1 media now understanding media culture and technology
MEDIA NOW
Understanding Media, Culture, and Technology
SEVENTH EDITION JOSEPH STRAUBHAAR
University of Texas, Austin ROBERT L A ROSE
Michigan State University LUCINDA DAVENPORT
Michigan State University
Australia • Brazil • Japan • Korea • Mexico • Singapore • Spain • United Kingdom • United States
Media Now: Understanding Media, Culture,
© 2012, 2009, 2006 Wadsworth, Cengage Learning
and Technology, Seventh Edition
ALL RIGHTS RESERVED. No part of this work covered by the copyright herein Joseph Straubhaar, Robert LaRose, Lucinda
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Brief Contents
PART ONE Media and the Information Age
CHAPTER 1 The Changing Media 3 CHAPTER 2 Media and Society 27
PART TWO The Media
CHAPTER 3 Books and Magazines 55 CHAPTER 4 Newspapers 87 CHAPTER 5 Recorded Music 125 CHAPTER 6 Radio 153 CHAPTER 7 Film and Home Video 181 CHAPTER 8 Television 211 CHAPTER 9 The Internet 247 CHAPTER 10 Public Relations 281 CHAPTER 11 Advertising 309 CHAPTER 12 The Third Screen: From Bell’s Phone to
iPhone 345
PART THREE Media Issues
CHAPTER 13 Video Games 377 CHAPTER 14 Media Uses and Impacts 403 CHAPTER 15 Media Policy and Law 445 CHAPTER 16 Media Ethics 473 CHAPTER 17 Global Communications Media 499
BRIEF CONTENTS
iii
Contents
Preface xvii About the Authors xxiii
PART ONE Media and the Information Age
CHAPTER 1
The Changing Media
The Media in Our Lives 3 Media in a Changing World 4
Merging Technologies 5
■ TECHNOLOGY DEMYSTIFIED: A Digital Media Primer 6
Changing Industries 8 Changing Lifestyles 8
■ YOUR MEDIA CAREER: Room at the bottom, Room at the top 9 Shifting Regulations 10
Rising Social Issues 11
es
■ MEDIA & CULTURE: A New Balance of Power? 12
Changing Media Throughout History 12 edux Pictur Preagricultural Society 13
Agricultural Society 13
ork Times/R
Industrial Society 13 Information Society 15
Changing Conceptions of the Media 16 ilson/The New Y The Smcr Model 17
Jim W
Types of Communication 18 What are the Media Now? 20
Summary & Review 24 ■ Thinking Critically About the Media 25 ■ Key Terms 25
CHAPTER 2
Media and Society
Understanding the Media 27 Media Economics 28
Mass Production, Mass Distribution 28 ■ YOUR MEDIA CAREER: Media Scholar 30 The Benefi ts of Competition 31 Media Monopolies 31 The Profi t Motive 33
Br
ad Barket/Getty Images Entertainment/Getty Images
How Media Make Money 35 From Mass Markets to Market Segments 36 New Media Economics 37
Critical Studies 39 Political Economy 39 Feminist Studies 41
CONTENTS
Ethnic Media Studies 42 Media Criticism 42
■ MEDIA & CULTURE: Postmodernism 43 Diffusion of Innovations 44
Why Do Innovations Succeed? 44 How Do Innovations Spread? 44 What are the Media’s Functions? 46
Media And Public Opinion 47 Gatekeeping 47 Agenda Setting 48 Framing 49
Technological Determinism 49 The Medium is the Message 49 Technology as Dominant Social Force 50 Media Drive Culture 50
Summary & Review 51 ■ Thinking Critically About the Media 53 ■ Key Terms 53
PART TWO The Media
CHAPTER 3
Books and Magazines
History: The Printing Evolution 55 Early Print Media 55
The Gutenberg Revolution 57 ■ MEDIA & CULTURE: Goodbye, Gutenberg 58 The First American Print Media 59 Modern Magazines 63
■ YOUR MEDIA CAREER: Wanted! Writers and Editors! 65 Book Publishing Giants 66 Technology Trends: From Chapbook To E-Book 67
After Gutenberg 67
oberson
Publishing in the Information Age 68 E-Publishing 68
■ TECHNOLOGY DEMYSTIFIED: Cuddling Up with a Nice Electronic Book? 69
AP Photo/Jeff R Industry: Going Global 71 Magazine Economics 71
Magazine Industry Proliferation and Consolidation 72 Magazine Circulation and Advertising 73
Magazine Distribution and Marketing 74 The Economics of Book Publishing 75 Book Publishing Houses 75 Bookstores—Physical and Online 75 Book Purchasers 76
What’s To Read? Magazine and Book Genres 77 Magazines for Every Taste 77 Book Publishing 78
■ MEDIA LITERACY: The Culture of Print 80 Books as Ideas, Books as Commodities 80
Redefi ning the Role of Magazines 81 Intellectual Property and Copyright 81 Censorship, Freedom of Speech, and the First Amendment 82
Summary & Review 83 ■ Thinking Critically About the Media 85 ■ Key Terms 85
vi CONTENTS
CHAPTER 4
Newspapers 87
History: Journalism in the Making 87 Newspapers Emerge 87 The Colonial and Revolutionary Freedom Struggles 89
Text not available due to copyright restrictions The First Amendment 89
Diversity in the Press 90 The Penny Press 91 Following the Frontier 92 War Coverage 92 The New Journalism 93 Yellow Journalism 94 Responsible Journalism 95 Muckraking 95 Newspapers Reach their Peak 96 Professional Journalism 96 Competing for the News 97 The Watchdogs 98 Newspapers in the Information Age 98
Technology Trends: Roll The Presses! 100 Newsgathering Trends 100 Convergence 101 Production Trends 101 Online and Mobile Newspapers 102
Industry: Freed From Chains? 104 The Newspaper Landscape 104
■ MEDIA & CULTURE: Blogging the Elections 107
Chain Ownership and Conglomerates 110
■ TECHNOLOGY DEMYSTIFIED: Who’s Twittering Now? 110
Citizen News & Local Websites 111 Content: Turning The Pages 111 ■ MEDIA LITERACY: Responsible Reporting 113 Political Economy: Local Monopolies on The News 113
