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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 | |