MyCommunicationLab with Pearson eText -- Standalone Access Card -- Mass Media Revolution

This access code card gives you access to all of MyCommunicationLab's grade-boosting resources...PLUS a complete e-book of your textbook! MyCommunicationLab is an interactive online solution for communication courses that combines multimedia, tutorials, simulations, tests, and quizzes to make learning fun! This is the product access code card for MyCommunicationLab and does not include the actual bound book.   Debuting in its first edition Mass Media Revolution is a revolutionary learning and teaching tool designed to reflect the way students experience mass media today. With a storytelling narrative and chapter-specific videos, Mass Media Revolution helps studentsexperience mass media, enhancing their development as critical consumers. They can study, read, interact and consume their course material in print and online in a way that best suits their individual learning needs

Table of Contents:
I PAVING THE WAY TO TODAY’S MASS MEDIA   1 Introduction to the Mass Media Revolution This chapter lays out the book’s approach to the study of mass media in the digital millennium, as well as gives a broad overview of the historical and theoretical context necessary for understanding mass media from a critical perspective.     The Style and Approach of the Mass Media Revolution              A Sneak Peek at MMR                    View this movie trailer of things to come as you experience Mass Media Revolution.     Studying the Mass Media             Marshall McLuhan, Explorations                    In this 1960 broadcast, mass media theorist Marshall McLuhan predicts where the future of mass media communication and technologies are headed.     Culture and Mass Media: Sharing What We Know     From My Village to the Global Village     Convergence: Understanding Mass Media in the Digital Age     Audience Trends: What the Consumers Want     Why Are Audiences Always Being Researched?             How Ratings Work     Conclusion: Understanding New Mass Media from a Critical Perspective   2 Mass Media: A Brief Historical Narrative This chapter offers a brief survey of the roots of mass media, moving from the earliest storytellers through the dawning of the Digital Age.     The Storytellers     The Scribes     The Visual Artists     The Printers and the Publishers     The Newsmakers     The Photographers     The Music-Makers     TheRadio Broadcasters             The History of Radio                 Following three decades of Marconi’s attempt to monopolize the international wireless communication business, and a maze of competing innovations, patent battles and competitions between rival governments, radio at last moved beyond point-to-point communications.     The Filmmakers     The Television Producers             News Stories                 Again and again during times of national and international crisis, television news, as established by Edward R. Murrow, plays an essential role.     The Dawning of the Digital Age     Conclusion: Mass Media Converge   3 Media Technologies and the Dynamics of Change This chapter covers the evolution of mass media—its vast and wide-ranging content and the constantly evolving technological platforms that deliver it.     The Stages of Technological Innovation             Media Technology Format Wars             A closer look at the causes and industry effects of the HDDVD and Blu-Ray format wars.     Hurtling into the Future: The Effects of Technology on Mass Media             Paul Levinson on the Future of Mass Media             A modern communication and media professor's insight into the future of mass media—after McLuhan’s global village.     The Life or Death of the Printed Word?             World Digital Library Project             The LOC’s World Digital Library Project comes to fruition.     Conclusion: Adapting to Change     Chapter Summaries and ACEJMC Learning Objectives   II THE EVOLUTION OF MEDIA CONTENT AND PLATFORMS   4 Print Media This chapter traces the history and evolution of the three primary forms of print media: newspapers, magazines and books, as well as explores how advanced media technologies may have altered these media forever. In addition, the chapter examines two contemporary forms of print media—comic books and graphic novels—and the impact they have had on other media industries.     Early American Newspaper Publishing     The Rise of Magazine Publishing     The Evolution of the Book Industry     Technologies Extend the Print Media     The Birth of Publishing Dynasties                Otis Chandler, L.A. Times                 The late Otis Chandler, former publisher of the L.A. Times, discusses the influence of newspapers and publishing dynasties on American culture and politics.     Print Media Go Visual     The Comic Book Industry     The Graphic Novel     The Newspaper Industry in the 20th Century                Al Neuharth, USA Today                 Al Neuharth, founder of USA Today offers an in-depth analysis of the success and popularity of his paper.     The Magazine Industry in the 20th Century             Rob Covey, National Geographic                 Rob Covey, Managing Editor and Creative Director of National Geographic Online, offers insight into how the publication and the magazine industry overall is coping with the migration of content to the Web.     The Book Industry in the 20th Century     Conclusion: Will Printed Media Survive the Digital Revolution?   5 Music and Radio In this chapter we will explore the history, evolution and interconnection of the music recording and radio broadcasting industries.             Matt & Kim                 Popular indie rock group Matt & Kim recount their story of going up against the major record labels.     