Freedom of Speech and the First Amendment 114 Ethics 114 Public’s Right To Know vs. Individual Privacy 116 Being A Good Watchdog 117 Defi ning News 118
■ YOUR MEDIA CAREER: Twitter News Flash: See My Story Online! 119
Newspapers, Gatekeeping, and “Information Glut” 120 Summary & Review 121 ■ Thinking Critically About the Media 123 ■ Key Terms 123
CHAPTER 5
Recorded Music
History: From Roots to Records 125 The Victrola 126 Early Recorded Music 126 Big Band and The Radio Days 126 Big Band Music and The World War II Generation 127 New Musical Genres 127 Rock History 128
■ MEDIA & CULTURE: Black Music: Ripped off or Revered? 129
The Record Boom and Pop Music 130 euters/Corbis The Rock Revolution will be Segmented 131
Digital Recording 132
y Hershorn/R Gar
CONTENTS
vii
■ MEDIA & CULTURE: Resisting the March of (Recorded) Progress 133
Music on the Internet 134 Technology Trends: Let’s Make Music 135
■ TECHNOLOGY DEMYSTIFIED: From the Victrola to the CD 136
New Digital Formats 137 Downloading 139
Industry: The Suits 139 The Recording Industry 139
■ YOUR MEDIA CAREER: Musicians, Moguls, Music in Everything Electronic 142 ■ WORLD VIEW: What are we Listening To? Genres of Music for Audience Segments 144
■ MEDIA LITERACY: Who Controls the Music? 145 Recorded Music in the Age of the New Media Giants 145
Sharing or Stealing? 146 Pity The Poor, Starving Artists 146 Getting Distributed Means Getting Creative 147 Music Censorship? 148 Global Impact of Pop Music Genres 148
Summary & Review 149 ■ Thinking Critically About the Media 151 ■ Key Terms 151
CHAPTER 6
Radio 153
History: How Radio Began 153 Save the Titanic: Wireless Telegraphy 153 Regulation of Radio 154 Broadcasting Begins 154 BBC, License Fees, and the Road Not Taken 156 Radio Networks 156 Paying for Programming: The Rise of Radio Networks 156 Radio Network Power 157 Competition From Television 157
or The Beacon Condominiums
Networks Fall, Disc Jockeys Rule 157 The FM Revolution 159 Local DJs Decline: A New Generation of Network Radio 159 New Genres: Alternative, Rap, and Hip-Hop Radio 160
aglin/Getty Images f
Radio in the Digital Age 161
Bennett R ■ MEDIA & CULTURE: Satellite Radio—With Freedom Comes Responsibility? 161 Technology Trends: Inside Your Radio 162
From Marconi’s Radio to Your Radio 162 High-Defi nition Radio 163
■ TECHNOLOGY DEMYSTIFIED: Fun with Electromagnetism? 163
Satellite Radio Technology 164 Internet Radio Technology 165 Weighing Your Digital Radio Options 165
Industry: Radio Stations and Groups 165 Radio in the Age of the New Media Giants 165 Inside Radio Stations 166 Non-Commercial Radio 167
Genres Around the Dial 168 Radio Formats 168 The Role of Radio Ratings 169 Music Genres and Radio Formats 170 Talk Radio 170 National Public Radio 172 Radio Programming Services 172
■ YOUR MEDIA CAREER: Local DJs Decline but Other Forms of Radio Rise 172
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■ MEDIA LITERACY: The Impact of the Airwaves 173 Who Controls the Airwaves? 173
Concentrating Ownership, Reducing Diversity? 174 You Can’t Say that on the Radio 175 Breaking or Saving Internet Radio 176
Summary & Review 176 ■ Thinking Critically About the Media 178 ■ Key Terms 179
CHAPTER 7
Film and Home Video
History: Golden Moments of Film 181
e Desk
How to Use Images: Silent Films Set the Patterns 182 Setting up a System: Stars and Studios 183
eith/Pictur
How to use Sound: Look Who’s Talking 184 e, K The Peak of Movie Impact? 185
The Studio System: The Pros and Cons of Vertical Integration 186 Coping with New Technology Competition: Film Faces Television, 1948–1960 187 Studios in Decline 188
obal Collection/Hamsher
Hollywood Meets HBO 190
■ YOUR MEDIA CAREER: You Ought to Be in Pictures 191 ox/The K yF
Movies Go Digital 191
■ TECHNOLOGY DEMYSTIFIED: Entering the Third Dimension 193
ilm/20th Centur
Technology Trends: Making Movie Magic 193 Movie Sound 194 Special Effects 194 The Digital Revolution 195
■ TECHNOLOGY DEMYSTIFIED: You Ought to be Making Pictures 196
, LEGO® Star Wars; Lucasf
Movie Viewing 197 The Film Industry: Making Movies 198 Courtesy
The Players 198 Independent Filmmakers 198 The Guilds 199 Film Distribution 199
Telling Stories: Film Content 200 Team Effort 200 Finding Audience Segments 201
■ MEDIA LITERACY: Film and your Society 203 Violence, Sex, Profanity, and Film Ratings 203
Viewer Ethics: Film Piracy 204 ■ MEDIA & CULTURE: Saving National Production or the New Cultural Imperialism? 206
Summary & Review 207 ■ Thinking Critically About the Media 208 ■ Key Terms 209
CHAPTER 8
Television 211
History: TV Milestones 211 Television is Born 211 The Golden Age 212 Into the Wasteland 213
Television Goes to Washington 214 gol/PhotoEdit
■ MEDIA & CULTURE: Going by the Numbers 215
Mike Mar
The Rise of Cable 216 The Big Three in Decline 217 Television in the Information Age 218
Technology Trends: From a Single Point of Light 220 Digital Television is Here 221
CONTENTS
ix
■ TECHNOLOGY DEMYSTIFIED: Inside HDTV 222 Video Recording 223
Video Production Trends 224 Interactive TV? 224 3-DTV? 225
Industry: Who Runs the Show? 225 Inside the Big Five 225 Video Production 227
■ YOUR MEDIA CAREER: Video Production 228 National Television Distribution 230
Local Television Distribution 232 Non-Commercial Stations 234 Television Advertisers 234
