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Oxford University, where he was awarded an Astor Visiting Lectureship. He is a fellow of the International Communication Association and was named a distinguished solar by the National Communication Association. Turow has authored 10 books, edited 5, and wrien more than 150 articles on mass media. His other books include The Aisles Have Eyes (Yale University Press, 2017); The Daily You (Yale University Press, 2012); Playing Doctor: Television, Storytelling, and Medical Power (University of Miigan Press, 2010); Niche Envy: Marketing Discrimination in the Digital Age (MIT Press, 2006); and The Hyperlinked Society (coedited with Lokman Tsui, University of Miigan Press, 2008). Additionally, he is the editor of the New Media World book series out of University of Miigan Press. Turow currently serves on the editorial boards of the Journal of Broadcasting and Electronic Media and Poetics. He has also wrien about media and advertising for the popular press (e.g., the Washington Post, the Los Angeles Times, and the Boston Globe) and has been interviewed many times on National Public Radio.
Brief Contents
Cover
Half Title
Title
Copyright
Dedication
Brief Contents
Detailed Contents
Preface
How to Use This Book
Acknowledgments
To the Student
Part I e Nature and Business of Media
1 Understanding Mass Media, Convergence, and the Importance of Media Literacy
2 Making Sense of Resear on Media Effects and Media Culture
Detailed Contents
Cover
Half Title
Title
Copyright
Dedication
Brief Contents
Detailed Contents
Preface
How to Use is Book
Anowledgments
To the Student
Part I e Nature and Business of Media
1 Understanding Mass Media, Convergence, and the Importance of Media Literacy
Introducing Media Convergence
Introducing Mass Communication
e Elements of Communication
Mass Communication Defined
Mass Media and Convergence
Mass Media, Culture, and Society
How Do We Use the Mass Media in Our Daily Lives?
How Do the Mass Media Influence Culture?
Global Media Today & Culture: A Converging Marketplace
Media Literacy
Principles of Media Literacy
Media Literacy Tools
e Benefits of a Media-Literate Perspective
Key Terms estions for Discussion and Critical
inking Activity
2 Making Sense of Resear on Media Effects and Media Culture
e Nature of Mass Media Resear
e Early Years of Mass Media Resear in the United States
Searing for Community: Early Critical Studies Resear Fearing Propaganda: Early Concerns about Persuasion
Kids and Movies: Continuing Effects
Resear
Social Relations and the Media
e Limits of Propaganda: Limited Effects Resear
Consolidating the Mainstream Approa
Studying Opinion and Behavior Change
Studying What People Learn from Media
Global Media Today & Culture: Facebook Data
Analytics
Studying Why, When, and How People Use the Media
e Rise of Critical Approaes
Moving from Mainstream Approaes to Critical Approaes
Cultural Studies
Historical Approaes to Cultural Studies
Anthropological Approaes to Cultural Studies
Linguistic and Literary Approaes to Cultural Studies
Using Media Resear to Develop Media Literacy Skills
Where Do You Stand with Respect to Media Effects?
How to Make Sense of Discussions and Arguments about Media Effects
How to Explore Your Concerns about Mass Media
Key Terms
estions for Discussion and Critical
inking Activity
e Business of Media
Identifying an Audience for Mass Media Content
Defining and Constructing a Target Audience
Creating Content to Aract the Target Audience
Determining a Genre for Mass Media Content
Entertainment
Global Media Today & Culture: e Latino Marketing
Boom
News
Education
Advertising
Mixing Genres in a Convergent Media System
Production of Mass Media Content
Media Production Firms
Distribution of Mass Media Content
Exhibition of Mass Media Content
Financing Mass Media Content
Funding New Productions
Funding When Production Is Already Complete
Media Literacy and the Business of Mass Media
Key Terms
estions for Discussion and Critical
inking Activity
4 Financing and Shaping the Media: Advertising, Public Relations, and Marketing Communications
e Advertising Industry
An Overview of the Modern Advertising Industry
Production in the Advertising Industry
Global Media Today & Culture: Advertising to MediaLiterate Consumers
Distribution in the Advertising Industry
Exhibition in the Advertising Industry
Determining an Advertisement’ s Success
What Is Public Relations?
