Rich with contemporary issues and trends, Vivian’s The Media of Mass Communication 9e balances the principles and foundations of media literacy with lively examples, streamlined coverage, and a robust media package. Widely praised for its dynamic writing style, this ninth edition engages the reader with up-to-date and relatable examples, a vibrant new design and photo program, and an abundance of multimedia resources.

Part One: The Mass Media

CHAPTER 1: MASS MEDIA LITERACY

Chapter Opener

Media Ubiquity

Media Literacy

Human Communication

Media and Society

Media Economics

Chapter Wrap-Up

Review Questions

Concepts

Terms

People

Media Sources

A Thematic Chapter Summary

Boxes:

Media Case Study: Cultivating Readers

Media Timeline

Media People: Phil Donahue

Media People: Rupert Murdoch

CHAPTER 2: MEDIA TECHNOLOGY

Chapter Opener

Media Technology

Printing

Chemistry

Electronics

New Technologies

Digital Integration

Technology and Mass Communication

Chapter Wrap-Up

Review Questions

Concepts

Terms

People

Media Sources

A Thematic Chapter Summary

Boxes:

Case Study

Media Timeline: Technology

Media People: Steve Jobs

CHAPTER 3: BOOKS

Chapter Opener

Influence of Books

Books and American Culture

Book Industry

New Technology and Books

Book Products

Book Trends

Book Challenges and Issues

Chapter Wrap-Up

Review Questions

Concepts

Terms

People

Media Sources

A Thematic Chapter Summary

Boxes:

Media People: William Holmes McGuffey

Media People: Jane Friedman

Media People: Jeff Bezos

Media Case Study: O.J. Simpson’s How-To

Media Timeline: Books

CHAPTER 4: NEWSPAPERS

Chapter Opener

Newspaper Industry

Newspaper Products

Newspaper Ownership

National Dailies

New York Times

Hometown Newspapers

Gannett Initiative

Chapter Wrap-Up

Review Questions

Concepts

Terms

People

Media Sources

A Thematic Chapter Summary

Boxes:

Case Study: The Vanishing Correspondent

Media Timeline: Newspaper Milestones

Media People: Arthur Sulzberger Jr.

CHAPTER 5: MAGAZINES

Chapter Opener

Influence of Magazines

Magazine Innovations

Magazine Products

Magazine Industry

Magazines as Niche Media

New Competition

Chapter Wrap-Up

Review Questions

Concepts

Terms

People

Media Sources

A Thematic Chapter Summary

Boxes:

Case Study: Magazines and the Internet

Media Timeline: Magazines

Media People: Margaret Bourke-White

Media People: DeWitt and Lila Wallace

Media People: Sara Josepha Hale

CHAPTER 6: SOUND RECORDING

Chapter Opener

Recording Industry

Downloads

Authorized Downloads

Artistic Autonomy

Regulatory Pressure

Dependence on Radio

Chapter Wrap-Up

Review Questions

Concepts

Terms

People

Media Sources

A Thematic Chapter Summary

Boxes:

Case Study: Podcasting Evolution

Media Timeline

Media People: Shawn Fanning

Media People: 50 Cent

CHAPTER 7: MOTION PICTURES

Chapter Opener

Significance of Movies

Movie Products

Hollywood Studios

Movie Production

Exhibition Shift

Blockbusters

Chapter Wrap-Up

Review Questions

Concepts

Terms

People

Media Sources

A Thematic Chapter Summary

Boxes:

Case Study: In-Your-Face Documentaries

Media Timeline: Movies

Media People: Robert Flaherty

Media People: Lourdes Portillo

Media People: Sherry Lansing

Media People: Walt Disney

Media People: Steven Spielberg

CHAPTER 8: RADIO

Chapter Opener

Influence of Radio

Radio Content

Commercial Terrestrial Radio

Corporate Radio

Public Radio

Satellite Radio

Whither Radio?

Chapter Wrap-Up

Review Questions

Concepts

Terms

People

Media Sources

A Thematic Chapter Summary

Boxes:

Media Case Study: Civility on the Airwaves

Media Timeline: Radio

Media People: Gordon McLendon

Media People: Edward R. Murrow

Media People: Terry Gross

Media People: Howard Stern

CHAPTER 9: TELEVISION

Chapter Opener

Television in Transition

Over-Air Delivery

Cable Delivery

Satellite-Direct Delivery

Video on Demand

Economics of Television

Public Television

Future for Television

Chapter Wrap-Up

Review Questions

Concepts

Terms

People

Media Sources

A Thematic Chapter Summary

Boxes:

Media Case Study: Television as Baby-Sitter

Media People: Ed Parsons

Media People Susan Zirinsky

Media Timeline: Television Technology

CHAPTER 10: INTERNET

Chapter Opener

Influence of Internet

Internet Origins

World Wide Web

The Internet Industry

Reshaping the Internet

Internet Issues

Internet Future

Chapter Wrap-Up

Review Questions

Concepts

Terms

People

Media Sources

A Thematic Chapter Summary

Boxes:

Case Study: How Do Bloggers Know What They Know?

