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For Bedford/St. Martin’s
Vice President, Editorial, Macmillan Learning Humanities: Edwin Hill
Senior Program Director for Communication and College Success: Erika
Gutierrez
Senior Development Manager: Susan McLaughlin
Senior Developmental Editor: Christina Lembo
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Media Project Manager: Sarah O’Connor Kepes
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Cover Design: William Boardman
Cover Photo: Linghe Zhao/Getty Images
Composition: Lumina Datamatics, Inc.
Copyright © 2018, 2016, 2013, 2011 by Bedford/St. Martin’s. All rights reserved. No part of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, except as may be expressly permitted by the applicable copyright statutes or in writing by the Publisher.
2 1 0 9 8 7 f e d c b a
For information, write: Bedford/St. Martin’s, 75 Arlington Street, Boston, MA 02116 (617-399-4000)
ISBN-13: 978-1-3190-7782-2 (EPUB)
Acknowledgments
Acknowledgments and copyrights appear on the same page as the text and art selections they cover; these acknowledgments and copyrights constitute an extension of the copyright page. It is a violation of the law to reproduce these selections by any means whatsoever without the written permission of the copyright holder.
Preface
THE DIGITAL FUTURE OF MASS MEDIA HAS ARRIVED, and we’re experiencing it firsthand. Not only has there been a fundamental change in the ways we use and consume media, but also in the many ways that media messages saturate our lives. As media industries continue to evolve and converge, we want students to have the critical tools they need to understand the media-saturated world around them. These tools, and an understanding of the fundamentals of media studies, are exactly what we had in mind when we wrote Media Essentials.
Media Essentials distills media industries and major concepts like digital convergence and legal controls down to their essence. Each chapter offers incisive historical context, frames key concepts up front, and uses pivotal examples to tell the broader story of how different forms of media have developed, how they work, and how they connect to us today. For example, Chapter 5, “Sound Recording and Popular Music,” explores the roots of sound recording, tracing its evolution from cylinders and flat disks to classic vinyl, tape, and, eventually, a number of digital formats. The chapter goes on to describe how popular music first in the form of rock and roll in the 1950s shook up American (and global) culture, and continued to do so with folk, country, soul, punk, and hip-hop genres. It then follows the money through an in depth section on the economics of sound recording, explaining how digital formats of recorded music have completely upended the music industry, leaving music fans more likely to stream music on their smartphones than assemble a collection of music, like previous generations of fans might have done. The chapter concludes with a discussion of music’s role in a democratic society.
In addition to a wealth of content offered in every chapter, Media Essentials continues to be substantially briefer than competing books.
Throughout the book, our coverage is succinct, accessible, and peppered with memorable examples, and the book’s unique approach distilling media information to its core gives instructors the space to add in personal research or social perspectives. This fourth edition has been further streamlined to focus on the most essential information and the most relevant examples, and a bright, updated design with more than 80 new photos keeps students engaged as they read.
In this fourth edition, we’ve also emphasized the importance of the digital turn, a shift in media use and consumption resulting from the emergence of the Internet as a mass medium. Characterized by lightning fast Internet and ever-more-powerful personal devices, the digital turn has enabled an array of media to converge and be easily shared, bringing both disruption and innovation to every traditional mass media industry. A new section in Chapter 1 introduces this crucial development right up front, and we’ve renamed our Converging Media boxes to reflect this increased emphasis; now called The Digital Turn Case Studies, these boxes go in depth on timely issues related to all facets of the digital turn, with new topics that include Fear of Missing Out (FOMO), Netflix’s predictive algorithm, “sexting” and pornography, and using online marketing to attract a movie audience in this digital age.
The fourth edition also includes revised and reorganized economics sections in each industry chapter, which spotlight the latest economic developments across the media landscape, particularly since the digital turn. For example, Chapter 3 explores the continued impact of convergence on the newspaper business model; Chapter 5 spotlights how making, selling, and profiting from music has changed in this age of streaming; and Chapter 9 focuses on the five leading digital media companies that seek to control the Internet.
Because the book also practices convergence, Media Essentials has an online video program accessible in LaunchPad, with clips that offer students firsthand experience with important (and attention-grabbing) media texts, covering everything from groundbreaking films like 12 Years a Slave to
streaming TV hits like Stranger Things. Half of the suggested video clips accompanying the text’s case studies are new to this edition. LaunchPad also includes access to LearningCurve, an adaptive quizzing system that helps students figure out what they know and what material they need to review. LaunchPad for Media Essentials can be packaged with the book at a significant discount.