The Cultural Influence of Music and Sound Recording     The Birth of the Radio Broadcasting Industry             The Development of Early Radio                 Watch this to learn about the battle between the early pioneers of radio.             FM Radio                 Armstrong invents FM radio and changes the future of commercial radio.     Popular Music: The First Cultural Shift     New Sounds, Old Sounds     The Music of Revolution: The Second Cultural Shift             Woodstock                 Looking back on the Woodstock Festival on its 40th anniversary.     Musical Styles Diversify     MTV and the Birth of Music Videos     Alternative and Independent Music     The Grunge Alternative     The Hip-Hop Movement     Music and Radio Transition into the Digital Age     Peer-to-Peer (P2P) File Sharing Revolutionizes Music     Conclusion: Music and Radio Converge—and Endure   6 Film and Television This chapter describes the interconnected development of the film and television industries and the challenges and opportunities created by an empowered audience in the Digital Age.     Narrative in Film             Mise-en-Scène                 An overview on the significance of mise-en-scène in filmic storytelling.     The Early Innovators of Film             A Trip to the Moon                 View the special effects—spectacular for its time—of Méliès’ A Trip to the Moon.             The Great Train Robbery                 Porter's cross-cutting editing technique made it possible for films to display action happening in multiple locations.     The Rise of the Hollywood Studio System     Hollywood’s Golden Age     The Big Five Start to Lose Power     The Influence of International Cinema Styles             The Maltese Falcon                 John Huston's The Maltese Falcon (1941) adopted the French film noir style.     The Motion Pictures Rating System of 1968     The Rise of the Independent Film Movement     The Magic of Special Effects             Special Effects                 Audiences love special effects, as depicted in this short video history.     The Film Industry in the Digital Age     Narrative in Television     The Evolution of Television     Television Genres             Anatomy of a TV Show: The Young and the Restless                 Take a look behind the scenes of a popular daytime drama in the making.     Cable Television Innovates Content     Conflicting Visions of the Future of Television     Conclusion: The Audience Drives the Future of Film and Television   7 New Media This chapter explains what new media is and explores the highlights in its evolution, its contrast to what we now call old media, and new media’s impact on society and culture in the 21st century.     What Are the New Media and Where Did They Originate?     Innovators and Visionaries of the Internet     Rediscovering Text: E-mail and Text Messaging             The Language of Texting                 Investigative report detailing the explosion of text messaging among high school students.     The Dynamic New Media     Media Convergence: The Current Wave     Linking Up: The 21st-Century Phenomenon of Social Networking     Follow My Twitter     The New Media Politics: Grassroots to Mainstream             Politics in Cyberspace                 New media pioneer Robert Greenwald looks at the impact of new media journalism on politics and democracy.     The Gaming Generation             The History of Video Games                 A tour of some of the highlights of the evolution of video games.     Virtual Worlds: Playing in Alternate Realities     Conclusion: New New Media and the Impact on Society and Culture     Chapter Summaries and ACEJMC Learning Objectives   III MEDIA BUSINESS, ECONOMICS AND REGULATION   8 Advertising and Public Relations Learn about the allied fields of advertising and public relations in this chapter, and discover how they influence the public’s attitudes and beliefs about everything from products and brands, to political leaders, to government policies and the media.     Tracing the History of American Advertising     Advertising Is All Around Us             Mini-Stories                 This video montage of Mobius Award–winning commercials illustrates how successful advertising draws us into the story, despite how impractical or unreasonable it may be.     Product Affinity: Making Us Want It             Ejector Pew                 Provocative religious commercials, such as this one, can cast religious messages using trendy and even humorous imagery.             Suspend Reality                 Commercial advertising asks us to suspend reality and accept that we can be part of the story it is presenting.     Narrowcasting: Connecting Consumers and Products     Product Placement: Advertising Without Advertising     Breaking the Rules: Advertising in the 21st Century             Humor                 Humor is an effective way of engaging audience attention or “capturing eyeballs.”     The Influences of Commercial Advertising             Dove Evolution                 Dove brand produced a series of commercials that, rather than promote artificial beauty, encouraged young women to embrace and nurture their natural beauty, body and self esteem.     Political Advertising: Making Us Vote for It             Johnson Daisy Girl                 Sometimes negative messages are far from subtle, as depicted in this 1964 Lyndon Johnson ad, which played on the Cold War fears of most Americans at the time.             Kerry Swift Boat Vets                 The Republican political action group called the Swift Boat Veterans for Truth, created a series of television ads questioning the actions of 2004 Democratic presidential candidate John Kerry.             Clinton 3 A.M.                 When then Senator Barack Obama tenaciously held on to the lead in the closely contested Democratic primary race, then Senator Hillary Clinton came out with this ad spot.     