Media of mass communication / John Vivian.

Includes bibliographical references and index.

Mass media literacy: Media Ubiquity Mediated Communication Literacy for Media Consumers Assessing Media Messages Purposeful Mass Communication Media and Society -- Media technology: Media Technology Printing Technology Chemistry Technology Electrical Technology Current Technologies Digital Integration Technology and Mass Communication -- Media economics: Financial Foundations Ownership Structures Alternative Media Ownership Government Role New Media Funding Media Economic Patterns -- ink on paper: Print Media Industries Newspaper Industry Leading Newspapers Magazine Industry Reinventing Magazines Book Industry Book Genres Book Industry Prospects Post-Print Culture -- Sound media: Long-Term Symbiosis Recording Industry Radio Industry Characteristic of U.S. Radio Influence of Radio Radio Industry Directions -- Motion media: Movie-Television Meld&l. -- New Media landscape : Jobs' Historical Model Portals Search Engines Messaging User-Generated Sites Online Commerce Online Domination Games Archives-- News: Concept of News Bennett News Model Hutchins News Model Rethinking News Models Personal Values in News Variables Affecting News Quality of News Journalism Trends -- Entertainment : Entertainment in History Mediated Performance Storytelling Music Sports as Media Entertainment Sex as Media Content Gaming as Media Content Artistic Values-- Public relations : Public Relations Scope Public Relations in Context Roots of Public Relations Public Relations as Strategy Public Relations Tactics Professionalization -- Advertising : Importance of Advertising Origins of Advertising Advertising Agencies Placing Advertisements Brand Strategies Advertising Tactics Contemporary Advertising Techniques -- Mass audiences: Discovering Mass Audiences Audience Measurement Principles Measuring Audience Size Audience Measurement Techniques Measuring Audience Reaction Audience Analysis -- Mass media effects: Effects Theories Lifestyle Effects Attitude Effects Cultural Effects Behavioral Effects Media-Depicted Violence -- Mass media globalization : Mass Media and the Nation States War as a Libertarian Test Online Global Reform Trans-Border Soft Diplomacy Arab Media Systems China Model -- Ethics : The Difficulty of Ethics Media Ethics Moral Principles Process versus Outcome Potter's Box Ethics, Law and Practicality Unsettling Media Issues -- Index