SIXTH EDITION) MASS COMMUNICATION RALPH E. HANSON CyTeDITION MASS COMMUNICATION LIVING IN A MEDIA WORLD RALPH E. HANSON UNIVERSITY OF NEBRASKA AT KEARNEY @SAGE Lz sae Les roils Oo ssa@SAGE FORINFOAMATION SAGEPUbistons, he 2485 Tle Road Thousand ake, Caltoringa20 mat ordesagepb.com ‘SAGEPLblostonaLid 1 her Yard 55Giyoad Londen, E01 19P United Kingdom ‘SAGEPublestonslnda Pt Li BUI Mohan Cooperative lndustialAwa shire NewDeti 10088 aa ‘SAGEPLbotons Ast-Paii Pl Lid chen Srest 470-04Sansung Hub Siogapre 043483 Aeauistions Esto: Tori Accomazze Developmental Eater Anna Vilas Leating Ester Allon Hughes Era Asstant: Erk Hton Prosucton Ector: Lawa Bat David Fats Copy Et Magan Mackanien “Ypteater CaM Dita Pic Prosesser Dennis eb Inder: Diggs Pub: Service (Cote Designer: Janet Kes IntwiorOesigrrs: Janet Kien, Sot Van Ata Infographics Designer Gall @usckran Matting Menagar_Jan Osan Copyright © 2017 by SAGE Publications, Inc Allrights reserved. No part of this book may be reproduced or ulized in any form fr by any means, electronic or mechanical, inciding photocopying, recording, ‘oF by any information storage and retrieval aystem, without permission in vting ‘rom the publisher. Allfrackemarks depicted within this baok, including trackemarks appasring as Part ofa sereenshot, figure, or other image, are included soley for the purpose of lustration and aro the property of the respective holders, The use of the ‘racemarks in no way indicates any relationship with, or endersement by, the holders of said trademarks. Printed in Canada ISBN 978-1-5069-4446-1 ‘This book is printed on acid-tree paper. 161718 19201098 7654321CONTENTS Preface xx Acknowledgments xvi About the Author xxix PARTI: INTRODUCTION TO THE MEDIA Chapter 1. Living in a Media World 2 Levels of Communication 4 Intrapersonal Communication 5 Interpersonal Communication 5 Group Communication 5 Maes Communication 6 Aix of Lavele 7 Elements of Mass Communication 7 The Payers in the Mass Communication Process. 7 © Media Transformations: When Media Connect Us to the ‘Most Remote Places on Earth 10 Contemporary Models of Mass Communication 2 © Evolution of the Media World 8 ‘Botore Print: Pro-Maee Media Communication Networks 3 Print Anival of the Book 0 Electronie Networks: Telegraph, Gramophone, Radio, Movies, and Television 3 (© Test Your Modia Literacy: Can Television Take Anything Seriously? 6 Online and Mabile Media: Interactive Commuriestion 4 Understanding the Media World 16 Defining Mecia Literacy 16 The New Seven Secrets About the Media “They" Don't Want You to Know 7 (© Test Your Media Literacy: What Did the Media's Future Look Like in the Past? 2 Chapter Summary 24 Key Terms. 25 Review Questions 25 Chapter 2. Mass Communication Effects: How Society and Media Interact 26 History of Media Effects Research 28 Rise of Mass Society 8 Propaganda and the Det Effects Mod 2‘Voter Stucos anc the Limited Ettects Model (© Test Your Visual Media Literacy: The Messages in Propaganda ‘The Importance of Meaning and the CriicalCultural Mods! Effects of the Media in Our Lives Message Effects Macium ettects © Onmersip Efects Aative Audience Etfoote Theories of Media and Society 1 Functional Analysis ‘Agenda Setting Uses and Giatifoatons Theory Social Learning ‘Symbolic Intoractionism © Tost Your Media Literacy: Whore Are the Rey Star Wars Toys? © Spiral of Sienoe Macia Looio (© Media Transformations: Cultivation Theory Cultivation Analysis Chapter Summary Key Terms. Review Questions Chapter 3. The Media Business: Consolidation, Globalization, and the Long Tail ‘The Development of the Media Business in the United States ‘A Tradtion of Private Ownership ‘The Growth of National News Big Media: The Legacy Conglomerates 1 Disney: The Mouse That Grow 1 News Corporation and 21st Century Fox: A Worldwide Giant Spits in Two ‘Time Warnar: Stating the Teond That Smaller le Bettar Viacom and CBS: A Generational Change 1 Bertalemann: The Worle’ Largest Pusisher Big Media: The New Players CComcastNBC Universal: Cable Buys Groadeaster ‘Alphabet: Google and Company © Test Your Media Literacy: Google's Core Prin (© Media Transformations: Who Are Our Media? ‘Agple: Reinventing the Melia Media Economics and the Long Tai “The Short Head Versus the Long Tall Characterstes ofthe Long Tal 2 at a 35 35 26 a 30 40 a £BSS & 6 & seg 5 seore? gserrs or er ryConeoquences af the Long Tall eo Big Players inthe Long Tail « Whe Controls the Media? 