Public Relations: Building and Managing Image     Tracing the History of American Public Relations     Public Relations Today     Developing Public Interest: Paparazzi and Promoters     Developing Public Trust: PR Ethics     Raising Social Awareness: The PSA             Sample PSAs                 Anti-drinking and anti-smoking ads, such as the ones shown in this video, reinforce the health and safety risks of alcohol and tobacco use, especially to younger audiences.     Facilitating Communication: Diversity in New PR     Conclusion: Selling Ideas, Framing Perceptions   9 Media Industry In this chapter we take a look inside the fascinating and often complex world of the business and economics of the media industry and the forces and challenges driving the industry in the 21st century.     Tracing American Media Ownership     Content Control from the Boardroom             Corporate Influence on the News                 An excerpt from Outfoxed: Rupert Murdoch’s War on Journalism, highlighting public concerns over corporate control over news.     The Economics of Media: Three Models             Arianna Huffington                 The Huffington Post’s successful business model is helping to drive the migration of newspapers and news organizations onto the Web.     The Federal Communication Commission     The Business of Music and Sound Recording     The Business of Radio     The Business of Television and Film     The Audience Is “King”     Empowering the Passive Media Consumer     The Effects of Media Globalization     Conclusion: Surviving the Business of Mass Media in the Digital Age   10 Media Bias This chapter explores why some media outlets show specific bias and identifies the different forms of bias that exist; it also takes a critical look at the audience’s role in driving bias in the media.     The Building Blocks of Bias             Catherine Crier on Media Bias                 Catherine Crier, former State Supreme Court judge, author, and TV host discusses media bias.     Are the Media Always Biased?     Packaging Media Bias     Types of Media Bias             Perspectives on Media Bias                 Multiple perspectives on bias in the media from top personalities in the field.     The Economics of Media Bias     Bias in Films and Television     Bias in Blogs     Are Mainstream Media Liberally Biased?     Drawing the Line Between Fact and Opinion             REM, “Bad Day”                 Michael Stipe’s satirical musical commentary on the 24/7 news cycle.     Conclusion: What Is the Impact of Bias in American Media?   11 Mass Media Law and Ethics This chapter explores the inextricable links between mass media, law, and the advance of technological innovation, as well as how we should define media ethics in our rapidly evolving global culture.     Brief History of Mass Media Law             Robert Wuhl, Assume the Position                 Excerpts from the HBO series Assume the Position with Robert Wuhl.     Defamation: Libel and Slander     Media and Privacy             Privacy in Public Places                 The widespread use of security monitoring technology in public places is challenging previous legal limitations on the protection of individual privacy.     Mass Media Law and National Security     Historical Roots of Copyright Law             Lawrence Lessig on Copyright History                 Stanford University Law Professor Lawrence Lessig explores the historic roots and present 21st-century challenges of U.S. Copyright Law.     Fair Use Doctrine     Copyright and Ownership of Digital Properties             Copyright Basics                 An animated quick tutorial on how copyright works.             Creative Commons                Introduction to the Creative Commons alternative to traditional copyright law.     Enforcing Copyright Law on a Global Playing Field     Confidentiality in Newsgathering     Pornography: Free Expression or Obscenity?     Ethics and Mass Media             Journalistic Ethics                 Former White House correspondent Lee Thornton on journalistic ethics and the Jayson Blair case.     The Ethical Challenges of a Converged World     Conclusion: We Are Legally and Ethically Responsible     Chapter Summaries and ACEJMC Learning Objectives     IV THE MEDIA EXPERIENCE, CULTURE AND YOU   12 The Power of Photography in Mass Media This chapter concentrates on photography as a visual mass medium and how technological advances in photography have contributed to a more active media-consumer culture.     Visual Communication in Mass Media     Finding Meaning in Visual Media     Photography and Modern Culture             History of Photography—Part I                 Learn how photography throughout its over 150-year history has played an important role in helping to define our sense of culture.             History of Photography—Part II                 Watch this segment on the impact of photography on major events in American history from the late 19th century forward.     Photojournalism: The Image as a Mass Medium             History of Photography—Part III                 A look at the work and influence of some of America’s photography masters.     Photography in the Digital Age     Conclusion: The Mass Media Effects of the Photographic Image   13 Journalism in the Digital Millennium In this chapter we will explore New Journalism and the special trends and challenges facing journalists in the 21st century and the new skill sets required to meet these new challenges.     Reinventing Journalism for the Digital Millennium     Journalism in the Online World: Alternative Forms and Methods     The New World of Reporting, Writing and Editing the News             Penniman on News for the Web                 American News Project’s Nick Penniman on the unique nature of video news stories produced directly for the Web.     