Genres: What’s On TV? 235 Broadcast Network Genres 235 What’s on Cable? 235 PBS Programming 237 Programming Strategies 237
■ MEDIA & CULTURE: Diversity in Television 238 ■ MEDIA LITERACY: Out of the Wasteland? 239 The New Television Hegemony 239
Is Television Decent? 240 Children and Television 240
■ MEDIA & CULTURE: Television and the Days of Our Lives? 241
Television Needs You! 242 Summary & Review 243 ■ Thinking Critically About the Media 244 ■ Key Terms 245
CHAPTER 9
The Internet
History: Spinning the Web 247 The Web is Born 248 The Dot-Com Boom 250 Reining in the Net 250 Old Media in the Internet Age 252 The Rise of Social Media 252
Technology Trends: Following Moore’s Law 253 Computer Technology Trends 253 Network Technology Trends 255
■ TECHNOLOGY DEMYSTIFIED: Inside the Internet 256
.com
Internet Trends 257
The Industry: David vs. Goliath 260 Computer Toy Makers 260
Internetkilledtv
Where Microsoft Rules 260 Internet Service Providers 261 Content Providers 262 Internet Organizations 262
■ YOUR MEDIA CAREER: Web Designer 263 Content: What’s on the Internet? 264
Electronic Publishing 264 Entertainment 265 Online Games 266 Portals 266 Search Engines 267
■ MEDIA & CULTURE: Media, The Internet, and the Stories We Tell About
Ourselves 268
x CONTENTS
Social Media 269 Blogs 269 Electronic Commerce 269 What Makes A Good Web Page? 270
■ MEDIA LITERACY: Getting the Most Out of the Internet 272 Does Information Want to be Free? 272
Closing the Digital Divide 273 Government: Hands off or Hands on? 274 Online Safety 276
Summary & Review 277 ■ Thinking Critically About the Media 279 ■ Key Terms 279
CHAPTER 10
Public Relations
History: From Press Agentry to Public Relations 281 Civilization and its Public Relations 282 The American Way 283 The Timing was Right 283 PR Pioneers in the Modern World 284 Public Relations Matures 286 The New Millennium Meltdown 287 Global Public Relations 287
Technology Trends: Tools for Getting the Job Done 288 Traditional Tools 290 New Tools 290
Social Media 292 PR Databases 293
■ MEDIA & CULTURE: Digital Social Media: Blogging is Bling! 293
Industry: Inside the Public Relations Profession 295 © AP Photo/Eric Ga PR Agencies and Corporate Communications 295
Elements of Successful Public Relations 296 Professional Resources 296
Public Relations Functions and Forms 298 Public Relations Functions 298 The Publics of Public Relations 298 Four Models of Public Relations 300
■ MEDIA LITERACY: Making Public Relations Ethical and Effective 300 Personal Ethics in the Profession 300
Crisis Communications Management 301 Private Interests vs. the Public Interest 303 Professional Development 303
■ YOUR MEDIA CAREER: PR Jobs are in the Fast Lane 304
Use of Research and Evaluation 305 Summary & Review 305 ■ Thinking Critically About the Media 307 ■ Key Terms 307
CHAPTER 11
Advertising 309
History: From Handbills to Web Links 309 Advertising in America 310 The Rise of the Advertising Profession 310 The Rise of Broadcast Advertisers 311 Hard Sell vs. Soft Sell 312 The Era of Integrated Marketing Communication (IMC) 312
es
Advertising Everywhere 313
chiv
Technology: New Advertising Media 314 Advertising in Cyberspace 314 ertising Ar
Adv
CONTENTS
xi
■ MEDIA & CULTURE: The Power of the Few: How College Students
Rule the Marketplace 315 Social Networking Sites: Advertisers’ New Frontier 316 They Have our Number 317 E-commerce 318
■ MEDIA & CULTURE: Oprah: Talk Show or Marketing Vehicle? 319
More New Advertising Media 319 Inside the Advertising Industry 322
Advertisers 323 Inside the Advertising Agency 324 Advertising Media 326 Research 328
Advertising’s Forms of Persuasion 329 Mining Pop Culture 330 Consumer Generated Content 330 Relationship Marketing 330 Direct Marketing 331 Targeting the Market 332 Understanding Consumer Needs 332
The Changing Nature of the Consumer 335 Importance of Diversity 335 Global Advertising 336
■ MEDIA LITERACY: Analyzing Advertising 336 Hidden Messages 336
Privacy 337 Deception 339 Children and Advertising 340
Summary & Review 341 ■ Thinking Critically About the Media 342 ■ Key Terms 343
CHAPTER 12
The Third Screen: From Bell’s Phone to iPhone
History: Better Living Through Telecommunications 345 The New Media of Yesteryear 346
■ MEDIA & CULTURE:
What My Cell Phone Means to Me 347
The Rise of MA Bell 347 The Telephone and Society 348 Cutting the Wires 349
.com
The Government Steps Aside 350 The Third Screen Arrives 351
om Shutterstock
Technology Trends: Digital Wireless World 352
■ TECHNOLOGY DEMYSTIFIED: How Telephones Work 353
From Analog to Digital 353 Digital Networks 354
■ TECHNOLOGY DEMYSTIFIED: Whistling Your Computer’s Tune, or How DSL Works 355
yright Denisenko. Used under license fr
Mobile Networks 357
■ TECHNOLOGY DEMYSTIFIED: How Your Cell Phone Works 359 Image cop Industry: The Telecom Mosaic 361
The Wireline Industry 361 The Wireless Industry 363
■ YOUR MEDIA CAREER: Mobile Media Star 364 Satellite Carriers 365 Content: There’s an App for Us 365
Wireless Apps 365 Location-Based Services 365 Wireline Apps 366
xii CONTENTS
■ MEDIA LITERACY: Service for Everyone? 367 Set my Cell Phone Free! 367
Consumer Issues in Telecommunications 367 Whose Subsidies are Unfair? 368 Who Controls the Airwaves? 369 All of our Circuits Are. . .Destroyed 370 Big Brother is Listening 371 Privacy on the Line 371
