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Electronic Media An Introduction

ISBN-10: 0073378860
ISBN-13: 9780073378862
Edition: 10th 2010
List price: $69.99 Buy it from $4.16
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Book details

List price: $69.99
Edition: 10th
Copyright year: 2010
Publisher: McGraw-Hill Higher Education
Publication date: 12/1/2009
Binding: Paperback
Pages: 464
Size: 7.25" wide x 8.75" long x 0.75" tall
Weight: 1.496
Language: English

Lynne Schafer Gross is presently a Professor in the Department of Radio-TV-Film at California State University, Fullerton. She has written ten other textbooks and hundreds of magazine articles. In 1999 she was the recipient of the Frank Stanton Award for Distinguished Contribution to Electronic Media Education and in 1997 she received the Distinguished Education Service Award from the Broadcast Education Association. She is a past governor of the Academy of Television Arts and Sciences and has also chaired that organization’s Library Committee and Student Activities Committee. As Past President of the Broadcast Education Association she increased membership 24% and funding 59%. Professionally, she is currently Associate Producer for the video series “Journeys Below the Line” and in the past she was Director of Programming for Valley Cable TV and the producer of numerous radio and TV programs for public, commercial, and cable outlets. Her teaching and consulting have taken her to many countries including Malaysia, Swaziland, Estonia, Australia, Guyana, and Russia. Her doctorate is from UCLA.

Electronic Media Forms
The Significance of Electronic Media
A Rationale for Study
A Matter of Terms
Ownership of Media Devices
Use of Electronic Media
The Functions of Media
a Presenting Entertainment
b Disseminating News and Information
c Aiding Commerce
d Transmitting Culture and Customs
e Acting as a Watchdog
f Providing Relaxation and Companionship
g Connecting People to Each Other
The Democratization of Media
Convergence, Proliferation, and Resilience
Issues and the Future
Summary
Suggested Websites
Notes
The Internet, Portable Devices, and Video Games
Origins of the Internet
Standardizing the Internet Design
The Beginning of Email
The World Wide Web
Politicians Boost the Internet
Refining the Internet
a Browsers
b Internet Service Providers
c Search Engines
Internet Growth and Temporary Downfall
Radio on the Internet
Napster and its Aftermath
Voice Over the Internet
Video on the Net
Enter YouTube
Social Networking
Internet Abuses
Portables Devices
a Cell Phones
b Personal Digital Assistants
c Pods
Video Games
a The Early Days of Video Games
b Down and Out--And Up Again
c Games Take on a Variety of Forms
d Console Wars
e Games for the Internet and Beyond
Issues and the Future
Summary
Suggested Web Sites
Notes
Early Television
Early Experiments
The Emergence of Broadcast Television
The Freeze
Early TV Programming
Blacklisting
The Live Era
Color TV Approval
Broadcast-Cable Clashes
Prerecorded Programming
The Quiz Scandals
UHF and Cable TV Problems
Early Cable TV Programming
Reflections of Upheaval
A Vast Wasteland?
The Public Broadcasting Act of 1967
Government Actions
Corporate Video
HBO's Influence
Summary
Suggested Websites
Notes
Modern Television
Growth of Cable TV Programming Services
Cable TV's Gold Rush
The Beginnings of Satellite TV
Home Video
Broadcast TV in the 1980s
Broadcast and Cable Legal Issues
Growth of Hispanic Television
Satellite TV Revived
The Telecommunications Act of 1996
Telephone Company Entry
Digital Videodiscs
Enter TiVo
Programming Changes
New and Revised Networks
Digital TV and HDTV
Issues and the Future
Summary
Suggested Websites
Notes
Radio
Early Inventions
The Sinking of the Titanic
World War I
The Founding of RCA
Early Radio Stations
The Rise of Advertising
The Formation of Networks
Chaos and Government Action
The Golden Era of Radio
The Press-Radio War
World War II
Postwar Radio
FM Radio Development
The Restructuring of Public Radio
College Radio
The Changing Structure of Commercial Radio
Satellite and HD Radio
Issues and the Future
Summary
Suggested Websites
Notes
Movies
Early Developments
The First Movies
Studio Beginnings
Griffith and His Contemporaries
World War I Developments
Hollywood during the Roaring Twenties
Sound
The "Golden Years" of Moviemaking
Hitchcock and Welles
Color
Hard Times
The Road Back
Mythmakers Lucas and Spielberg
Moviemaking Today
Issues and the Future
Summary
Suggested Websites
Notes
Electronic Media Functions
Careers in Electronic Media
Desirable Traits for Electronic Media Practitioners
College Preparation
Outside Activities
Internships
Networking
Resumes and Reels
Finding the First Job
Interviewing
Diversity
Unions and Agents
Compensation
Types of Job Possibilities
a Production
b News
c Programming
d Engineering
e Sales
f Administration
Issues and the Future
Summary
Suggested Websites
Notes
Programming
Sources of Programs
a Self-Produced
b Related and Non-Related Media
c Majors and Independents
d Syndicators
e Others
Development
The News Process
a News Gathering
b News Compilation
Formats
Scheduling
a Scheduling Factors
b Scheduling Strategies
Drama
Comedy
Reality
Games
Music
News
Sports
Talk Shows
Documentaries and Information
Religion
Children's Programming
Issues and the Future
Summary
Suggested Websites
Notes
Sales and Advertising
Media to Customer Sales
Media to Media Sales
The Nature of Advertising
The Role of Advertising Agencies
Traditional Advertising
Product Placement
Interactive Internet Advertising
Underwriting
Advertising Cost Factors
Advertising Practices
Advertisement Production
Advertising to Children
Other Controversial Advertising
Issues and the Future
Summary
Suggested Websites
Notes
Promotion and Audience Feedback
Promotion
Forms of Audience Feedback
Audience Research Companies
Sampling
Collecting Data
Analyzing Quantitative Data
Qualitative Research
Pretesting
Other Forms of Research
Reporting Results
How Audience Measurement Is Used
Issues and the Future
Summary
Suggested Websites
Notes
Laws and Regulations
The Federal Communications Commission
The Executive Branch
The Legislative Branch
The Judicial Branch
The First Amendment
Profanity, Indecency, and Obscenity
Libel, Slander, and Invasion of Privacy
Copyright
Access to the Courts
Licensing
Ownership
Equal Time
The Fairness Doctrine
Other Regulations
Issues and the Future
Summary
Suggested Websites
Notes
Ethics and Effects
Ethical Guidelines
Ethical Considerations
Effects of Media
Organizations That Consider Effects
a Citizen Groups
b Academic Institutions
High-Profile Effects
a Violence
b Children and Media
c News
d Women and Minorities
e Sex
Issues and the Future
Summary
Suggested Websites
Notes
Technical Underpinnings
The Digital Process
Audio Production Equipment
Video Production Equipment
The Electromagnetic Spectrum
Terrestrial Radio Broadcasting
Terrestrial Television Broadcasting
Satellites
Other Wireless Distribution
Wire Transmission
Pick Up and Carry
Motion Picture Exhibition
Radio Receivers
TV Sets and Computer Monitors
Issues and the Future
Summary
Suggested Websites
Notes
The International Scene
Early Film
Early Radio
The Colonial Era
World War II and Its Aftermath
Early Television
Broadcasting's Development
The Concerns of Developing Nations
The Coming of Satellites
Privatization
The VCR
The Collapse of Communism
Indigenous Programming
The Digital Age
Issues and the Future
Summary
Suggested Websites
Notes

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