Media People: Tim Berners-Lee

Media People: Marc Andreesen

Media Timeline: Internet

Media People: Gordon Moore

Media People: Glenn Reynolds

Part Two: Mass Messages

CHAPTER 11: NEWS

Chapter-Opener

Journalism Traditions

Concept of News

Truth and News

Personal Values in News

Variables Affecting News

Influences on News

Confidential Sources

Journalism Trends

Chapter Wrap-Up

Review Questions

Concepts

Terms

People

Media Sources

A Thematic Chapter Summary

Boxes:

Case Study: Reporter’s Choice: Tell or Jail?

Media People: Benjamin Day

Media People: James Gordon Bennett

Media People: Seymour Hersh

Media People: Ida Tarbell

Media Timeline: News

CHAPTER 12: Public Relations

Chapter-Opener

Importance of Public Relations

Origins of Public Relations

Structure of Public Relations

Public Relations Services

Public Relations and Advertising

Media Relations

Directions for Public Relations

Chapter Wrap-Up

Review Questions

Concepts

Terms

People

Media Sources

A Thematic Chapter Summary

Boxes:

Case Study: Crisis Management at Time

Media Timeline: Public Relations

Media People: Paul Garrett

Media People: Jack Abramoff

Media People: Leslie Unger

Media People: Edward Bernays

CHAPTER 13: ADVERTISING

Chapter Opener

Importance of Advertising

Origins of Advertising

Advertising Agencies

Placing Advertisements

New Advertising Platforms

Brand Strategies

Advertising Tactics

New Advertising Tactics

Advertising Regulation

Problems and Issues

Chapter Wrap-Up

Review Questions

Concepts

Terms

People

Media Sources

A Thematic Chapter Summary

Boxes:

Media Case Study: Countering Cultural Imperialism

Media Timeline: Advertising

Media People: Dave Balter

CHAPTER 14: ENTERTAINMENT

Chapter-Opener: High-Speed Transportation

Entertainment in History

Performance as Media Entertainment

Story-Telling

Music

Sports as Media Entertainment

Sex as Media Content

Gaming as Media Content

Artistic Values

Pop Art

Chapter Wrap-Up

Review Questions

Critical Thinking

For Further Learning

Keeping Up to Date

Boxes:

Media People: Nancy Tellum

Case Study: Has Hollywood Institutionalized Racism?

CHAPTER 15: MEDIA RESEARCH

Chapter-Opener

Public-Opinion Sampling

Measuring Audience Size

Audience Measurement Techniques

Measuring Audience Reaction

Audience Analysis

Chapter Wrap-Up

Review Questions

Concepts

Terms

People

Media Sources

A Thematic Chapter Summary

Boxes:

Media Case Study: Tracking Technology

Media People: George Gallup

Media People: Andy Kohut

Media People: Richard Schwartz

Media Timeline: Media Research

Part Three: Mass Media Issues

CHAPTER 16: MASS MEDIA EFFECTS

Chapter Opener: Orson Welles

Effects Theory

Lifestyle Effects

Attitudes Effects

Social Stability

Cultural Effects

Behavioral Effects

Media-Depicted Violence

Individual Selectivity

Chapter Wrap-Up

Concepts, Terms, People

Media Sources

Review Questions

Thematic Chapter Summary

Boxes:

Media Timeline

Case Study: Media Advocacy: Will It Make a Difference?

Media People: Kathleen Rutledge

Media People: George Gerbner

CHAPTER 17: GLOBAL MASS MEDIA

Chapter Opener: The Hellfire Pictures

Mass Media and Nation-States

War as a Libertarian Test

Arab Media Systems

Mass Media and Terrorism

Battle for Iran

China Media

Distinctive Media Systems

Media Pressure Points

Chapter Wrap-Up

Review Questions

Thematic Chapter Summary

Boxes:

Media Case Study: Vanishing Foreign Correspondent

Media People: Kimberly Dozier

Media People: Jineth Bedoya Lima

Media People: Bill Xia

Media People: Orhan Pamuk

CHAPTER 18: MASS MEDIA AND GOVERNANCE

Chapter-Opener: Populist Appeals

Media Role in Governance

Media as Information Sources

Media Effects on Governance

Government Manipulation of Media

Status of the Watchdog

Political Campaigns

Campaign Blogs

Media-Government Issues

Chapter Wrap-Up

Concepts Terms, People

Media Sources

Review Questions

Thematic Chapter Summary

Boxes:

Case Study: Governance or Journalistic Failure?

Media People: Donna Brazile

Media People: Helen Thomas

Media People: Tony Snow

CHAPTER 19: MASS MEDIA LAW

Chapter Opener

Intellectual Property

Free Expression

Broadening Protection

Defamation

Indecency

Privacy Law

Journalism Law

Chapter Wrap-Up

Review Questions

Concepts

Terms

People

Media Sources

A Thematic Chapter Summary

Boxes:

Case Study: The Price of Free Music

Media Timeline: Mass Media Law

Media People: Jay Near

Media People: Clarence Brandenburg

Media People: John Brinkley

CHAPTER 20: ETHICS

Chapter Opener

The Difficulty of Ethics

Media Ethics

Moral Principles

Process vs. Outcome

Potter’s Box

Ethics and Other Issues

Unsettled, Unsettling Questions

Chapter Wrap-Up

Review Questions

Concepts

Terms

People

Media Sources

A Thematic Chapter Summary

Boxes:

Media Timeline: Media Ethics

Media People: Charlie Gay

Media People: Ted Cohen

Media People: Arthur Ashe

Media Case Study: Government Definition of Ethics

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