Summary & Review 373 ■ Thinking Critically About the Media 374 ■ Key Terms 374
PART THREE Media Issues
CHAPTER 13
Video Games
History: Getting Game 377 Opening Play 377 Home Game 378 Personal Computers Get in the Game 379 Gear Wars 381
aul Sakuma
Games and Society: We Were not Amused 382 The New State of Play 383
AP Photo/P
The Next Level: Technology Trends 384 Generations 384
■ TECHNOLOGY DEMYSTIFIED: A Look Under the Hood at Game Engines 386
No More Consoles? 387 No More Controllers? 387 No More Screens? 387 No More Rules? 388
The Players: The Game Industry 389 Gear Makers 389 Game Publishers 390 Game Developers 391 Selling The Game 391
■ YOUR MEDIA CAREER: Getting Paid to Play? 392
Rules of the Game: Video Game Genres 393
■ MEDIA & CULTURE: Video Game as Interactive Film? 394
Beyond Barbie 396 ■ MEDIA LITERACY: Spoiling the Fun: Video Game Literacy 396 More Addictive Than Drugs? 396 More Harmful Than TV? 397 Serious Games? 399
Summary & Review 400 ■ Thinking Critically About the Media 401 ■ Key Terms 401
CHAPTER 14
Media Uses and Impacts
Bashing the Media 403 Studying Media Impacts 404 Contrasting Approaches 405
Content Analysis 405 Experimental Research 407
Survey Research 409 owitz/Alamy Ethnographic Research 410
© Jason Hor
CONTENTS
xiii
■ TECHNOLOGY DEMYSTIFIED: The Science of Sampling 411
Theories of Media Usage 413 Uses and Gratifi cations 413
■ MEDIA & CULTURE: The Active Audience 414 Learning Media Behavior 415
Computer-Mediated Communication 416 Theories of Media Impacts 417
Media as Hypodermic Needle 418 The Multistep Flow 418 Selective Processes 418 Social Learning Theory 419 Cultivation Theory 419 Priming 420 Agenda Setting 420 Catharsis 420 Critical Theories 420
Media and Antisocial Behavior 421 Violence 421 Prejudice 423 Sexual Behavior 425 Drug Abuse 426
Communications Media and Prosocial Behavior 427 Information Campaigns 428 Informal Education 429 Formal Education 430 The Impacts of Advertising 430 The Impacts of Political Communication 433
Understanding Societal Impacts 434 Communications Media and Social Inequality 435 Media and Community 436 Health and Environment 437 Media and the Economy 438
Summary & Review 441 ■ Thinking Critically About the Media 443 ■ Key Terms 443
CHAPTER 15
Media Policy and Law
Guiding the Media 445 Communications Policies 446
Freedom of Speech 446
■ MEDIA & CULTURE: George Carlin and the “Seven Dirty Words” 449
Protecting Privacy 451
■ MEDIA & CULTURE: Consumer Privacy Tips and Rights 453
Protecting Intellectual Property 454 Ownership Issues 457
Universal Service 459 Who Owns the Spectrum? 460
Technical Standards 461 The Policy-Making Process 462
Federal Regulation and Policy Making 463
aul Conklin/PhotoEdit
State and Local Regulation 466
©P
Lobbies 467 The Fourth Estate 467
Summary & Review 469 ■ Thinking Critically About the Media 470 ■ Key Terms 471
xiv CONTENTS
CHAPTER 16
Media Ethics
473
Ethical Thinking 473 Ethical Principles 475
Thinking Through Ethical Problems: Potter’s Box 476 Codes of Ethics 477 ■ MEDIA & CULTURE: Society of Professional Journalists’ Code of Ethics Seek Truth and Report it 478
Corporate Ethics 479 Making Ethics Work 480
Ethical Issues 481 Journalism Ethics 481
yodo
Ethical Entertainment 486 Public Relations Ethics 487
© Ap Photo/K
■ MEDIA & CULTURE: PR Ethics 488 Advertising Ethics 489
■ MEDIA & CULTURE: Guidelines for Internet Advertising and Marketing 490
Research Ethics 493 Consumer Ethics 494
Summary & Review 496 ■ Thinking Critically About the Media 497 ■ Key Terms 497
CHAPTER 17
Global Communications Media
499
Acting Globally, Regionally, and Nationally 499 Regionalization 501 Cultural Proximity 502 National Production 503
The Global Media 504
© Starstock/Photoshot
News Agencies 505 Radio Broadcasting 506 Music 506 Film 508 Video 510 Television 511
■ WORLD VIEW: Soap Operas Around the World 514 Cable and Satellite TV 515
Telecommunications Systems 516 Computer Access 518 The Internet 520
International Regulation 521
■ TECHNOLOGY DEMYSTIFIED:
A Closed or an Open Internet—The Great Firewall
of China 522 ■ MEDIA LITERACY: Whose World is it? 524
Political Economy of The Internet 524 Political Economy of Cultural Imperialism 525 Cultural Impact of Media and Information Flows 525 Free Flow of Information 526 Trade in Media 527 Media and National/Local Development 528
Summary & Review 529 ■
Thinking Critically About the Media 530 ■ Key Terms 531
Glossary 532 References 538 Index 550
CONTENTS
xv
Preface
Now more than ever the long-predicted convergence of conventional mass media with new digital forms is changing the media landscape in ways that impact it and the plans of those who wish to enter media professions. A continuing world- wide economic slump challenges conventional media fi rms to keep up with new media and with burdens of debt that they incurred in more prosperous times. Our uses of media are evolving and our habits are changing as yesterday’s
necessities become today’s luxuries. As travel and even a “night on the town” pinch our budgets, we spend more time with movies, video games, online enter- tainment, and cell phones. The Web seemingly pervades all aspects of the daily lives of our students, from how they research their term papers, listen to music and communicate with friends.
