media11th book

MEDIA & CULTURE Mass Communication in a Digital Age

Eleventh Edition

Richard Campbell Miami University

Christopher R. Martin University of Northern Iowa

Bettina Fabos University of Northern Iowa

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Boston | New York

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“WE ARE NOT ALONE.” For my family—Reese, Chris, Caitlin, and Dianna

“YOU MAY SAY I’M A DREAMER, BUT I’M NOT THE ONLY ONE.”

For our daughters—Olivia and Sabine

For Bedford/St. Martin’s

Vice President, Editorial, Macmillan Learning Humanities: Edwin Hill Publisher for Communication: Erika Gutierrez Development Manager: Susan McLaughlin Developmental Editor: Kate George Senior Production Editor: Harold Chester Media Producer: Sarah O’Connor Senior Production Supervisor: Jennifer Wetzel Marketing Manager: Kayti Corfield Assistant Editor: Will Stonefield Editorial Assistant: Daniela Velez Copy Editor: Jamie Thaman Senior Photo Editor: Martha Friedman Photo Researcher: Sue McDermott Barlow Permissions Manager: Kalina Ingham Senior Art Director: Anna Palchik Text Design: Maureen McCutcheon Cover Design: John Callahan Cover Image: Paul McGee/Getty Images Composition: Cenveo Publisher Services Printing and Binding: LSC Communications

Copyright © 2017, 2016, 2015, 2014 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

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as may be expressly permitted by the applicable copyright statutes or in writing by the Publisher.

Manufactured in the United States of America.

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For information, write: Bedford/St. Martin’s, 75 Arlington Street, Boston, MA 02116 (617-399-4000)

ISBN 978-1-3190-5851-7 (Paperback) ISBN 978-1-3190-6829-5 (Loose-leaf Edition)

Acknowledgments Text acknowledgments and copyrights appear at the back of the book on page C-1, which constitutes an extension of the copyright page. Art acknowledgments and copyrights appear on the same page as the art selections they cover.

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About the Authors

RICHARD CAMPBELL, chair of the Department of Media, Journalism, and Film at Miami University, is the author of “60 Minutes” and the News: A Mythology for Middle America (1991) and coauthor of Cracked Coverage: Television News, the Anti-Cocaine Crusade, and the Reagan Legacy (1994). Campbell has written for numerous publications, including Columbia Journalism Review, Critical Studies in Mass Communication, Journal of Communication, and TV Quarterly. He also serves on the board of directors for Cincinnati Public Radio. He holds a Ph.D. from Northwestern University and has also taught at the University of Wisconsin– Milwaukee, Mount Mary College, the University of Michigan, and Middle Tennessee State University.

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CHRISTOPHER R. MARTIN, professor of communication studies and digital journalism at the University of Northern Iowa, is the author of Framed! Labor and the Corporate Media (2003). He has written articles and reviews on journalism, televised sports, the Internet, and labor for several publications, including Communication Research; Journal of Communication; Journal of Communication Inquiry; Labor Studies Journal; Culture, Sport, and Society; and Perspectives on Politics. He is also on the editorial board of the Journal of Communication Inquiry. Martin holds a Ph.D. from the University of Michigan and has also taught at Miami University.

BETTINA FABOS, an award-winning video maker and former print reporter, is an associate professor of visual communication and interactive digital studies at the University of Northern Iowa. She is the author of Wrong Turn on the Information Superhighway: Education and the Commercialized Internet (2004). Her areas of expertise include critical media literacy and Internet commercialization, and her current work revolves around digital culture, digital visualization, and digital photo archiving. A recipient of both Fulbright and Spencer Fellowships, Fabos holds a Ph.D. from the University of Iowa and has also taught at Miami University.

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Brief Contents

1 Mass Communication: A Critical Approach

PART 1: DIGITAL MEDIA AND CONVERGENCE

2 The Internet, Digital Media, and Media Convergence   3 Digital Gaming and the Media Playground

PART 2: SOUNDS AND IMAGES

4 Sound Recording and Popular Music   5 Popular Radio and the Origins of Broadcasting   6 Television and Cable: The Power of Visual Culture   7 Movies and the Impact of Images

PART 3: WORDS AND PICTURES

8 Newspapers: The Rise and Decline of Modern Journalism   9 Magazines in the Age of Specialization  10 Books and the Power of Print

PART 4: THE BUSINESS OF MASS MEDIA

11 Advertising and Commercial Culture  12 Public Relations and Framing the Message

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13 Media Economics and the Global Marketplace

PART 5: DEMOCRATIC EXPRESSION AND THE MASS MEDIA

14 The Culture of Journalism: Values, Ethics, and Democracy  15 Media Effects and Cultural Approaches to Research  16 Legal Controls and Freedom of Expression

EXTENDED CASE STUDY: Analyzing the Coverage of the Volkswagen and Takata Crises

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Preface

The digital future of mass media is here—we’re living it right now. E- books are outselling print books on Amazon, digital album sales and streaming songs dominate the music industry, and social networking sites like Snapchat, Instagram, Facebook, and Twitter reach hundreds of millions of users worldwide. As mass media converge, the newest devices multitask as e-readers, music players, Web browsers, TV and movie screens, gaming systems, and phones.

