Preface About The Authors Part 1: The Changing Media Landscape Chapter 1: Mass Communication and its Digital Transformation Telephony: Case Study in Convergence Three Types of Convergence Technological Convergence Economic Convergence Cultural Convergence Implications of Convergence Media Organization Media Type Media Content Media Use Media Distribution Media Audience Media Profession Attitudes And Values Mass Communication in the Digital Age Interpersonal Communication Mass Communication Mass Communication and Convergence Functions of Mass Communication Surveillance Correlation Cultural Transmission Entertainment Television: The Future of Convergence Looking Back and Moving Forward Further Reading Chapter 2: Media Literacy In The Digital Age Education and Media What Is Media Literacy? What Makes Mediated Communication Different? Semiotics Framing Early Concerns of Media Effects Media Grammar Print Media Radio and Recorded Music Film and Television Digital-Media Grammar Implications of Commercial Media Commercial-Media Debate Concentration of Media Ownership Media Bias Developing Critical Media-Literacy Skills Media Careers Looking Back And Moving Forward Further Reading Part 2: Mass-Communication Formats Chapter 3: Print Media: Books, Newspapers, and Magazines Functions of Print Media Transmission of Culture Diffusion of Ideas and Knowledge Entertainment Distinctive Functions of Books History of Books to Today Monastic Scribes Johannes Gutenberg Beginnings of Mass Communication and Mass Literacy Cheaper and Smaller Books Dime Novels Mass-Market Paperbacks Print-on-Demand Ebooks Current Book-Industry Issues Sales and Readership of Books Outlook fot Books Distinctive Functions of Newspapers Local Newspapers National Newspapers History of Newspapers to Today The Commercial Press and the Partisan Press Colonial Readership and Finances The Golden Age of Newspapers Current Newspaper-Industry Issues Newspaper Chains Benefits of Chains Problems With Chains Leading Newspaper Chains Declining Number of Daily Newspapers Sales and Readership of Newspapers Circulation and Readership Advertising Outlook for Newspapers Distinctive Functions of Magazines History of Magazines to Today Current Magazine-Industry Issues Sales and Readership of Magazines Outlook for Magazines Media Careers Looking Back and Moving Forward Further Reading Chapter 4: Audio Media: Music Recordings, Radio The Recording Industry Distinctive Functions of the Recording Industry History of Recorded Music From Tin Pan Alley to Hollywood Rootsof Rock and Roll Redefining Rock The Recording Industry Today Recording-Industry Business Model Creation Promotion Distribution Pricing Structure Outlook for the Recording Industry Digital Rights Management and Illegal File Sharing New Business Models Emerging What Is Broadcasting? Radio Distinctive Functions of Radio History of Radio Wireless Telegraphy Exploring Radio''s Early Potential Voice Transmission Radio Before, During, and After WWI Widespread Public Adoption of Radio Fm Radio, Edwin Howard Armstrong, and David Sarnoff Creating a Viable Business Model for Radio The Rise of Radio Networks Consolidation in Radio Station Ownership The Radio Industry Today Radio Station Programming Outlook for the Radio Industry Podcasting Satellite Radio Media Careers Looking Back and Moving Forward Further Reading Chapter 5: Visual Media: Photography, Movies, and Television Photography History of Photography Photographic Industry Today Movies History of the Movie Industry Silent Era: New Medium, New Technologies, New Storytelling Méliès and Griffith Murnau, Flaherty, and Eisenstein Sound and Color Hollywood Movie Moguls Warner Brothers Walt Disney Samuel Goldwyn Marcus Loew Louis B. Mayer Hollywood Star System The Director as Auteur Technological Influences on Movie Genres Other Entertainment Sources for Movies Dvds and Streaming Movie Industry Today Marketing and Distribution for Movies Movie-Industry Business Model Outlook for the Movie Industry Television History of Television Seeing the Light: The First Television Systems Modern Television Takes Shape Programming and Genre Influences Pushing the Programming Envelope Cable Comes of Age Filling the Days Filling the Nights Sports Reality Shows Digital Television: Preparing the Way for Convergence The Rise of Flat-Panel Displays Television Distribution Broadcast TV Cable TV Satellite TV Television Industry Today Cable System Structure Satellite Vs. Cable Television-Industry Business Model Outlook for the Television Industry Media Careers Looking Back and Moving Forward Further Reading Chapter 6: Interactive Media: The Internet, Video Games, and Augmented Reality Interactivity Defined Interactive Media Vs. Mass Media Historical Development of User Interfaces Television Interfaces Intuitive Interfaces Keyboards Computer Mouse Touch Screens Natural Input Methods Graphical User Interfaces Historical Development of the Internet and the World Wide Web Internet Protocol World Wide Web Graphical Web Browsers Broadband Distribution Dynamics Video Games Historical Development of Video Games Types of Video Games Video-Game Industry Trends in Video Games Gamification Augmented Reality Ethics of Interactive Media Media Careers Looking Back and Moving Forward Further Reading Part 3: Media Perspectives Chapter 7: The Impact of Social Media Defining Social Media Dialogic Commmunication Social Production What Is "Social" about Social Media? Choice Conversation Curation Creation Collaboration Types of Social Media Email Discussion Boards and Web Forums Chat Rooms Blogs and Microblogs Wikis Social-Networking Sites Producers and Produsers Reputation, Ratings, and Trust Privacy Transparency Social Media: The Good, the Bad, and the Ugly Are Social Media Making Us Less Social? Are Social Media Making Us Dumber? Media Careers Looking Back and Moving Forward Further Reading Chapter 8: Journalism: From Information to Participation What Is News? The Historical Development of Journalism News Values and the Associated Press Pulitzer and Hearst: The Circulation Wars, Sensationalism, And Standards Joseph Pulitzer William Randolph Hearst The Rise of Electronic Journalism Murrow And News in TV''s Golden Age Changes in Television News Foundations of Journalism The Hutchins Commission and a Free and Responsible Press Separation of Editorial and Business Operations Fairness and Balance in News Coverage Framing the News Expert Sources From Event to Public Eye: How News Is Created Gathering the News Producing the News Distributing the News Types of Journalism Alternative Journalism Public Journalism Citizen Journalism Constructive Journalism An International Perspective Journalism in the Digital World Nontraditional Sources Online User Habits Personalization Contextualization Convergence The Business of Journalism Salaries Diversity in the Newsroom Media Careers Looking Back and Moving Forward Further Reading Chapter 9: Public Relations: Building Relationships with Strategic Communications Strategic Communications Persuasive Communications Elaboration Likelihood Model (ELM) The Role of Media in Persuasion Public Relations The Historical Development of Public Relations Trends in the Development of Public Relations PR and Media Relations Pseudo-Events Distributing News to the Media in the Digital Age Finding Sources Online PR Firms and the PR Industry Changing Trends in PR Media Careers Looking Back and Moving Forward Further Reading Chapter 10: Advertising: The Power of Persuasion Advertising The Historical Development of Advertising Advertising Agencies Commercial Television Internet The Rise of Branding Selling Products, Selling Ideas Advertising Channels Print Media Electronic Media Outdoor Direct Mail Advertising in a Digital World Cookies Email Marketing Banner Ads Pop-Ups and Video Classifieds nd Auction Sites Search-Engine Ads Mobile Advertising In-Game Advertising Behavioral Advertising Viral Marketing Native Advertising The Adver.