Our theme is that the convergence of traditional media industries and newer technologies has created a new communications environment that im- pacts society and culture. We are in the midst of another shift in media, and the transformation it is making to the culture we all share and the media in- dustries that refl ect it. Our goal throughout this book is to prepare students to cope with that environment as both critical consumers of media and aspiring media professionals.
We reach for that goal by providing an approach to mass media that in- tegrates traditional media (magazines, books, newspapers, music, radio, fi lm, and television) and newer media (cable, satellite, computer media, interactive television, the Internet, and cell phones), and emphasizes the intersection of technology, media, and culture.
We have witnessed astounding changes in the structure of the radio and telecommunications industries and the rapid evolution of the newspaper, movie, and television industries. These are changes that affect our society as well as those across the globe and our students need to learn about them in their introductory courses to prepare them to be productive citizens.
NEW TO THIS EDITION
The seventh edition of Media Now provides the most current coverage pos- sible of the media industry and refl ects the fi eld’s latest research as well as the challenges that confront the media in the midst of a global economic cri- sis. At this writing, we hope that what is being called a Great Recession will
be short-lived. If the crisis is enduring, the revisions to this volume will help students understand the implications of the economic crisis for the media they consume and the media careers they plan. If by the time you read this the crisis has passed, we believe that these changes afford “teachable moments” in which students can refl ect on the future of the media and their own life
P R E FAC E
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The changing media and economic environments are affecting the plans of our students and have introduced a new level of uncertainty about media careers. Accordingly, throughout this new edition of Media Now readers will fi nd authoritative information about the current status of media occupations and future projections drawn from the Occupational Outlook published by the U.S. Bureau of Labor Statistics. Chapter by chapter, we examine the pay, pre- requisites, and perquisites of popular media careers and identify the factors affecting their growth over the next decade. Chapter by chapter, here are ex- amples of the updates you will fi nd in this edition:
■ The Changing Media examines the fi nal stages of the transition to digital media.
■ Media and Society considers the new business models that are emerg- ing in the digital media environment.
■ Books and Magazines explains the latest trends in electronic pub- lishing and the impact of e-books.
■ Newspapers analyzes the career challenges that face aspiring journal- ists in a time of reorganization and change in the newspaper industry.
■ Recorded Music tracks how the music industry is learning to live with the Internet while abandoning their former strategy of prosecut-
ing music downloaders. ■ Radio Examines the Internet radio trend and its impact on conven-
tional broadcasting. ■ Film and Home Video looks at advances in 3D movie technology and
the softening of the DVD market. ■ Television explores the implications of Comcast’s acquisition of NBC
television and continuing developments in Internet television. ■ The Internet discovers Internet-related careers for students in media
programs and uncovers the latest trends in social media. ■ Public Relations describes how social media present new opportuni-
ties for public relations professionals. ■ Advertising tracks the implications of the social media phenomenon
in the advertising industry and offers reliable information about the prospects for employment in the industry. ■ The Third Screen explores the development of fourth generation (4G) cell phones and charts the genres of the growing array of smartphone apps. ■ Video Games is a new chapter that analyzes the history, technology, structure, and social impacts of this vibrant, new interactive medium and considers how media students might enter the industry. ■ Media Uses and Effects updates research on the effects of pornogra- phy, making friends on Facebook, and media violence. ■ Media Policy and Law reports on the latest policies and court rulings affecting indecency in the media and the future of broadband Internet development. ■ Media Ethics offers analyses of current ethical issues in the media, such as those posed to public relations professionals advising Toyota in their automotive recall case.
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■ Global Communications Media examines instances of how digital media are affecting media systems and culture around the world.
UPDATED PROVEN FEATURES
This book comes with a rich set of features to aid in learning, all of which have been updated as necessary:
■ Media Literacy: Included within each media chapter, these sections focuses on key issues regarding the impact of media on culture and soci-
ety, encouraging students to think critically and analyze issues related to their consumption of media. In this edition, these sections have been expanded to include “news you can use” tips on how our readers can take practical actions that will empower them as media consumers. ■ Glossary: Key terms are defi ned in the margins of each chapter, and a complete glossary is included in the back of the book. ■ Timelines: Major events in each media industry are highlighted near the beginning of each chapter in Media Then/Media Now lists. ■ Box program: Four types of boxes appear in the text. Each is designed to target specifi c issues and further pique students’ interest and many are new to this edition:
■ M EDIA AND C ULTURE boxes highlight cultural issues in the media. ■ T ECHNOLOGY D EMYSTIFIED boxes explain technological information
in a clear and accessible way.
■ Y OUR M EDIA C AREER (see above) is a new feature that guides readers
to the “hot spots” in media industries. ■ Stop & Review: Appearing periodically throughout each chapter, and
available in electronic format on the Media Now companion website, these questions help students incrementally assess their understand- ing of key material. ■ Summary & Review: Each chapter concludes with the authors’ highly praised, engaging summary and review sections, which are presented as questions with brief narrative answers.
