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| The Media: An Introduction | |
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| A Brief History of the Mass Media | |
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| The Mass Media: Social Systems | |
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| The Role of Mass Media Advertising | |
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| The Audience | |
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| Media and Measurement | |
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| Television | |
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| Radio | |
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| Newspapers | |
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| Magazines | |
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| The Internet | |
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| The New Media Environment | |
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| Twenty-Four-Hour News | |
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| Changing Influence of the Press | |
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| To Sum Up | |
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| Selected Readings | |
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| What Is News? | |
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| Hard News Defined | |
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| Hard News Is Personalized, about Individuals | |
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| Hard News Is Dramatic, Conflict-Filled, and Violent | |
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| Hard News Is Action, an Event, an Identifiable Occurrence | |
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| Hard News Is Novel, Deviant, Out of the Ordinary | |
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| Hard News Reports Events Linked to Issues Prevalent in the News at the Time | |
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| What Is Covered and Reported | |
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| Audience Interest | |
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| External Constraints | |
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| Internal Constraints | |
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| Changing News Norms | |
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| Relevance to Governance or Abuse of Power | |
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| Public Display | |
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| Hypocrisy Forecast | |
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| Hypocrisy Added | |
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| Statute of Limitations | |
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| Lying and Recency | |
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| Hypocrisy Broadly Construed | |
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| How the Story Is Presented | |
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| Reporter Expertise | |
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| Fairness and Balance | |
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| Story Length | |
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| Story Structure | |
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| Objectivity | |
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| To Sum Up | |
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| Selected Readings | |
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| News as Persuasion | |
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| Dramatizing and Sensationalizing Content | |
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| The Screen | |
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| The Camera | |
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| Special Effects | |
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| Editing | |
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| Filmed and Taped Coverage | |
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| Anchors and On-Air Reporters | |
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| Inaccurate and Incomplete Reporting | |
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| Deadlines and Competition | |
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| Breaking News | |
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| Exclusive Breaking News | |
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| Story Structure | |
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| Anonymous and Composite Sources, Misrepresented Tape | |
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| Readers' Advocates | |
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| News Analysis | |
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| Media Convergence | |
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| Unbalanced Interpretation | |
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| Insinuation through Selection of Language | |
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| Ideological Bias | |
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| Self-Censorship | |
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| Direct Intervention | |
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| Breaches of Neutrality | |
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| Producing Social Change | |
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| Journalists as Direct Participants | |
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| The Civic Journalism Movement | |
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| To Sum Up | |
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| Analysis: Analyzing a News Item | |
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| Newsworthiness | |
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| Reporter | |
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| The News Story | |
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| Constraints | |
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| Framing | |
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| Inclusion/Exclusion | |
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| Setting | |
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| Timing | |
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| Placement | |
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| Patterns | |
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| Manipulation | |
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| Impact | |
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| Selected Readings | |
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| Influencing the News Media | |
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| Influencing Journalistic Norms and Routines | |
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| Manipulating Deadlines | |
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| Manipulating Access | |
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| Setting Up a Controlled Channel | |
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| Manipulating News Assignments | |
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| Media Competition | |
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| Using Access to Media to Manipulate the Agenda | |
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| Expanded Opportunities for Direct Address | |
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| Language and Symbols | |
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| The Perils of Live Coverage | |
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| Prepackaged News | |
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| Commercial Pressures | |
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| Costs of Preempting Programming | |
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| Pressure from Advertisers | |
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| Threat of Lawsuits | |
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| Political Pressure | |
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| Presidential Newsworthiness | |
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| National Security | |
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| Government Manipulation | |
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| To Sum Up | |
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| Selected Readings | |
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| How Corporate Power Influences What We See | |
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| A Brief History of Media Consolidation | |
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| A Focus on Profits | |
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| Staff Cuts | |
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| Reduction in Serious Political Content That Draws Low Audiences | |
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| To Attract Audiences, Definition of News Shifts toward Human Interest | |
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| Loss of News That Is of Local but Not Regional or National Interest | |
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| Magnified Pro-Business Message While Minimizing Scrutiny of Parent Corporations | |
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| Cross-Promotion: Synergy | |
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| Fewer Voices Providing News | |
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| To Sum Up | |
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| Selected Readings | |
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| What Is Advertising? | |
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| Defining Advertising | |
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| Shifting Ad Placement | |
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| Product Placement | |
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| Blurring Program and Ad Content | |
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| Incentives to View Ads | |
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| Mediated Advertising | |
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| Kinds of Traditional Mass Media Advertising | |
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| Product Ads | |
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| The Product as Ad | |
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| Service Ads | |
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| Goodwill Ads | |
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| Advocacy Ads | |
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| Direct-Response Ads (Infomercials) | |
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| Public Service Announcements | |
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| Political Ads | |
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| Issue Advocacy Ads | |
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| Nontraditional Advertising | |
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| In-Store Advertising | |
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| Digital Billboards | |
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| Search Advertising | |
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| How to Determine Whether It's an Ad | |
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| How Ads Reveal the Advertiser | |
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| How Ads Reveal the Intended Audience | |
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| Advertising and Reality: Stereotypes | |
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| Advertising Values | |
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| The World According to Commercials | |
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| Seeing the Other Side | |
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| The Interplay of News and Advertising | |
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| To Sum Up | |
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| Selected Reading | |
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| Persuasion Through Advertising | |
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| The Advertiser's Aims | |
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| Creating Product Recognition | |
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| Trademarks | |