70 Owners m1 Advertisers a © Goveermment 2 Special Interest Groupe 2 News Sources n Auciences n Chapter Summary 73 Koy Torms. 14 Review Questions 1% PART II: PRINT MEDIA Chapter 4. Books: The Birth of the Mass Media 16 © The Development of the Book and Mass Communication 78 Early Books and Weng me (© Test Your Visual Media Literacy: Emojis Bring Back Preture Writing 2 The Development ofthe Printing Pross 0 The Invention of Mass Culture at © Test Your Visual Media Literacy: How Do Words Get Into the Dictionary? 82 ‘Books inthe Nave World @ The Development of Large-Scale, Mass-Procuced Brooks cy Buying and Selling Books 88 ‘© Publishers es Authors 86 Booksellers 88 ‘Books and the Long Tal 88 “The Textbook Business 2 Books and Culture. 90 The importance of Blockbuster Books 0 1 Books and Censorship 3 {© Tost Your Vieual Modia Literacy: Comics Don't Have to Be Funny 4 ‘The Future of Books 96 {© Media Transformations: Can Paper Books and e-Books Cocxist? 7 Electronic Publishing and Print on Demand 9 Chapter Summary 100 Koy Torms. 100 Review Questions 101Chapter 5. Magazines: The Power of Words and Images 102 ‘The Development ofa National Culture 104 ary Magaznes 108 “he Sturdy Evening Post 106 The Bith of Protjouratom 108 ‘The Magazine Business 108 “The Economics of Magazine Pushing 107 “ade Magncnes sor Lier ord Comey Agios sor Newemagazinos 100 © omen’ Magazines 110 © Mens Magssines 13 Magazines and Modern Society 14 Magtcnes and Body Image 14 {© Tost Your Visual Media Literacy: Presenting a Broader Range of Beauty 116 Who's in Contot? Advertising Versus Edt 18 “Te inpernce of Magazine Covers 19 “Tho Future of Magazines 120 Magazine forthe Twenty Frat Contry 21 Magazines inthe Digital Age 21 {© Mecia Transformations: Going From Paper to Digital ve Chaptor Summary 120 Key Terms 124 Review Questions 124 Chapter 6. Newspapers and the News: Reflection of a Democratic Society 126 \© Inventing the Modern Press 129 oll Pubishing A Trdtion of Independence 28 “Te Penny Press: Newspapers forthe People v0 Pata Heart, an the Bat for NewYork Cy 130 The Tabloids 192 © Broadcast News 1 ‘The News Business 194 Newspaper Conglomeates—Consoldation an Profiabity 134 © National Nowspapere 135, The Metropolitan Poss 197 6 Tost Your Mea Literacy: Truth Teling 3s Journalistic Priority 130 Community ana Suburban Papers 10 News, Polos, and Society 141 Sources, Advertisers, and Readers Whom Do You Pease? 1Media and Politea! Biss vue © Patitiem anc the Pross-—Reporters Fisk Their Lives to Report the News ua (© Tost Your Media Literacy: Living in Ditferont Media Worlds 148 The Alternative Press 46 (© Media Transformations: News in the Age of Mobile Media 148 The Future of News 149 ‘Are Newspapers a Dying Medium? 49 The Future Ie Male and Social 150 © Test Your Media Literacy: Journalists and Social Media 451 Chapter Summary 182 Key Terms. 152 Roview Questions 153 PART Ill: ELECTRONIC MEDIA Chapter 7. Audio: Music and Talk Across Media 156 History of Sound Recording and Transmission 153 Storing Musical Performances: The Development ofthe Recorsing Industry 158 (© TWanamsting Music and Talk: The Binh af Reco 169 (© From the Golden Age tothe Television Age 162 (© Test Your Modia Literacy: When Isa Radio Show Racist? 163 Radio's New Look: HD and Satelite 468 Streaming/Dewnloads: Onine and Mobile Audio 165 ‘Music, Youth Culture, and Society 166 Rock'n’ Rolland the integration of Music 160 ‘The Changing Face of Popular Music 168 Country: Pop Music for Adults ” Finding a Niche: Popular Rado Formats 1 (© Test Your Media Literacy: When ls Recycled Music Original? ‘Mash-up and Covers. 