TEACHING AND LEARNING RESOURCES
Mass Communication CourseMate for Media Now: This new multi-media resource offers a variety of rich learning materials designed to enhance the student
experience. This resource includes quizzing and chapter-specifi c resources such as chapter outlines, interactive glossaries and timelines, Stop & Review tuto- rial questions, and Critical Thinking About the Media exercises. You will also fi nd an Interactive eBook. Use the “Engagement Tracker” tracking tools to see progress for the class as a whole or for individual students. Identify students at risk early in the course. Uncover which concepts are most diffi cult for your class. Monitor time on task. Keep your students engaged.
■ Note to faculty: If you want your students to have access to these online textbook resources, please be sure to order them for your course. The content in these resources can be bundled at no additional charge
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xix xix
Contact your local Cengage Learning sales representative for more details.
CLASS PREPARATION, ASSESSMENT, AND COURSE MANAGEMENT RESOURCES
Instructor’s Resource Manual: Media Now’s Instructor’s Resource Manual pro- vides you with extensive assistance in teaching with the book. It includes sam- ple syllabi, assignments, chapter outlines, individual and group activities, test questions, links to video resources and websites, and more.
■ PowerLecture with JoinIn ® CD-ROM: This all-in-one lecture tool lets you bring together text-specifi c lecture outlines and art from Cen-
gage Learning texts, along with video and animations from the Internet or your own materials—culminating in a powerful, personalized media- enhanced presentation. In addition, the CD-ROM contains ExamView ® computerized testing, and an electronic version of the book’s Instruc- tor’s Resource Manual. It also includes book-specifi c JoinIn™ content for response systems tailored to Media Now, allowing you to transform your classroom and assess your students’ progress with instant in-class quizzes and polls. Our exclusive agreement to offer TurningPoint soft- ware lets you pose book-specifi c questions and display students’ answers seamlessly within the Microsoft PowerPoint slides of your own lecture, in conjunction with the “clicker” hardware of your choice. Enhance how your students interact with you, your lecture, and each other.
ACKNOWLEDGMENTS
We wish to thank our spouses, Sandy Straubhaar, Betty Degesie-LaRose, and Frederic Greene for their patience and valuable ideas. We also want to thank
a number of our students and graduate assistants, Julie Goldsmith, Nicholas Robinson, Tim Penning, and Serena Carpenter for their reviews and comments on the chapters. Also, thanks to Rolf and Chris Straubhaar, Julia Mitschke, and to Rachael and Jason Davenport Greene for insights into their culture and concerns. Special thanks to Dr. Alex Games, Dr. Wei Peng, and Tammy Lin, all of the Department of Telecommunications, Information Studies, and Media at Michigan State University, for reviewing drafts of the new video games chapter.
We would also like to acknowledge the tremendous efforts of everyone at Cengage Learning who worked with us to create an outstanding book. In particular, we want to mention development editor Megan Garvey for her professionalism, organizational skills, sound advice, and good judgment, and PreMediaGlobal project manager Beth Kluckhohn for her diplomacy, energy, and work ethic. Great appreciation also goes to photo researcher Jaime Jankowski for the patience she was called upon to display again and again as we searched for just the right image; to assistant editor Jill D’Urso for coordi- nating the ancillaries, to editorial assistant Erin Pass for her quick responses; and to our publisher, Michael Rosenberg, for overseeing the whole process.
xx P R E FAC E
We also gratefully acknowledge the assistance of the guest writer of our advertising chapter, Teresa Mastin of Northwestern University. Dr. Mastin earned her master’s degree from California State–Fullerton and her doctorate in mass media from Michigan State University. She has more than 10 years ex- perience teaching advertising and public relations, most recently at Michigan State University. We thank Jeffrey South, Virginia Commonwealth University for writing the Instructor’s Resource Manual and Examview quizzes, and As- sem Nasr, University of Texas, Austin for working on the JoinIn resources.
Finally, we wish to thank the following reviewers for their thoughtful sug- gestions and guidance in the development of the seventh edition:
Charles Lewis, Minnesota State University, Mankato Ben Peruso, Lehigh Carbon Community College Karyn S. Campbell, North Greenville University Dr. Jim Eggensperger, Iona College Arthur A. Raney, Florida State University Alden L. Weight, Arizona State University, Polytechnic Campus Dr. Jim Brancato, Cedar Crest College Robert Darden, Baylor University
We also thank the following individuals for their reviews of the previous editions: Robert Abeman, Cleveland State University; Jon Arakaki, State Uni- versity of New York, College at Oneonta; Thomas Berner, Pennsylvania State University; Elena Bertozzi, Indiana University; Larry Bohlender, Glendale Community College; Sandra Braman, University of Wisconsin, Milwaukee; Michael Brown, University of Wyoming; Erik Bucy, Indiana University; Larry Campbell, University of Alaska, Anchorage; Richard Caplan, University of Ak- ron; Meta Carstarphen-Delgado, University of Oklahoma; Jerry G. Chandler, Jackson State University; Tsan-Kuo Chang, University of Minnesota, Twin Cities; John Chapin, Rutgers University; Joseph Chuk, Kutztown University of Pennsylvania; Dan Close, Wichita State University; Gene Costain, University of Central Florida; Dave D’Alessio, Univeristy of Connecticut, Stamford; Rob- ert Darden, Baylor University; Krishna DasGupta, Worcester State College; Staci Dinerstein, County College of Morris; David Donnelly, University of Houston; Mike Dorsher, University of Wisconsin, Eau Claire; Michael Doyle, Arkansas State University; Lyombe Eko, University of Maine; Emily Erickson, Louisiana State University; Nick-ieann Fleener, University of Utah, Linda Fuller, Worcester State College; Ivy Glennon, University of Illinois at Urbana- Champaign; Donald Godfrey, Arizona State University; Mark Goodman, Mississippi State University; Tom Grimes, Kansas State University; Larry Haapanen, Lewis and Clark State College; Ken Hadwiger, Eastern Illinois University; Linwood A. Hagin, North Greenville University; Junhao Hong, State University of New York, Buffalo; Kevin Howley, Northeastern Univer- sity; Jack Hodgson, Oklahoma State University; Rick Houlberg, San Francisco State University; James Hoyt, University of Wisconsin, Green Bay; Susan Hunt- Bradford, St. Louis Community College; Harvey Jassem, University of Hartford; Howard Keim, Tabor College; Randall King, Point Loma Nazarene