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| Naming | |
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| Packaging | |
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| Slogans | |
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| Differentiation | |
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| Unique Selling Proposition | |
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| Association | |
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| Participation | |
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| Disentangling Meaning | |
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| Identification with Ad Characters | |
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| Significant Experiences | |
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| Making the Audience an Accomplice | |
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| Redundancy | |
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| Repeated Claims | |
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| Repeated Exposure | |
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| Advertisers' Strategies for Persuasion | |
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| Naming the Product | |
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| Differentiating Products | |
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| Creating Associations | |
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| Associations with Celebrities and Authorities | |
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| Cannibalizing the Past for Associations | |
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| Associating Media Outlets to Products | |
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| Exploiting Argumentative Forms to Create Associations and Participation | |
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| But Does Advertising Work? | |
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| To Sum Up | |
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| Selected Readings | |
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| Influencing Advertisers | |
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| Regulation and Self-Regulation | |
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| The Federal Trade Commission | |
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| The Powers of Other State and Federal Agencies | |
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| The National Advertising Division | |
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| The National Association of Broadcasters | |
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| Network Standards | |
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| Obstacles to Regulation | |
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| Problems Faced by Regulators | |
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| Determining Deception | |
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| Effects of Stricter Regulation | |
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| What Advertisers May Not Say and Do | |
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| Limitations on Distortion | |
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| Limitations Imposed by the Audience | |
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| To Sum Up | |
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| Analysis: Analyzing an Ad | |
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| What Type of Ad Is It? | |
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| If the Ad Is a PSA | |
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| If the Ad Is an Idea Ad (pro-life or pro-choice, for example) | |
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| If the Ad Advertises a Service Rather Than a Product (for example, travel on a certain airline) | |
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| If the Ad Is a Goodwill Ad | |
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| If the Ad Is a Political Ad | |
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| If the Ad Is a Product Ad | |
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| Audience | |
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| Ad Content (not all points apply to PSAs) | |
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| Assumptions (values presumed in the ad) | |
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| Programming or Content Sponsored by an Ad | |
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| Content Surrounding (Contextualizing) an Ad | |
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| Media Mix | |
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| Pressure on Advertiser | |
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| Effect | |
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| Selected Readings | |
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| How to Influence the Media | |
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| Individual Complaints | |
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| Group Pressure | |
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| Boycotts | |
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| Legal Actions | |
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| Promoting Self-Regulation | |
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| Pressure from an Established Organization | |
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| Pressure from a Social Movement | |
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| Creating Legislative Pressure | |
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| State Level | |
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| Federal Level | |
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| To Sum Up | |
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| Analysis: Constructing a Strategy for Message Distribution | |
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| Isolating the Message | |
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| Defining the Intended Audience | |
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| Determining the Newsworthiness of the Message | |
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| Determining Factors Constraining Release | |
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| Selecting Appropriate Channels | |
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| Adapting the Message to the Channel | |
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| Monitoring Your Success or Failure | |
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| Selected Readings | |
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| Political Versus Product Campaigns | |
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| Defining Ads | |
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| Candidate Access: Free Time | |
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| What Protects Voters: Responsibility of Journalists | |
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| Products versus Candidates | |
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| Using the Media | |
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| Creating an Image | |
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| Targeting the Audience | |
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| Economic versus Political Values | |
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| Regulation | |
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| Censorship | |
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| Equal Opportunity | |
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| Right to Access | |
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| Cost and Access | |
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| Campaign Spending Limits | |
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| McCain-Feingold: Campaign Finance Reform | |
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| 527s | |
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| Issue Advocacy | |
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| Campaign Objectives | |
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| Voting versus Buying | |
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| Criteria for Victory | |
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| Unpaid Coverage | |
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| Quality | |
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| Endorsements | |
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| Financing | |
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| To Sum Up | |
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| Selected Readings | |
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| How Has the Internet Changed Politics? | |
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| How the Interactivity of the Internet Is Changing Politics | |
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| Increasing Citizen Access to Information | |
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| The Downside | |
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| Mainstream as Monitor of the New Medium | |
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| Democratizing the Production of Content: The Citizen as Content Producer | |
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| Web Ads | |
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| To Sum Up | |
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| Selected Readings | |
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| News and Advertising in the Political Campaign | |
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| Controlling News Coverage | |
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| Controlling Media Access | |
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| Setting the Media's Agenda | |
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| Creating Credible Pseudo-Events | |
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| Using Ads to Contextualize News | |
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| Blurring the Distinction between News and Commercials | |
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| Exploiting Media Concepts of the Political Process | |
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| Responding to or Preventing Attack | |
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| Backlash | |
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| Last-Minute Attacks | |
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| Adwatches | |
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| Responding to Last-Minute Attacks | |
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| Exploiting Blunders | |
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| Attacks Legitimized by the Media | |
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| Enlisting the Help of Journalists | |
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| Tests of Credibility Applied by Journalists | |
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| How Has Television Changed Politics? | |
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| Image versus Issues; Character versus Positions | |
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| The Comparative Relevance of Character and Stands on Issues | |
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| The Interplay of Influence: Issues and Character in Ads, News, and Debates | |
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| Ads | |
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| News | |
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| Debates | |
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| To Sum Up | |
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| Analysis: Political Ads and News | |
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| Determining Who Is Newsworthy | |
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| Determining What Is Covered | |
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| Relationship of Candidates and Reporters | |
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| The Image of the Candidate | |
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| Candidates' Ads | |
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| Selected Readings | |
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| Notes | |
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| Index | |