e Public Relations Industry and Media
Production in the Public Relations
Industry
Distribution in the Public Relations Industry
Exhibition in the Public Relations Industry
e Rise of Marketing Communications
Branded Entertainment
Direct Marketing
Relationship Marketing
Advertising, Public Relations, and Convergence
Media Literacy Issues Related to Advertising and PR
Advertising and Commercialism
Truth and Hidden Influence in Public Relations
Targeting by Advertising and Public Relations Firms
Key Terms
estions for Discussion and Critical
inking Activity
5 Controls on Media Content: Government Regulation, Self-Regulation, and Ethics
Why Do Media Firms Care about What Government Does?
e First Amendment
Global Media Today & Culture: Public Content
More Allowable Government Control over Media Content
Regulating Content before Distribution
Regulating Content aer Distribution
Economic Regulation
Media Self-Regulation
External Pressures on Media to SelfRegulate
Internal Pressures on Media to SelfRegulate
e Role of Ethics
Making Ethical Decisions
Ethical Duties to Various Constituencies
Forming Ethical Standards for the Mass Media
Media Literacy, Regulation, and Ethics
Media Regulation and the Savvy Citizen
Key Terms
estions for Discussion and Critical
inking Activity
Part II e Media Industries
e Forces Driving Convergence in Media Industries
e Spread of Digital Media
e Importance of Distribution Windows
Audience Fragmentation and Segmentation
Globalization
Conglomeration
Moving Forward
Key Terms
6 e Internet Industry
e Rise of the Internet
Production, Distribution, and Exhibition on the Internet
e Net Neutrality Controversy
Global Media Today & Culture: Silk Road and Internet Bla Markets
Social Media Sites and Sear Engines
Funding Online Content
Sites Involved in Image-Making
Sites Selling Products or Services
Content Sites Selling Subscriptions
Selling Advertisements
“Web-Centered” and “App-Centered” Businesses
Media Ethics: Confronting Internet Piracy
Determining Your Own Point of View as a Critical Consumer of Media
Key Terms
estions for Discussion and Critical
inking Activity
e Book Industry
e History of the Book
e Book Industry Today
Educational and Professional Books
Consumer Books
Variety and Specialization in Book Publishing
Financing Book Publishing
Production in the Book Publishing Industry
Production in Trade Publishing
Production at a University Press
Book Production in the Electronic Age
Global Media Today & Culture: Fan Fiction
Reducing the Risks of Failure during the Production Process
Distribution in the Book Industry
e Role of Wholesalers in the Distribution Process
Assessing a Title’ s Popularity
Exhibition in the Book Publishing Industry
Exhibition of Consumer Books
Exhibition in Textbook Publishing
Convergence and Conglomeration in the Book Industry
Ethical Issues in Book Production
Key Terms
estions for Discussion and Critical
inking Activity
8 e Newspaper Industry
e Development of the Newspaper
An Overview of the Contemporary Newspaper Industry
Daily Newspapers
Weekly Newspapers
e Variety of Newspapers
Global Media Today & Culture: Immediacy, Interactivity, and Participation
Financing the Newspaper Business
Advertising
Circulation
Production in the Newspaper Industry
Creating Newspaper Content e Tenology of Publishing the Paper
Distribution in the Newspaper Industry
Determining Where to Market the Newspaper
Exhibition in the Newspaper Industry Aieving Total Market Coverage
A Key Industry Issue: Building Readership
Building Print Readership
Building Digital Readership e Future of Newspapers versus the Future of Journalism
Ethics and New Models of Journalism Key Terms
estions for Discussion and Critical
inking Activity
e Development of Magazines An Overview of the Modern Magazine Industry
Five Major Types of Magazines
Business-to-Business Magazines/Trade
Magazines
Consumer Magazines
Literary Reviews and Academic Journals
Newsleers
Comic Books
Financing Magazine Publishing
Controlled Circulation Magazines
Paid Circulation Magazines
Market Segmentation
Digital Circulation
Global Media Today & Culture: Multi-Platform Promotion
Production in the Magazine Industry
Magazine Production Goals
Producing the Magazine as a Branded Event
