Electronic Media: an Introduction

ISBN-10: 0073526169
ISBN-13: 9780073526164
Edition: 11th 2013
List price: $240.67 Buy it from $87.35 Rent it from $39.19
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Description: Electronic Media: An Introductionprovides students the essentials for interacting with electronic media whether they plan to become media producers or shrewd media consumers. The text discusses the most current media forms and the functions of those  More...

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Book details

List price: $240.67
Edition: 11th
Copyright year: 2013
Publisher: McGraw-Hill Companies, The
Publication date: 9/13/2012
Binding: Paperback
Pages: 464
Size: 7.25" wide x 9.00" long x 0.75" tall
Weight: 1.496
Language: English

Electronic Media: An Introductionprovides students the essentials for interacting with electronic media whether they plan to become media producers or shrewd media consumers. The text discusses the most current media forms and the functions of those forms as they relate to advertising, promotional, regulatory, ethical and global issues. Students will explore types of media careers and learn how to obtain those jobs by developing networking and interviewing skills and by preparing strong application materials.

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
An Overview of Electronic Media
A Rationale for Study
Chronological Highlights and Interactions
1920s
1930s
1940s
1950s
1960s
1970s
1980s
1990s
2000s
2010s
Ownership of Media Devices
Use of Electronic Media
The Functions of Media
Presenting Entertainment
Disseminating News and Information
Aiding Commerce
Transmitting Culture and Customs
Acting as a Watchdog
Providing Relaxation and Companionship
Connecting People to Each Other
The Democratization of Media
Convergence, Proliferation, and Resilience
Issues and the Future
Summary
Suggested Websites
Notes
The Internet, Portable Platforms, and Video Games
Origins of the Internet
Standardizing the Internet Design
The Beginning of Email
The World Wide Web
Privatizing the Internet
Refining the Internet
Ups and Downs of Internet Companies
Audio on the Internet
Video on the Net
Social Networking
The Rise of Portable Platforms
Cell Phones
Smartphones
Pods and Pads
The Early Days of Video Games
Games Falter and Rebound
Game Console Wars
Games for the Internet and Beyond
Issues and the Future
Summary
Suggested Websites
Notes
Cable, Satellite, and Telco TV
The Beginnings of Cable TV
Early Cable TV Regulations
Early Cable TV Programming
HBO's Influence
The Beginnings of Satellite TV
Cable TV's Gold Rush
Growth of Cable TV Programming Services
Cable TV Regulations Revisited
Satellite TV Revived
Programming Changes
Telephone Company Entry
Regulations Continued
Competitions Galore
Issues and the Future
Summary
Suggested Websites
Notes
Broadcast Television
Early Experiments
The Emergence of Broadcast Television
The Freeze
Early TV Programming
Blacklisting
The Live Era
Color TV Approval
Prerecorded Programming
The Quiz Scandals
Reflections of Upheaval
A Vast Wasteland?
The Public Broadcasting Act of 1967
Government Actions of the 1970s
Network Changes
More Government Interaction
Programming Changes
Growth of Hispanic Television
Digital TV and HDTV
Broadcasting and Newer Technologies
Issues and the Future
Summary
Suggested Websites
Notes
Radio and Audio
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
The Early Development of Audio Recording
The Rise of the DJ
FM Radio Development
The Restructuring of Public Radio
College Radio
The Changing Structure of Commercial Radio
Consumer Audio Options
Satellite and HD Radio
Internet Radio
Issues and the Future
Summary
Suggested Websites
Notes
Movies and Home Video
Early Developments
The First Movies
Studio Beginnings
Griffith and His Contemporaries
Hollywood during the Roaring Twenties
Sound
The "Golden Years" of Moviemaking
Color
Hard Times
The Road Back
Mythmakers Lucas and Spielberg
Analog Home Video
Digital Discs
Enter TiVo
The Internet and the "Cloud"
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
Job Applications
Finding the First Job
Interviewing
Diversity
Unions and Agents
Compensation
Types of Job Possibilities
Production
News
Programming
Engineering
Sales
Administration
Issues and the Future
Summary
Suggested Websites
Notes
Programming
Sources of Programs
Self-Produced
Related and Nonrelated Media
Majors and Independents
Syndicators
Others
Development
The News Process
News Gathering
News Compilation
Formats
Scheduling
Scheduling Factors
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-Consumer Sales
Media-to-Media Sales
Media-to-Advertiser Sales
Contacting Advertisers
Local Salespeople
National Salespeople
Advertising Agencies
Convincing Advertisers
Determining the Type of Ad
Geographic Factors
Attention Factors
Interactive Advertising
Long Forms
Other Forms
Determining the Cost
Cost Factors
Advertising Practices
Producing the Advertisement
Handling Controversies
Advertising to Children
Other Controversial Advertising
Issues and the Future
Summary
Suggested Websites
Notes
Promotion and Audience Feedback
Promotion
Promotion to Build an Audience
Promotion to Gain a Sale
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
Privacy
Libel and Slander
Copyright
Access to the Courts
Licensing
Ownership
Equal Time
Other Regulations
Issues and the Future
Summary
Suggested Websites
Notes
Ethics and Effects
Interrelationships of Laws and Ethics
Ethical Guidelines
Ethical Considerations
Effects of Media
Organizations That Consider Effects
Citizen Groups
Academic Institutions
High-Profile Effects
Violence
Children and Media
Women and Minorities
Sex
News
Issues and the Future
Summary
Suggested Websites
Notes
Technical Underpinnings
Production Overview
Audio Production
Video Production
Computer Production
Distribution Overview
Wire Transmission
Wireless Transmission
Terrestrial Radio Broadcasting
Terrestrial Television Broadcasting
Satellites
Cell Phone Technology
Wi-Fi Technology
Other Wireless Distribution
Exhibition Overview
Motion Picture Exhibition
Radio and Audio Reception
Video Exhibition
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
Globalization
The Digital Age
Issues and the Future
Summary
Suggested Websites
Notes
Glossary
Photo Credits
Index

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