15 Tak Radio: Politics, Neve, Shock Jocks, and Sports 174 Poble Racko 15 Concerns About Effects of Music on Young People 176 Changing the Musical Experience: From Social Music to Personal Sounctracks 177 From Singles to Di Recording Industry 178 LPs Versus 458 178 (CDs and Digtal Recording 179 [Economies f Stsoming and Downloads v0 Radio Consolidates and Goes High-Tech 19 (© Test Your Modia Literacy: Who Is Being Hurt by Declining Sales of Recorded Muse? 180 The Future of Sound 181"Music and the Long Tat Aternatives to Broadcasting ae New Eeonamie Models forthe Musi Incusty 12 © Media Transformations: Creating a Racio Show Without a Radio Station 183 Chapter Summary 185 Koy Torms 185, Review Questions 196 Chapter 8. Movies: Mass Producing Entertainment 188 ‘The Development of Movies 190 1@ The First Moviemakers 390 “Tne Stucio System v2 ‘The Blacklist 194 Television and the Movies 198 ‘The Movie Business 196 The Blockbuster Era 196 © Media Transformations: As You Like it: Movie Viewership Inthe Digital Era 8 Home Video 199 Digit! Production and Projection 200 What Makes Movie Profitable? 201 Movies and Society 202 {© How Much Influence Do Movies Have? 208 Diversity inthe Movies 208 © Test Your Visual Media Literacy: Does It Look Like Women Have Major Film Roles? 205 “The Production Code: Protecting the Movies From Censorship zor The Ratings System 208 © Test Your Media Literacy: Movie Ratings 209 ‘The Future of Movies an Movies as a Brand 212 Movie Promotion onthe Internet 22 Movie and the Long Tail 218 Chapter Summary 214 Key Terms 215 Review Questions 215 Chapter 9. Television: Broadcast and Beyond 218 ‘Television: Broadcast and Cable/Satellite 220 Broadcast Television 220 Cable and Satelite Telvison 222 Digital Television 208From Broadcasting to Narrowcasting: The Changing Business of Television 207 Networks and Afliates 27 tutional Broadcasting Becomes Public Broadcasting zr The Fox Network 228 Dotining Ratings 228 ‘An Earthquake in Siow Motion 29 Diversity on Television 21 (© Test Your Visual Media Literacy: What Does ‘TV Show Look Like? 208 Tolovision and Society 235 Television as @ Major Social Force 235 How Do Viewers Use Television? 236 Standards for Television 236 @ Test Your Media Literacy: No Sense of Place 237 The Problem of Deconcy 238 ‘The Future of Television 239 Interactive Television 239 © Modia Transformations: Detining Television in the: ‘Twonty-First Contury 240 The Earthquake in Slow Metion Continues 2a2 Chapter Summary 243, Key Terms: 243, Review Questions 243 Chapter 10. Online Media: The Internet, Social Media, and Video Game: 244 ‘The Development of the Internet 206, Packet Switching: Lottng Computers Talk to Each Other 27 ARPAnet par Connecting Incompatible Networks 248 What Are Online/Mobile Media? 248, Email 249 Instant Messaging and SMS 249 The World Wide Web 249 Search as 2 Medium 282 Mobile Apps 252 Blogs: 252 (© Media Transformations: Going Mobile 259 Podeasts and Streaming Medio 258 Social Media: Sharing Our Lives Online 255 What Makes Media Social? 256 Who Are Our Social Media? 256Video Games as Mass Communication 257 Test Your Media Literacy: How Much Privacy Do You Have With Your Social Media Kecounts? 258 Video Games as a Spectator Sport 260 Diversity and Representation in Vloo Games 260 ‘The Internet and Society 261 “The Hacker Ethic 252 The Noton of Cyberspace 263 Broadening Our Onine World 263 Conticts Over Digital Media 264 Convergence of Old and Now Media 255, @ Test Your Visual Media Literacy: Humans of New York 286 Everything ls Data 267 Chapter Summary 268 Key Terms 269 Review Questions 269 PART IV: STRATEGIC COMMUNICATION Chapter 11. Advertising: Selling a Message 272 ‘Tho Development of the Advertising Industry 24 “he Birth of Consumer Cute 274 “The Growth of Brand Names 275 Averting-Suppored Media 276 ‘The Advertising Business 278 The Ghent 278 The Agency 280 The Media 258 “The Audience 235 © Test Your Media Literacy: Advertising to Targeted Markets 238 ‘Advertising in Contemporary Culture 289 {© The Problem of Cutter 239 Debunking Subiminal Advertising 290 When Advertisements Are More Important Than the Program 201 (© Advertising to Chiron 291 Test Your Media Literacy: Limits on Advertising Food to Children 202 ‘The Future of Advertising 293 Integrated Marketing Communication 293 ‘© Media Transformations: From Advertorials to Native Advertising 204 © le Anyone Watching Television Ads? 295 Product Placement 296 The Long Ta of Advertsing 297 Social Marketing 27Chapter Summary 208 Key Terms 299 Review Questions, 299 Chapter 12. Public Relations: Interactions, Relationships, and the News. 300 From Press Agentry to Professionalism 302 “The Origins of Puble Relations 303, (© Test Your Media Literacy: False Reports Garner Publicity 305 Worl War: The Federal Government Stats Using Public Relations 306 Public Relations Becomes a Profession 306 ‘The Business of Public Relations 307 What s Pubic Relations? 