Distribution in the Magazine Industry
Exhibition in the Magazine Industry
Media Ethics and the Magazine Industry
Key Terms
estions for Discussion and Critical
e Rise of Records
An Overview of the Modern Recording Industry
International Ownership
Dispersed Production
Concentration of Distribution
Features of the Recording Industry
Audience
U.S. Sales: Singles versus Albums
Changing Media Platforms
Diverse Music Genres
Production and the Recording Industry
Artists Looking for Labels, Labels
Looking for Artists
Global Media Today & Culture: Risky Business: File
Sharing and Streaming Sites
Finding Music to Record
Royalties
Producing a Record
Self-Producing Music for Sale
Compensating Artists
Distribution in the Recording Industry
e Importance of Convergence in Promotion
Video, Television, and Movie Promotions
Concert Tours
Exhibition in the Recording Industry
Digital Downloads
Physical Sales
Ethical Issues in the Recording Industry
Parental Concerns about Lyrics
Industry Concerns about Piracy
Key Terms
estions for Discussion and Critical
inking Activity
11 e Radio Industry
e Rise of Radio
An Overview of the Terrestrial Radio Industry
Where and When People Listen to the Radio
AM versus FM Tenology
Commercial Radio Stations versus Noncommercial Radio Stations
Radio Market Size
Production in the Radio Industry
Radio Formats
Determining Listening Paerns
Working with Formats
Producing the Playlist
Conducting Resear to Compile the Playlist
Maintaining the Format and Retaining the Target Audience
Distribution in the Radio Industry
e Role of Networks, Syndicators, and Format Networks
Exhibition in the Radio Industry
Advertising’ s Role in Radio Exhibition Learning Who Listens Conducting Market Resear to Determine Ratings When Stations Fare Poorly in the Ratings
Radio and the New Digital World
Satellite Radio
Global Media Today & Culture: Minority and Indigenous Radio
Online Radio
Traditional Radio’ s Responses to Digital Music
Media Ethics and the Construction of Radio Audiences
Key Terms
estions for Discussion and Critical
e Rise of Motion Pictures
An Overview of the Modern Motion Picture Industry
Production in the Motion Picture Industry
e Role of the Majors
Distinguishing between Production and Distribution
e Role of Independent Producers
e Process of Making a Movie
eatrical Distribution in the Movie Industry
Finding Movies to Distribute
Global Media Today & Culture: Women in Cinema
Releasing Movies
Marketing Movies
eatrical Exhibition in the Motion Picture Industry
e Relationship between Distributors and eater Chains
Digital and 3D Screens
Convergence and Nontheatrical Distribution and Exhibition in the Motion Picture Industry
e Shi to Digital Marketing
e Shi to Online and Mobile
Downloads
e Problem of Piracy
Media Ethics and the Motion Picture Industry
Cultural Diversity and Cultural Colonialism
Key Terms estions for Discussion and Critical
inking Activity
13 e Television Industry
e Rise of Television
Television in Its Earliest Forms
An Overview of the Contemporary Television Industry
Television Broadcasting
Subscription Cable, Telco, and Satellite Services
Online and Mobile Platforms
Production in the Television Industry
Producing Cable and Satellite Channel Lineups
Producing Broadcast Channel Lineups
Producing Online/Mobile Lineups
Producing Individual Channels
Producing Individual Programs
Distribution in the Television Industry
Global Media Today & Culture: Lesbian Gay, Bisexual, Transgender, and eer (LGBTQ) People on Television
Exhibition in the Television Industry
Media Ethics: Converging Screens, Social Television, and the Issue of Personalization
Key Terms
estions for Discussion and Critical
inking Activity
14 e Video Game Industry
e Video Game Industry and Convergence
e Rise of the Video Game Industry
e Contemporary Shape of the Video Game Industry
Video Game Hardware
e Production of Video Game Soware Advertising Content and Video Games
Distribution and Exhibition of Video Games
Video Games and Convergence
Media Ethics: Confronting Key Issues
Concerns about Content
Concerns about Privacy
Concerns about Self-Regulation
Global Media Today & Culture: #Gamergate
Key Terms estions for Discussion and Critical
inking Activity
Epilogue
Notes
Photo Credits
Index