P R E FAC E
xxi
University; Seong H. Lee, Appalachian State University; Bradley Lemonds, Santa Monica College; William Lingle, Linfi eld College; Linda Lumsden, West- ern Kentucky University; Robert Main, California State University, Chico; Reed Markham, Salt Lake Community College; Judith Marlane, California State University, Northridge; Stephen McDowell, Florida State University; Timothy P. Meyer, University of Wisconsin, Green Bay; Jonathan Millen, Rider College; Suman Mishra, Temple University; Joel Moody, University of Toronto, Mississauga; Jennifer Nelson, Ohio University; Kyle Nicholas, Old Domin- ion University; Daniel Panici, University of Southern Maine; Karen Pappin, Huntington University, Laurentian; Norma Pecora, Ohio University; Cristina Pieraccini, State University of New York, Oswego; Tina Pieraccini, State Uni- versity of New York, Oswego; Michael Porter, University of Missouri; Peter Pringle, University of Tennessee, Chattanooga; Hoyt Purvis, University of Ar- kansas; Arthur Raney, Indiana University; Divyesh K. Raythatha, Delaware State University; Mike Reed, Saddleback College; Humphrey Regis, Univer- sity of South Florida; Ronald Rice, Rutgers University; Karen E. Riggs, Ohio University; Shelly Rodgers, University of Minnesota, Twin Cities; Marshall Rossow, Mankato State University; Gay Russell, Grossmont College; Joseph Russomanno, Arizona State University; Marc Ryan, Marist College; Christian Sandvig, University of Illinois at Urbana, Champaign; Tom Shaker, North- eastern University; Laura Sherwood, University of Nerasak, Kearney; Roger Soenksen, James Madison University; Jeffrey C. South, Virginia Common- wealth University; Don Stacks, University of Miami; Michelle J. Stanton, Cali- fornia State University, Northridge; Patrick J. Sutherland, Bethany College; Jill D. Swenson, Ithaca College; Michael Ray Taylor, Henderson State Univer- sity; Don Tomlinson, Texas A&M University; Max Utsler, University of Kansas; Hazel Warlaumont, California State University, Fullerton; Susan Weill, Texas State University, San Marcos; Debora Wenger, Virginia Commonwealth Uni- versity; Clifford Wexler, Columbia-Greene Community College; Glynn R. Wil- son, Loyola University, New Orleans; Alan Winegarden, Concordia University; J. Emett Winn, Auburn University; and Phyllis Zagano, Boston University.
xi P R E FAC E
About the Authors
DR. JOSEPH D. STRAUBHAAR is the Amon G. Carter Centennial Pro- fessor of Communications and Graduate Studies Director in the Radio-TV- Film Department of the University of Texas at Austin. He was the Director of the Center for Brazilian Studies within the Lozano Long Institute for Latin American Studies. He is also Associate Director for International Programs of the Telecommunication and Information Policy Institute at the University of Texas. He has published books, articles, and essays on international communi- cations, global media, international telecommunications, Brazilian television, Latin American media, comparative analyses of new television technologies, media fl ow and culture, and other topics appearing in a number of journals, edited books, and elsewhere. His primary teaching, research, and writing in- terests are in global media, international communication and cultural theory, the digital divide in the U.S. and other countries, and comparative analysis of new technologies. He does research in Latin America, Asia, and Africa, and has taken student groups to Latin America and Asia. He has presented seminars abroad on media research, television programming strategies, and telecommu- nications privatization. He is on the editorial board for the Howard Journal of Communications, Studies in Latin American Popular Culture, and Revista Intercom.
Visit Joe Straubhaar on the Web at http://rtf.utexas.edu/faculty/jstraubhaar.html
DR. ROBERT L A ROSE is a Full Professor in the Department of Telecom- munication, Information Studies, and Media at Michigan State University. He was recently recognized for his research productivity as an “Outstanding Re- searcher” by the College of Communication Arts and Sciences at MSU. He con- ducts research on the uses and effects of the Internet. He has published and presented numerous articles, essays, and book chapters on computer-mediated communication, social cognitive explanations of the Internet and its effects on behavior, understanding Internet usage, privacy, and more. In addition to his teaching and research, he is an avid watercolor painter and traveler.
Visit Robert LaRose on the Web at http://www.msu.edu/~larose
DR. LUCINDA D. DAVENPORT serves as Director of the Media and In- formation Studies Ph.D. Program and the School of Journalism’s Director of Graduate Programs at Michigan State University. She recently held the posi- tion of Dean for Graduate Education in the College of Communication Arts and Sciences. She received the Excellence in Teaching university award from MSU and has earned national awards for her research projects, which focus mainly on news media and digital technologies, CMC, media history and journalistic
A B O U T T H E AU T H O R S
xxiii xxiii
a M.A. in Journalism, and a B.A. double major in Journalism and Radio/TV/ Film. Her master’s thesis and doctoral dissertation were fi rst in the country on computerized information services and online news.