But while many of today’s students have integrated digital media into their daily lives, they may not understand how the media evolved to this point; how technology converges text, audio, and visual media; and what all these developments mean. This is why we believe the critical and cultural perspectives at the core of Media & Culture’s approach are more important than ever. Media & Culture pulls back the curtain to show students how the media really work—from the roots and economics of each media industry to the implications of today’s consolidated media ownership to how these industries have changed in our digital world. By looking at the full history of media through a critical lens, students will leave this course with a better understanding of the complex relationship between the mass media and our shared culture.

The eleventh edition of Media & Culture confronts the digital realities of how we consume media—and how students learn in today’s classroom. The book’s stunning new design, paired with updates to every chapter, keeps Media & Culture current and relevant, while new photos keep students interested and engaged. New chapter openers and chapter features bring the most current issues and developments right into your mass communication classroom. We are excited about the new interactive time line and media literacy exercises within LaunchPad for Media & Culture that will help bring the course to life for students in one of their favorite environments: the Internet. Throughout the book, “Elsewhere” pages cross-reference media stories and statistics, showing the Web-like connections between media industries and key issues. Part-opening infographics convey complex

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media relationships with eye-catching statistics and factoids about shifts in media consumption, ownership, and the most important and vital digital companies. “Digital Job Outlook” boxes offer perspectives from industry insiders on how media jobs actually work. And a thoroughly revised and updated Chapter 13, “Media Economics and the Global Marketplace,” addresses the new economic realities of the media world with more visuals and even greater digital savvy.

Media & Culture shares stories about the history of media, the digital revolution, and ongoing convergence—and the book itself practices convergence, too. The eleventh edition is available packaged with LaunchPad, combining print and digital media in an interactive e- book featuring video clips of media texts, links to streaming media, an insider’s look at the various media industries, the brand-new interactive time line, and media literacy exercises—along with quizzes, activities, and instructor resources.

Of course, Media & Culture retains its well-loved and teachable organization, which supports instructors in their quest to provide students with a clear understanding of the historical and cultural contexts for each media industry. Our signature five-step approach to studying the media has struck a chord with hundreds of instructors and thousands of students across the United States and North America. We continue to be enthusiastic about—and humbled by—the chance to work with the amazing community of teachers that has developed around Media & Culture. We hope the text enables students to become more knowledgeable media consumers and engaged, media-literate citizens who are ready to take a critical role in shaping our dynamic world.

The Eleventh Edition Keeps Media & Culture Current Media & Culture has taken the digital turn, and the eleventh edition continues to keep pace with the technological, economic, and social effects of today’s rapidly changing media landscape. Since the publication of the tenth edition, we’ve seen more changes than ever: revisions in net neutrality laws, shifts in viewing habits, Hollywood’s race struggles, and the media-saturated presidential race. The eleventh edition of Media & Culture covers all of this and more. It features the following:

New coverage of important developments in mass media. All of the chapters have been updated, with new information and analysis of the 2016 #OscarsSoWhite social media campaign, streaming music and its effects on the music industry, Spotlight’s

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portrayal of team investigative journalism, the 2016 presidential race, net neutrality laws, and more, along with fully updated charts, graphs, and statistics. An all-new Extended Case Study that examines corporate responsibility during a crisis. This case study takes students through recent stories of crises and scandals in the car industry, and how the car companies have (or have not) taken responsibility for their actions. Through the book’s trademark five-step critical process — description, analysis, interpretation, evaluation, and engagement — this section has students examine their own relationships with both digital and traditional media while asking critical-thinking questions about the media world in which we live. New “Elsewhere” pages that cross-reference and converge related topics. As the mass media continue to converge, overlap, and influence one another, Media & Culture highlights those connections with new “Elsewhere” pages. Each of the book’s five parts includes a page telling students where to find related information in other sections of the book, connecting the inner workings of media industries like video games, music, and movies with concepts like media effects studies, monopolies, and government regulation. A sleek modern design that keeps students engaged with the great content provided in the text. Print and media that converge with LaunchPad. LaunchPad for Media & Culture merges and converges the book with the Web. A brand-new interactive time line helps students explore and understand the development of mass communication through the years. A variety of video clips for each chapter gets students to think critically about media texts. Clips of movies and TV shows, streaming links, and videos provide an insider’s look at the various media industries through the eyes of leading professionals, including Noam Chomsky, Amy Goodman, and Junot Díaz. These clips are showcased throughout the book and are easily accessible through LaunchPad, where accompanying questions make them perfect for media response papers and class discussions. For more ideas on how using LaunchPad can enhance your course, see the Instructor’s Resource Manual. For a complete list of available clips and access information, see the inside back cover of the book or visit

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macmillanlearning.com/mediaculture11e.