Backpack Journalism: Delivering More with Fewer Resources             Penniman on Backpack Journalism                 View how the American News Project applies backpack-style journalism to muckrake (investigative) reporting.             Gentile on Backpack Journalism                 Backpack journalism pioneer Bill Gentile shares his experiences working as an embedded journalist on the frontlines.     Unique Ethical Challenges of New Journalism     Conclusion: The Mission of Journalism Remains the Same   14 Media Impact on the Global Stage This chapter looks at how mass media have led to the growth of democracies, and the role mass media systems have played on societies and cultures throughout the world in the 21st century.     The Role of Mass Media     Global Mass Media Systems     Mass Media Systems in Development             Women on the Frontlines                 Jeanine Nahigombeye, director of Radio Isanganiro, explains her sometimes risky efforts, and the efforts of other women like her, to present fair and balanced journalism promoting peace in civil-war torn Burundi.             Arthur C. Clarke                 Clarke’s groundbreaking work continues to serve as a model for the important role mass media technology plays in social and cultural development.     Mass Media and Cultural Context     Media Cultures Compete for Survival             Culture Conflict                 Excerpt from Hollywood and the Muslim World, a film by Charles C. Stuart, which features a Muslim perspective of how American media are affecting the Muslim cultural identity.             Blaming American Media                 Another excerpt from Hollywood and the Muslim World that features students from American University in Cairo expressing their views on how American culture has deeply influenced Arabs’ self identity.     Media Dominance and the Global Marketplace             Al Jazeera                 Charles C. Stuart explores the heart of the controversial Al Jazeera Network from Doha, Qatar.     Mass Media and Global Diplomacy     Equalizing the Global Community Through Media Technology     Conclusion: The Transformative Power of Mass Media   15 Stories of Diversity in American Media In this chapter we will explore the sometimes conflicting roles that the media play to advance the cause of ethnic, racial, cultural and sexual diversity, and follow the stories of pioneering figures who have used the media to push against cultural barriers and move into the mainstream.     Pioneers of Latino Media in America             The Emergence of Latino TV                 Univision’s Maria Elena Salinas explores the impact of Univision and Latino Television on today’s Latin American communities.     Pioneers of Black Media in America             John Sengstacke and the Chicago Defender                 Groundbreaking black newspaper publisher John Sengstacke, tells the story of the role of the ChicagoDefender in the Great Migration of Blacks to the North.     Pioneering Women in Early American Media             Women Stereotypes                 A critical look at historical and contemporary portrayals of women in the media, particularly through film.             The Impact of Women in Media                 Filmmaker and author Patricia Melton explores the global impact of women on television.     Pioneers of Asian American Media     Pioneers of Gay and Lesbian American Media     Conclusion: On the Path Toward Greater Future Diversity   16 Working in the Mass Media in the Digital Age This chapter talks about the multiple career opportunities one can pursue in the mass media field; videos feature days in the lives of various media professionals.     Employment Trends in Mass Media     Survey of Selected Media Industries                Newspaper Editor                     Loretta Harring, the managing editor of one of the oldest continually-published regional newspapers in America, discusses what she looks for when hiring recent journalism school graduates and the important roles still played by regional and local newspapers.             TV Sports Anchor                 Joe Fonzi, sports reporter and anchor at San Francisco television station KTVU, shares the challenges and excitement of working as a broadcast sports reporter.             NPR Radio News Host                 Michel Martin, talk radio host of the NPR news program “Tell Me More,” explains how she decides the day’s agenda, which includes carefully selecting the most important news stories of the day.             Documentary Film Producer, MTV                 Cheryl Horner Sirulnick, founder and executive producer ofGigantic! Productions for MTV, describes the creative andtechnical process of developing documentary projects.             Entertainment Public Relations Agent                 Marcus Bass, of Spelling Communications, describes his career and his experiences working as an entertainment public relations professional in Hollywood.             Radio DJ                 Sam Diggedy, popular radio DJ at KDON Top-40 radio in Northern California describes what it is like to be a popular radio DJ.             Magazine Photo Editor, National Geographic                 Elizabeth Krist, senior photo editor at National Geographic, describes the fairly involved and complex process of developing a photographic narrative to accompany an approved story.             Video Game Developer                 The founder of a leading video game company gives a tour of the process of video gave development and a glimpse inside what it is really like to work on a video game development team.     Achieving Success in the Media Industry     Conclusion: Make the Industry Want You     Chapter Summaries and ACEJMC Learning Objectives