Author Description

Most chapters end with “Cultural Impact,” “Global Impact,” “Trend and Innovations” and “Media Convergence.”1. We the People and the Mass Media. New Media, Old Media. Technology Endures, Changes, and Converges. Media and Economics: Who Will the Piper Be? And Who Pays the Piper? Media and Political Participation. Media and Society. A New Internationalism.2. How We Communicate: Processes and Economics. The Communication Process. The Mass Communication Process. Uses of Mass Communication. The U.S. Mass Communication System. The U.S. Mass Media System and the World.3. Books. Growth of Literary Culture. Books in American Life. Today's Market Structure. Audience Demand in Book Publishing Markets. Supplying the Audience's Demand.4. Newspapers. Newspapers in American Life. Today's Market Structure. Audience Demand in Newspaper Markets. Supplying the Audience's Demand. Newspapers as Organizations. Who Are American Journalists?5. Magazines. Magazines in American Life. Today's Market Structure. Audience Demand in Magazine Markets. Supplying the Audience's Demand.6. The Movies. Film in American Life. Cultural and Political Development. Today's Market Structure. Audience Demand in Movie Markets. Supplying the Audience's Demand. Supplying the International Market.7. Radio. Radio in American Life. Today's Market Structure. Audience Demand in Radio Markets. Supplying the Audience's Demand. International Radio.8. Television. Television in American Life. Today's Market Structure. Audience Demand in Television Markets. Supplying the Audience Demand.9. Music and the Recording Industry. Printed and Recorded Music in American Life. Social and Cultural Impact. The Recording Industry. Today's Market Structure. Audience Demand in Recording Markets. Supplying the Audience's Demand.10. Computers and the Information Highway. Computers in American Life. The Information Highway. Today's Market Structure. Audience Demand in Computer Markets. Supplying the Audience's Demand.11. Regulation. Regulation in American Life. Content and Information Regulation. The Threat of Regulation. Gaining Access to Journalists' Information.12. Ethics. Ethics in American Life. Classical Ethics in a Modern Society. Political and Economic Demand for Ethical Behavior. Supplying Ethical Standards. Ethical Situations and Dilemmas.13. Public Relations. Public Relations in American Life. Social and Cultural Impact. Demand for Public Relations. Supplying the Demand for Public Relations. Global Public Relations.14. Advertising. Advertising in American Life. Cultural and Political Impact of Advertising. Structure of Advertising and Demand. Supplying the Demand for Advertising.15. Mass Communication Research. Defining Mass Communication Research. Mass Communication Research in American Life. Mass Media Effects: Continuing Issues in Media Effects. Cultural Studies Today. Uses of Media. Influences on Content. Ideology.