307 ‘he Publis Relations Process 308, Who Are the Publics? 309 © Gris Communication 310 Public Relations Goes Ontine 314 (© Modia Transformations: Old and New Tools for Integrated Marketing Communication ar Public Relations and Society 318 JJouraiem and Public Relations 38 Public Retains and the Goverment 319 Spin Control: A More Personal Form of Public Relations 320 Public Relations and Poitical Activism 20 Public Relations and the Givi Fights Movement 221 Chapter Summary 922 Key Terms, 922 Review Questions, 322 PART V: REGULATION AND CONTROL OF THE MEDIA Chapter 13. Media Law: Free Speech and Fairness 324 ‘The Development of a Free Press 326 “Tho Fist Amendment: “Congres Shall Make No Law 226 “Tho Roots of American Free Speech 227 Limits on Free Speech inthe Post-9/11 Era 328 Protection of individuals 328 Libel 828 © Invasion of Pvacy 21 Free Press/Fai ial 334@ Test Your Visual Media Literacy: Should Legal Protections: Extend to Offensive Speech? 336 Controlling the Press 337 Honosty and the Prose 337 Prior Restraint 339 Free Speech and Students ae Journalists Going to Jail nee Obscenity 38 © Tost Your Media Literacy: Citizens United v. Federal Election Commission 34 Regulation of the Media Industry 945 Copyright and Fair Use 345 ‘The Fie and Fal of Broadeast Regulation 346 Mandating Fairness on the Air 346 © Modia Transformations: Who Owns Your Social Media Content? sar The Telecommuriestions Act of 1996 38 Net Neutrality 19 Chapter Summary 350 Koy Torms 350 Review Questions 351 Chapter 14. Media Ethics: Truthfulness, Fairness, and Standards of Decency 352 Ethical Principles and Decision Making 354 ‘Aritotle: Virtuo and the Golden Mean 354 Kant: The Categorical Imperative 355 hn Stuart Ml: The Principle of Utility 355 (© Test Your Visual Media Literacy: Horrific Sports njuris| 356 John Rawls: The Vai of gnorance 387 Hutchine Commission: Social Responsibility Ethics sr ‘The fk Model for Ethical Decision Making 358 Ethies and News 358 Truthiness 358 @ Tost Your Media Literacy: When Is Arosting Reporters Considered Acceptal set Corporate Conti of intrest 382 Sensations 62 Going Too Far: The News of the World Hacking Scandal 368 \When and How Do You Apologize? 364 “There Is No "They": The Sago Mine Disaster 385 Photography 268 Enforcing Ethics 69Ethics and Persuasive Communication 370 Advertising 370 (© Toot Your Media Litsracy: The Unabombor’s Manifesto Raises Questions 371, (© Media Transformations: Cookie Monsters: Online Privacy and Data Gathering are this in Public Relations ara ‘Attacks on Women Through Online Media a78 Chapter Summary 377 Key Terms: 3i7 Review Questions 378 Chapter 15. Global Media: Communication Around the World 380 © Media Ideals Around the World 383, Authoritarian Theory 383 Communist Theory 388 Libortaian Theory 385 Social Responaibilty Theory 386 Noms forthe Press inthe Twenty-First Century 385 ‘© @ Test Your Media Literacy: Updating the Four Theori 387 The internet in the Twonty-Ftet Century oer © Going Global: Media Standards Around the World, 288 ‘Canada, Nester Europe, and Grest Britain 288 © @ Test Your Visual Media Literacy: Are There Limits to ‘What Media Images Should Display? 390 Central and Latin America 292 Islamic Countries and the Mies East 290 Atria | 296 Russia and the Former Saviet Republics 298 aia 398 © @ Test Your Media Literacy: How Free Are the World's ‘Media to Report the News 401 © @ Media Transformations: Are We Really Living in a Media World? 