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Acknowledgments for the Third Edition | |
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Introduction: You and the Media A Consideration | |
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Focal Points in the Study of the Mass Media | |
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CSI: Crime Scene Investigation and the Focal Points | |
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Two Anecdotes on Choice | |
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Media in Our Thoughts and Lives: A Psycho-Social Perspective on Individuals, Society, and the Media | |
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Johnny Q. Public's Media Usage | |
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A Group Portrait of My Readers | |
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Statistics on Media Use | |
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Media Effects and Your Life | |
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Television Viewing and "Vicious" Cycles | |
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The Media in Society | |
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A Case Study: Where Did I Get That Idea? | |
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Society, the Individual, and the Communication Process | |
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Media Usage in the United States | |
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The Kaiser 2010 Media Usage Study | |
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The Kinds of Media We Use | |
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A Primer on Communication | |
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Traditional Ways of Classifying the Media | |
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McLuhan on Hot and Cool Media | |
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The Media Help Shape the Texts They Carry | |
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Semiotics and Media Aesthetics | |
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Saussure on Signs | |
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Peirce on Icons, Indexes, and Symbols | |
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Lying with Signs | |
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Editing Techniques and Semiotics | |
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The Nature of Narratives: Vladimir Propp | |
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A Proppian Analysis of James Bond Novels and Films | |
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The Nature of Narratives: Claude Levi-Strauss | |
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The Importance of Narratives | |
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Postmodernism and Media Aesthetics | |
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Blade Runner, Rashomon, and Survivor: Three Postmodern Texts | |
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Media and Textual Analysis | |
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Yuri Lotman on Texts | |
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Theories of Art: What Texts Do | |
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The Texts the Media Carry Have Power | |
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Convention and Invention in Texts | |
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The Power of Commercials | |
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Analyzing Commercials | |
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Narratives in the Media | |
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Aristotle on Narratives | |
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Texts and Other Texts: Intertextuality | |
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The Question of the "Ur-Text" | |
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News on Television | |
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9/11 and the Social and Political Impact of Media Images | |
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By Words Alone | |
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Audiences I: Categories | |
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Audiences Are Specialized | |
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Problems Advertisers Face | |
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Shares and Ratings | |
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New Developments in Obtaining Ratings | |
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Demographics and Audiences | |
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Psychographics and Audiences | |
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The VALS Typology | |
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Categories of Consumers | |
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Political Cultures and Lifestyles as Audiences | |
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Active Audiences: Decoding Mass-Mediated Texts | |
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Active Audiences: Uses and Gratifications | |
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Uses and Gratifications and Genres | |
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Audiences II: Effects | |
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Is Mass Culture Making Us All Morons? | |
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Johnny and Emily Make Dinner | |
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The Concept of Media Effects Needs Qualification | |
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Criticisms of the Mass Media and the Texts They Carry | |
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Anti-Media Rage | |
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Defenders of the Mass Media and Popular Culture | |
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Other Defenses of the Mass Media and the Texts They Carry | |
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The Postmodern Solution | |
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The Mass Culture/Mass Society Hypothesis | |
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The Mass Culture Hypothesis: Myth or Reality? | |
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Round Up the Usual Indictments; or, The Language of Criticism in the Fifties | |
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Where are the Mass Men and Mass Women the Critics of the Fifties Warned Us About? | |
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Does Popular Culture Destroy Our Ability to Enjoy Elite Culture? | |
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Are We Becoming Homogenized? Are the Mass Media Uniform? | |
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Mass Culture and the Melting Pot | |
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Mass Culture and American Society: The Myth of the Monolith | |
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The Social Impact of New Media Technologies | |
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The Impact of Cell Phones | |
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The Digital World | |
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The Computer and Culture | |
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Virtual Communities | |
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Video Games: A Bio-Psycho-Social Perspective | |
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Criticisms of Video Games | |
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The Supreme Court and Video-Game Violence | |
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Positive Aspects of Video-Game Playing | |
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The Technological Imperative | |
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The Problem of Media Violence | |
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How Is Media Violence Defined? | |
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A Longitudinal Study of Television Viewing and Violence | |
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Kinds of Violence | |
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Violence in Texts: Quantity Versus Quality | |
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Violence in News Broadcasts | |
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Children and Media Violence | |
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"Kill 'em" | |
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Media and Politics | |
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Media Consolidation | |
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On Cultural Imperialism: The Coca-colonization Hypothesis | |
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A Note on Ideology and the Media | |
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The Problem of Pornography | |
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A Supreme Court Decision on Virtual Child Pornography | |
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The Spiral of Silence: Public Opinion and Political Ideology | |
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Government Regulation and Deregulation of Broadcasting | |
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Ethnic Media: A Complicating Factor | |
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Media Artists | |
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Publishing a Scholarly Book: A Case Study | |
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The Book Business | |
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The Kindle, the Nook and the E-Book Revolution | |
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Script Writing and Aberrant Decoding | |
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Media Ethics and Journalists | |
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The Rupert Murdoch Scandal | |
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Ethics and Advertising 1: Selling Cancer | |
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Ethics and Advertising 2: Portrayal of Women | |
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Ethics and Advertising 3: Political Commercials | |
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The Citizens United Supreme Court Decision | |
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Glossary | |
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Selected Bibliography | |
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Index | |
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About the Author | |