The Best and Broadest Introduction to the Mass Media

A critical approach to media literacy. Media & Culture introduces students to five stages of the critical-thinking and writing process—description, analysis, interpretation, evaluation, and engagement. The text uses these stages as a lens for examining the historical context and current processes that shape mass media as part of our culture. This framework informs the writing throughout, including the “Media Literacy and the Critical Process” features in every chapter. New online interactive media literacy exercises will give students even more practice to develop their media literacy and critical-thinking skills. A cultural perspective. The text focuses on the vital relationship between mass media and our shared culture—how cultural trends influence the mass media and how specific historical developments, technical innovations, and key decision makers in the history of the media have affected the ways our democracy and society have evolved. Comprehensive coverage. The text supports the instructor in providing students with the nuts-and-bolts content they need to understand each media industry’s history, organizational structure, economic models, and market statistics. An exploration of media economics and democracy. Media & Culture spotlights the significance and impact of multinational media systems throughout the text. It also invites students to explore the implications of the Telecommunications Act of 1996 and other deregulation resolutions. Additionally, each chapter ends with a discussion of the effects of particular mass media on the nature of democratic life. Compelling storytelling. Most mass media make use of storytelling to tap into our shared beliefs and values, and so does Media & Culture. Each chapter presents the events and issues surrounding media culture as intriguing and informative narratives rather than a series of unconnected facts and feats, mapping the accompanying—and often uneasy—changes in

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consumer culture and democratic society. The most accessible book available. Learning tools in every chapter help students find and remember the information they need to know. Bulleted lists at the beginning of every chapter give students a road map to key concepts, “Media Literacy and the Critical Process” boxes model the five-step process, and the Chapter Reviews help students study and review for quizzes and exams and set them up for success.

Student Resources For more information on student resources or to learn about package options, please visit the online catalog at macmillanlearning.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, see macmillanlearning.com/ebooks.

Discover What LaunchPad Can Do for Your Course 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 student-friendly approach, LaunchPad offers our trusted content—organized for easy assignability in a simple user interface. Access to LaunchPad can be packaged with Media & Culture at a significant discount or purchased separately.

Easy to Start Combining a curated collection of online resources —including Video Activities, LearningCurve, quizzes, and assignments—with e-book content, LaunchPad’s interactive units can be assigned as is or used as building blocks for your own learning units. Video Tools LaunchPad’s Video Tools provide an easy way for instructors and students to upload, embed, and collaborate on video assignments. This flexible functionality lets you use video however you want in a secure setting. Intuitive and Useful Analytics The gradebook quickly and easily allows you to gauge performance for your whole class, for

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individual students, and for individual assignments, making class prep time as well as time spent with students more productive. Fully Interactive E-Book The LaunchPad e-book for Media & Culture 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.

To learn more about LaunchPad for Media & Culture or to purchase access, go to launchpadworks.com. If your book came packaged with an access card to LaunchPad, follow the card’s log-in instructions.

Media Career Guide: Preparing for Jobs in the 21st Century, Eleventh Edition Practical, student-friendly, and revised to address recent trends in the job market, this guide includes a comprehensive directory of media jobs, practical tips, and career guidance for students who are considering a major in the media industries. Media Career Guide can also be packaged at a significant discount with the print book.

Instructor Resources For more information or to order or download the instructor resources, please visit the online catalog at macmillanlearning.com.

Instructor’s Resource Manual Prepared by Bettina Fabos, University of Northern Iowa; Christopher R. Martin, University of Northern Iowa; Marilda Oviedo, University of Iowa; and Lewis Freeman, Fordham University

This downloadable manual improves on what has always been the best and most comprehensive instructor teaching tool available for introduction to mass communication courses. 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. The Instructor’s Resource Manual has been streamlined to make it even easier to use. And with this edition, your resource manual has gone interactive, with an assignable online media literacy activity. These activities, adapted from activities in the Instructor’s Resource Manual and built into each LaunchPad unit, provide students with extra practice as they develop their media literacy skills.

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