402 Chapter Summary 403 Key Terms 403 Review Questions 408 Notes 405 Glossary 449 Index 450PREFACE Many of the defining moments of ourlives come from our shared experiences with the media. It could be wit rnessing mass shootings through social media coverage, experiencing the thrill ol Olympic competition viewed streaming on the Interne, going tothe latest Marvel Cinematic Universe movie as the backdrop toa fist date, lorhearing that’ song from the summer you turned sixteen, For my generation, itwas the moon walk: Parents all, across the United States let their nine-year-oldsstay up way past thelr bedtimes towatch on television the biggest show oltheirlives—Apotl I] astronaut Neil Armstrong setting foot on the moon,On September IL, 2001, my son and his fellow fifth-grade classmates sa mesmerized by news coverage ofthe airplanes crashing into the World ‘Trade Center twin towers, the Pentagon, and afield in southwestern Pennsylvania, Some patents questioned \whether thei children ought to have watched these events, but my son said, “We begged the teacher to keep the TV on, We had to know.” AsLwrite this, my former fith-grader isa graduatestudent who haslived in Canada, Europe and Asia witha global perspective brought on in part by that fateful day in 2001. ve reached the point with my freshmen where their earliest majormedia memories are no longer 9/1. That's now something that has just always been. Now their top media memory might be watching Blue's Clues, Disney's The Litle Mermaid, o¢ listening to Michael Jackson songs on the radio thelr parents. ‘Then there atethe myriad trivial aspects of everyclay life that come from our time with the media: finding the perfect Ite café through restaurant review site Yelp listening to the opening night of Jimmy Buffet’ summer tour on satellite radio, or arguing on the Internet over who should be the top pick in your fantasy football league. "The media world we inhabit is constantly changing, asis our relationship with the medi, In my first job as a college professor, Itaught # course in media effects. On the ist day of class, a student raised his hand and asked, “When do we get tothe part where we talk about how television turns people into zombies!” His ques tion has stayed with me through the years because it represents the view many people have about the media, ‘The student's attitude had been fostered by media erties with an agenda—getting elected to office, getting a regulation approved, promoting a product, or even pushing a motal choice. | have Jong taken the view thatthe ssuccessl study of mass communication is also a journey of seltawareness. We are students of media and alse players ina media world Approach of the Book {study conducted by the Zenith Optima in 2015 shows that people spend an average of more than eight hours a day interacting with mass media of one form or another. Time wise, the biggest medium istelevision, butin termsot growth, i'sonline media much of tmobile Mass Communication: Ling in a Media Worldviews the media in our world notasisolated institutions that some: how “do something” tous, but ratheras forces that are central tohow we ve, work, and play. The media are not oulside inluences; they are part of who we are. From mobile media devices to streaming video, the pervasive: ness of mass communication in our daily lives complicates ou ability to understand the media’ rich history of technical, cultural, sociological, politcal, economic, and atistic achievements. Mass Communication reveals the forces that drive the industy, while atthe same time motivating readers o think eriically about how they consume media, Il uses compelling stories and examples drawn from everyday life, Readers are encouraged to consider the media industry from the inside out and, in so doing, to explore the many dimensions of mass communication that operate in our society. MASS COMMUNICATIONMy students over the years have told ie that they remember information betterifitis presented asa story, and so strive to bea storyteller The narrative style of this book will help motivate stutents to do the reading and fecftatetheirrecall ofthe material, Many ofthe Test Your Media Literacy exercises ate based on writing assignments ve used in classroom settings, as wellas in more writing intensive online sections, These exevelses connect the materlal from the book to the media that students use every day, and students