Hallmark Features of Media Essentials
Clear, streamlined, and accessible. Significantly briefer than competing texts, Media Essentials addresses all the topics typically covered in introductory mass communication books. From the media industries to legal controls, it offers just the right amount of detail, ensuring that students have enough information to make connections and develop media literacy.
An organization that supports learning. Media Essentials offers a chronological table of contents and consistent organization. Each chapter includes a brief history of the topic, a discussion of the evolution of the medium, a look at media economics, and coverage of the medium’s relationship to democracy, media literacy, and convergence enabled by the digital turn. This consistent organization and focus helps students make their way through the material while they grasp themes both big and small. Under each major heading, a preview paragraph highlights key ideas and contextualizes them, guiding students through the material.
Learning tools help students master the material. Each chapter opens with an outline highlighting what topics will be covered, while The Digital Turn and Media Literacy Case Study boxes address relevant topics in greater detail and help students think critically about them. Finally, each chapter concludes with Chapter Essentials, a useful study guide that helps students review material and prepares them for quizzes and exams.
New to This Fourth Edition
Print and media that converge with LaunchPad. LaunchPad for Media
Essentials, Fourth Edition, Macmillan Learning’s online course space, meets students where they love to be – online. Available to be purchased on its own or packaged with the text at a significant discount, LaunchPad for the fourth edition includes the following new features:
A brand new digital timeline feature will help students dive into the history of mass communication and see how one event or advancement led to the next.
Media Literacy Practice activities, which encourage students to apply and practice their media literacy skills, have gone digital. An online activity is included for each chapter.
Half of the video clips accompanying the text’s case studies are new to this edition, and the clips throughout the text are now divided into two distinct types:
Web Clips, which suggest an easily accessible third-party video clip and provide a related discussion question; links are included in LaunchPad
LaunchPad video quizzes, where students can view a video directly on LaunchPad, respond to accompanying critical thinking questions, and have their answers recorded in the gradebook.
We’ve included clips from movies, TV shows, online sources, and other media texts like Stranger Things, Black-ish, and Spotlight, in addition to insightful interviews with media experts and newsmakers. For a complete list of available clips, see the inside back cover.
Expanded coverage of the digital turn. Characterized by lightning fast Internet and ever-more-powerful personal devices, the digital turn has enabled an array of media to converge and be easily shared. A new section in Chapter 1 introduces this crucial development right up front, and Converging Media boxes have been renamed to reflect this increased emphasis; now called The Digital Turn Case Studies, these boxes go in depth on a variety of timely issues related to the digital turn. New topics include Fear of Missing Out (FOMO) and using online marketing to attract a movie audience in this digital age.
Revised and reorganized economics sections in each industry chapter. These sections spotlight the latest economic developments across the media landscape, particularly since the digital turn. For example, Chapter 3 explores the continued impact of convergence on the newspaper business model, while Chapter 9 focuses on the five leading digital media companies that seek to control the Internet.
A more streamlined text with an updated design. The text has been further streamlined to focus on the most essential information and the most relevant examples, and a bright, updated design with more than 80 new photos keeps students engaged and energized as they read.
Updated coverage of all the latest developments in the world of mass media.
New chapter openers bring students into the stories of the media with current and attention-grabbing coverage of recent events, including hashtag activism, the popularity of young-adult fiction, Stranger Things and streaming TV, Let’s Play gaming videos, WikiLeaks, Snapchat marketing, and President Trump’s relationship with the media.
New and expanded coverage includes developments during and after the 2016 presidential election; a fully updated look at the evolution of the Internet, including the development of commercialization, social media, and the Semantic Web; and more robust coverage of social media and mobile advertising.
Cutting edge examples discuss Spotlight, Fun Home, Chance the Rapper, Nintendo Switch, Black-ish, Deadpool, and DJ Khaled among others.
Fully updated figures, tables, and graphs incorporate the latest in industry data.
Student Resources
For more information on student resources or to learn about package options, please visit the online catalog at macmillanlearning.com.
LaunchPad: Where Students Learn
Digital tools for Media Essentials, Fourth Edition, are available on LaunchPad, a dynamic online platform that combines a curated collection of videos, homework assignments, e-Book content, and the LearningCurve adaptive quizzing program, organized for easy assignability, in a simple user interface. LaunchPad for Media Essentials features:
A fully interactive e-Book. Every LaunchPad e-Book comes with powerful study tools, multimedia content, and easy customization tools for instructors. Students can search, highlight, and bookmark, making studying easier and more efficient.
LearningCurve adaptive quizzing. In every chapter, call-outs prompt students to tackle the game-like LearningCurve quizzes to test their knowledge and reinforce learning of the material.
Integrated video clips that extend and complement the book. A rich library of LaunchPad videos and suggested Web clips offers easy access to clips from movies, TV shows, interviews, and more.