Visit Lucinda D. Davenport on the Web at http://cas.msu.edu
xxiv
A B O U T T H E AU T H O R S
M EDIA N OW
NEWSPAPER TO IPAD . . . broadcast TV to internet television . . . fi lm to digital . . . telephone to text message . . . cassette player to iPod . . . communications technologies continue to change as the conventional mass media go digital.
es
edux Pictur
ork Times/R
ilson/The New Y Jim W
THE CHANGING MEDIA THE MEDIA IN OUR LIVES
If you were the typical American media consumer, then you would spend over nine and a quarter hours a day with the media! Multiply that by the num- ber of days in a year, and you would spend almost fi ve months of each year with media (see Table 1.1). Since this is the information age we can break that down into the bits and bytes of computer data. It adds up to 34 billion bytes
a day per person, or about a third of the capacity of a 100 GB computer hard drive (Bohn & Short, 2009). We consume information, but we also make it. Students blog, upload vid- eos to YouTube, contribute to MySpace and Facebook, and control avatars in multiplayer online games like “World of Warcraft.” Most of the workers in the United States gather, organize, produce, or distribute information. That in- cludes professional information specialists employed in the media as journal- ists, movie actors, musicians, television producers, writers, advertising account executives, researchers, Web page designers, announcers, and public relations
MEDIA THEN MEDIA NOW
1455 Gutenberg Bible is published
World Wide Web begins 1910
United States transitions to an industrial
Telecommunications Act of 1996 reforms society
U.S. media policy
1960 United States transitions to information
United States adopts digital TV society
In an information society , the specialists. Even in traditional manufacturing industries such as the auto in- exchange of information is
dustry, information-handling professionals in managerial, technical, clerical, the predominant economic
sales, and service occupations make up a third of the workforce (Aoyama & activity.
Castells, 2002). So, we now work and play in an information society. Mass communication is
one-to-many, with limited
MEDIA IN A CHANGING WORLD
audience feedback. Media technology changes with every generation: For example, Mr. McQuitty,
Digital means computer- who is 45 years old, is a television producer. When he was in a college mass readable information
communication survey course, our fi ctional Mr. McQuitty studied books, news- formatted in 1s and 0s.
papers, magazines, radio, television, and fi lm. Today, these conventional media have evolved through the advent of digital technology. Mr. McQuitty’s daughter, Rachael, wants to start her own online channel. She takes some of her college courses on campus and some online and downloads her textbooks from the Inter- net. Her world revolves around iPods, texting, Facebook, YouTube, and Xbox.
Conventional media forms are combining with new ones in ways that change our media consumption patterns, our
TABLE 1.1 ANNUAL MEDIA CONSUMPTION
lives, and the societies in which we live. Anyone who has MEDIUM
ever used a cell phone to download an e-mail, vote for an Television*
HOURS PER PERSON
American Idol contestant, view a video clip, or listen to a song has experienced the merging of conventional mass
Radio & Satellite*
media into new media forms through advances in digital Radio* technology and telecommunications networks. New media
Internet*
technologies impact our culture by offering new lifestyles, Recorded music*
creating new jobs and eliminating others, shifting media Newspapers
empires, demanding new regulations, and presenting unique Magazines
new social issues (see Figure 1.1).
Books
The changes are not purely technology-driven, however. Video games*
Our individual creativity and our cultures push back against Home video
61 the technologies and the corporations that deploy them to redefine their uses. Big media corporations now contend
Mobile content*
with citizen journalists, Facebook networks, garage bands, Theatrical movies*
and amateur video producers on the Internet. Meanwhile,
Total
world trade agreements and global digital networks force
American media institutions like CNN to compete with the British Broadcasting Corporation (BBC) and Middle East-
*Age 12+, all others 18+.
Source: Veronis Suhler Stevenson, Comunications Industry Forecast 22nd ed., 2009.
ern news sources like Al Jazeera.
4 PA RT 1 | M E D I A A N D T H E I N F O R M AT I O N AG E
INFORMA TION SOCIETY
TECHNOLOG
Video compression
IES
Multimedia Fiber optics Interactivity
Technology
Competition
Standards High-definition TV
First Amendment
Digital audio broadcasting
Access
Digital Subscriber Line
Privacy
U R E Social Issues C U LT
Information workers Computers
Consumers
Hardware
Media audiences
& Users
Software Internet
Web surfers
CD-ROM
Consumers and Users
“Baby Bells” Long distance Cable operators Satellite Cellular
T elecommunication
RI ES
Regulation Federal Communications
Commission
ST
Public utility
IN DU
commissions
RE GU Justice Department
Telecommunications
Media
TV networks
LAT Cable networks
ION Film
Act of 1996
Publishers Radio
INFORMATION SOCIETY
FIGURE 1.1 MEDIA CONVERGENCE Information technology and media are converging in the information society. © Cengage Learning
MERGING TECHNOLOGIES
There are not many forms of purely analog communication still in common use Analog communication today. We still experience purely analog communication when we are in a room
uses continuously varying with another person listening to what they say and looking at the expression on
signals corresponding their face. Handwritten notes are another example, but only for those who don’t
to the light or sounds text or Twitter. In a short span of years technology has moved us away from
originated by the source. analog communication and into the digital age in which nearly all other forms
of communication are either created, stored, or transmitted in digital form. The digital domain now encompasses nearly all radio, television, film, newspapers, magazines, and books with an ever-narrowing list of exceptions. Local talk radio is about the only purely analog medium that remains—local music radio stations still transmit analog signals but they play music that is stored on digital recordings. To catch up with the times the “old media” have responded with digital innovations of their own. The music industry increas- ingly relies on digital distribution through iTunes and other digital music ser- vices after facing ruin from free-but-illegal Internet downloads. Now exciting new digital media forms have emerged, ranging from video games to social networking to texting.
CHAPTER 1
| THE CHANGING MEDIA 5
TECHNOLOGY DEMYSTIFIED A DIGITAL MEDIA PRIMER
All digital transmissions are composed of only two binary number is 00000000. If the lovers begin to digits: 1 and 0. These are actually a series of on (for