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| Preface to the Transaction Edition | |
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| Acknowledgments | |
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| Introduction | |
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| Fundamentals | |
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| What Are "The Media?" | |
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| The Notion of "Media" | |
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| Information and Entertainment | |
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| Media as Pastime | |
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| Why Media Unify and Differentiate | |
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| Literacy, Leisure, and the Origins of the Media System | |
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| Packaging Ongoing and One-Shot Media | |
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| The Media System | |
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| How Media Interpenetrate | |
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| Competition and the Media System | |
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| The Growth of Multimedia Enterprise | |
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| The Concentration of Media Power | |
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| Globalization | |
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| Synergy, Software, and Conflicts of Interest | |
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| The Changed Goals of Media Management | |
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| Pressures for Profit: The Book Business | |
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| Newspaper Chains | |
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| The Marxist Explanation | |
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| Advertising as the Driving Force | |
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| The Presence of Advertising | |
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| Media and the Culture of Consumption | |
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| Advertising as a Component of Commercial Culture | |
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| Only in America? | |
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| Historical Origins | |
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| Messages, Messages | |
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| Lies, Damned Lies, and Advertising Claims | |
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| The Varieties of Advertising | |
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| The Content of Television Commercials | |
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| Politics, Media, Advertising | |
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| Advertising and National Values | |
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| Paying the Piper, Calling the Tune | |
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| Corrupting the News | |
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| Content and Advertiser Sensitivities | |
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| Vigilantes, Boycotts, Self-Censorship | |
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| Sponsorship | |
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| Sponsors and Soap Operas | |
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| Televised Sports | |
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| Producing Media Content to Serve Advertisers | |
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| Target Marketing | |
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| Advertising and Media Survival | |
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| Advertising Dominance and Newspaper Survival | |
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| Advertising by the Numbers | |
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| Managing the Advertising Function | |
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| Scientism and the Concentration of Advertising Power | |
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| Evaluating Advertising Performance | |
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| Research and the Computer | |
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| Research as an Instrument of Power | |
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| The Problem with Surveys | |
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| The Tyranny of Audience Measurement | |
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| Beyond Statistics | |
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| Flaws and Failures of Commercial Culture | |
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| The Pursuit of Sensation | |
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| Innocent--and Not-So-Innocent--Pleasures | |
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| Are Sales the Measure of Success? | |
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| What is Good, True, or Beautiful? | |
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| One Culture, Two, or More? | |
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| Changing Standards | |
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| Film in the Age of Television | |
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| Exploiting Eroticism | |
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| The Fictional World of Television | |
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| The Appeal of Violence | |
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| Media Experience and Media Substance | |
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| Media as Change Agents | |
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| Measuring TV's Effects | |
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| The News as Entertainment | |
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| Information-Rich But Ignorant | |
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| Defining the News | |
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| Is the News a Bore? | |
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| Television as Intruder | |
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| The Newscaster as Celebrity | |
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| Politics as TV Spectacle | |
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| Faked News and Docudrama | |
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| The Unreality of "Reality Television" | |
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| The Unique Functions of Newspapers | |
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| The Need for Press Competition | |
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| Believing in the Make-Believe | |
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| Fictions and Facts | |
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| Reconstructing Reality | |
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| Words Spoken and Written | |
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| History as Fiction | |
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| Journalism and Literature | |
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| Pictures Do Not Lie? | |
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| Dynamics of Commercial Culture | |
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| The Manufacture of Taste | |
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| The Appeal of the Familiar | |
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| The Churning Audience | |
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| Distributing and Promoting | |
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| Music and Musical Taste | |
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| Cynicism and Profit | |
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| The Taste-Molders | |
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| Rationalization | |
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| Selling Out | |
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| Managing Commercial Culture | |
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| Media Entrepreneurship | |
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| Switching Careers and Switching Values | |
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| Media Tycoons | |
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| The Media Habits of Media Executives | |
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| The Public Interest | |
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| Media Support and Media Substance | |
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| Advertising's Dwindling Share | |
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| Advertisers' Choices--and the Public's | |
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| What If There Were No Advertising Support? | |
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| Ad-Supported Media and Others | |
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| Fiction as Part of Everyday Life | |
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| The Changed Economics of Television | |
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| Spectrum Scarcity and the Problem of Choice | |
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| Is There a Better Way? | |
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| Reform, Restructure, or Leave It Be? | |
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| Professionalism and Media Practice | |
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| The Need for Media Criticism | |
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| Should Choice Be Restricted? | |
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| Government and Culture | |
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| Political Power and Media Power | |
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| Pressures on Public Broadcasting | |
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| Toward a National Media Policy | |
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| Media and the Sherman Act | |
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| The Politics of Telecommunications Policy | |
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| Media Content and Media Policy | |
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| Putting Media Issues on the National Agenda | |
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| A Note on the Measurement of Expenditures on Media | |
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| Notes | |
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| Index | |