Video assignment tools. LaunchPad’s video assignment tools provide an easy way for instructors and students to upload, embed, and assess video assignments.
The newest edition of our Media Career Guide. LaunchPad includes a digital version of this practical, student-friendly guide to media jobs, featuring tips and career guidance for students considering a major in the media industries.
To learn more about LaunchPad for Media Essentials or to purchase access, go to launchpadworks.com.
Your e-Book. Your way.
A variety of e-book formats are available for use on computers, tablets, and e-readers, featuring portability, customization options, and affordable prices. For more information, visit macmillanlearning.com/ebooks.
Media Career Guide: Preparing for Jobs in the 21st Century, Eleventh Edition
Sherri Hope Culver; ISBN 978-1-319-12646-9
Practical, student-friendly, and revised to address recent statistics on the job market, this guide includes a comprehensive directory of media jobs, practical tips, and career guidance for students considering a major in the media industries. The Media Career Guide can also be packaged at a significant discount with the print text. An electronic version comes integrated in LaunchPad for Media Essentials.
Instructor Resources
For more information or to order or download the instructor resources, please visit the online catalog at macmillanlearning.com.
LaunchPad for Media Essentials, Fourth Edition
At Bedford/St. Martin’s, we are committed to providing online resources that meet the needs of instructors and students in powerful yet simple ways. We’ve taken what we’ve learned from both instructors and students to create a new generation of technology featuring LaunchPad. With its studentfriendly approach, LaunchPad offers our trusted content organized for easy assignability in a simple user interface. Access to LaunchPad can be packaged with Media Essentials at a significant discount or purchased separately.
An easy-to-use interface. Ready-made interactive LaunchPad units give you the building blocks to assign instantly as is, or customize to fit your course. A unit’s worth of work can be assigned in seconds, significantly decreasing the amount of time it takes for you to get your course up and running.
Intuitive and useful analytics. The gradebook quickly and easily allows you to gauge performance for your whole class, for individual students, and for individual assignments, making class prep time as well as time spent with students more productive.
A fully interactive e-Book. Every LaunchPad e-Book comes with powerful study tools, multimedia content, and easy customization tools for
instructors. Students can search, highlight, and bookmark, making studying easier and more efficient.
LearningCurve adaptive quizzing. In every chapter, call-outs prompt students to tackle the game-like LearningCurve quizzes to test their knowledge and reinforce learning of the material. Based on research as to how students learn, LearningCurve motivates students to engage with course materials, while the reporting tools let you see what content students have mastered, allowing you to adapt your teaching plan to their needs.
Integrated video clips that extend and complement the book. A rich library of LaunchPad videos and suggested Web clips offers easy access to clips from movies, TV shows, interviews, and more.
Video assignment tools. LaunchPad’s video assignment tools provide an easy way for instructors and students to upload, embed, and assess video assignments. This flexible functionality lets you use video however you want in a secure setting.
Instructor resources. The Instructor’s Resource Manual, test bank, and lecture slides, as well as two 20-question review quizzes for each chapter, are all available in the LaunchPad for Media Essentials, Fourth Edition.
Find out more at www.launchpadworks.com or contact your Bedford/St. Martin’s sales representative for more details.
Instructor’s Resource Manual
This downloadable manual provides instructors with a comprehensive teaching tool for the introduction to mass communication course. Every chapter offers teaching tips and activities culled from dozens of instructors who teach thousands of students. In addition, this extensive resource provides a range of teaching approaches, tips for facilitating in-class discussions, writing assignments, outlines, lecture topics, lecture spin-offs, critical-process exercises, classroom media resources, and an annotated list of more than two hundred video resources.
Lecture Slides
Slide presentations to help guide each chapter’s lecture are available for download.
Test Bank
Available formatted for Windows and Mac, the Test Bank includes multiple choice, fill-in-the-blank, and essay questions for every chapter in Media Essentials.
Acknowledgments
We wish every textbook author could have the kind of experience we’ve had while working on Media Essentials and would like to thank everyone at Bedford/St. Martin’s who supported this project through its editions and stages, including Vice President Edwin Hill, Senior Program Director Erika Gutierrez, Senior Development Manager Susan McLaughlin, Marketing Manager Kayti Corfield, and Senior Editor Christina Lembo, who helped us develop this edition. We also appreciate the tireless work of Senior Content Project Manager Kerri Cardone, who kept the book on schedule while making sure all details were in place; Senior Workflow Manager Jennifer Wetzel; Senior Media Editor Tom Kane; and Editorial Assistant Kathy McInerney. We are also grateful to our research assistant, Susan Coffin. We extend particular and heartfelt thanks to our collaborator and contributor Shawn Harmsen, for all of his invaluable ideas, expertise, and excellent writing, as well as past contributor Jimmie Reeves, particularly for his knowledge in the world of digital gaming.
We also want to thank the many fine and thoughtful reviewers who contributed ideas to earlier editions of Media Essentials: Aje-Ori Agbese, University of Texas Pan American; Julie Andsager, University of Iowa; Vince Benigni, College of Charleston; Michael Bowman, Arkansas State University; Scott Brown, California State University, Northridge; Ted Carlin, Shippensburg University of Pennsylvania; Cheryl Casey, Champlain College; Jerome D. DeNuccio, Graceland University; Barbara Eisenstock, California State University, Northridge; Jennifer Fleming, California State
University–Long Beach; Doug Ferguson, College of Charleston; David Flex, College of DuPage; Katie Foss, Middle Tennessee State University; Nathaniel Frederick, Winthrop University; Peter Galarneau Jr., West Virginia Wesleyan College; Mary-Lou Galician, Arizona State University; Neil Goldstein, Montgomery Country Community College; August Grant, University of South Carolina; Jennifer Greer, University of Alabama; Jodie Hallsten, Illinois State University; Allison Hartcock, Butler University; Kirk Hazlett, Curry College; Amani E. Ismail, California State University, Northridge; Kate Joeckel, Bellevue University; Sharon Mazzarella, James Madison University; Daniel G. McDonald, Ohio State University; Gary Metzker, California State University–Long Beach; James E. Mueller, University of North Texas; Robert M. Ogles, Purdue University; Ileana Oroza, University of Miami; Lawrence Overlan, Wentworth Institute of Technology; Daniel A. Panici, University of Southern Maine; Kenneth Payne, Western Kentucky University; Zengjun Peng, St. Cloud State University; Samantha Phillips, University of Miami; Selene Phillips, University of Louisville; David Pierson, University of Southern Maine; Jennifer Proffitt, Florida State University; D. Matthew Ramsey, Salve Regina University; Arthur A. Raney, Florida State University; Chadwick Lee Roberts, University of North Carolina, Wilmington; Steve H. Sohn, University of Louisville; Martin David Sommerness, Northern Arizona University; Mark Steensland, Pennsylvania State–Erie; Carl Sessions Stepp, University of Maryland; Melvin Sunin, Pennsylvania State–Erie; Mike Trice, Florida Southern College; Matthew Turner, Radford University; Richard West, University of Texas at San Antonio; Mark J. P. Wolf, Concordia University Wisconsin; and Yanjun Zhao, Morrisville State College.
We’d also like to thank the excellent reviewers who gave us feedback as we prepared the fourth edition: Barbara Barnett, University of Kansas; Ted Carlin, Shippensburg University of Pennsylvania; Cheryl Casey, Champlain College; Don Diefenbach, University of North Carolina at Asheville; Scott Dunn, Radford University; Barbara Eisenstock, California State University, Northridge; Doug Ferguson, College of Charleston; Harvey Jassem, University of Hartford; Kate Joeckel, Bellevue University; Steven Keeler,
Cayuga Community College; Jodi Hallsten Lyczak, Illinois State University; Mark Raduziner, Johnson County Community College; D. Matthew Ramsey, Salve Regina University; Martin David Sommerness, Northern Arizona University; Jeff South, Virginia Commonwealth University; Andris Straumanis, University of Wisconsin - River Falls; Erin Szabo, College of St. Benedict/St. John’s University; and Matthew Turner, Radford University.
Special thanks from Richard Campbell: I am grateful to all my former students at the University of Wisconsin–Milwaukee, Mount Mary College, the University of Michigan, and Middle Tennessee State University, as well as to my current students at Miami University. Some of my students have contributed directly to this text, and thousands have endured my courses over the years and made them better. My all-time favorite former students, Chris Martin and Bettina Fabos, are coauthors, as well as the creators of our book’s Instructor’s Manual and Test Bank. I am grateful for all their work, ideas, and energy.
Special thanks from Christopher Martin and Bettina Fabos: We would like to thank Richard Campbell, with whom it is a delight working on this project, as well as Shawn Harmsen, one of Bettina’s former students. We also appreciate the great devotion, creativity, and talent that everyone at Bedford/St. Martin’s brings to the book. We would like to thank reviewers and our own journalism and media students for their input and for creating a community of sorts around the theme of critical perspectives on the media. Most of all, we’d like to thank our daughters, Olivia and Sabine, who bring us joy and laughter every day, and a sense of mission to better understand the world of media in which they live.
ABOUT THE AUTHORS
BRIEF CONTENTS
PREFACE
MASS MEDIA INDUSTRIES