say that these assignments make the really think about ho they experience the media. Organization ‘The book is organized into five parts, each examining critical dimensions that comprise the world of mass communication. Part: inroduction to the Media present te institutions, social effects, and bus ess workings ofthe media inorder to ley the foundation for derstanding mass communication. Part, UL Print Media explores the development of mass literacy and mass communication and what has Wa tionally been the paperoriented print media, ineluding newspapers, books, and magazines, Part I Electronic Media coversthe media of sound and motion, from radio and mutsi to movies, television, and ‘online, Part 1V: Suategic Communication delves ino the advertising and public relations industries. Part Vs Regulation and Control ofthe Media looks at the Institutions, conventions, and rules that regulate and ‘control the media inthe United States and around the world, critiques normative theories ofthe pressin ‘various countrles, and looks at how the media operate around the globe, Most ofthe chapters about the individual print or electronic media (Parts Il and IID) are organized around thesame basie structure. Following an opening vignette come four major sections: 1. How the medium developed along with major changes in society and culture. More than just a history ofthe medium, this section considers how societal, cultural, ancl technological elements ‘came together to create the medium we have today. How the medium operates within the business and social world. This section laoks at why the medium behaves the way it does within our economy. 3. Current issues and controversies hetsieen the medium and society. These often include issues involving media effects, such asthe concern about the influence of fashion magazines on young ‘woman's body image orthe influence of rock and rap lries on listeners, 4. The future of the medium, including the effects mobile technology and the long tal have had nit New to the Sixth Edition ‘Weve ina media world that i constantly changing. My chief goal in writing thissixth edition, in adal- ton to comprehensively updating the materlal, was to reflet the big changes taking place within the media industry, especially withthe rising importance of online and mobile media. The sixth edition of ‘Mass Communication deals with this period of rapid change with several new elements, including the fist major update to the Seven Secrets ‘They’ Don't Want You To Know AboutThe Media; astengtiened focus on online, mobileand social media; strengthened focuson criical/cultural theory: many new or substantially revised chapter opening vigneties; ome reorganization of content; anda fresh approachto the interactive e-book. Below are the details about these new offerings, as well a information on some returning features, ‘The New Seven Secrets—Four editions ago, | introduced what were then called the Seven Truths “They? Don't Want You To Know About The Medin, These were designed to highlight in a fun way several principles of media Iteracy that serve as common themes throughout the book. But other than moving from being truths’ to ‘secrets; they'd stayed largely unchanged since 2006. But as! note in Chapter |, the media world has not stood sill since then, Video streaming, the pervasiveness of touchscreen smart- phones, the rise oftablet computing, and the importance of social media have all become vastly more important PREFACESo itbecame clear that twas time to update the Seven Secrets to better match this changing media ‘world, So there are stil just seven seerets, but numbers Sand 6a allnew. These seeeetsall deal with ‘what the media are, who controls the media, how media content is selected, why the media behave the ‘way they do, and how society and the media interact with each other. The New Seven Secrets are ‘The secrets are presented in depth in the last section of Chapter 1, and they recur, when relevant. in the subsequent chapters to remind students of these concepts and also to serve asa springboard for discussions or writing assignments. These important principals of media literacy are highlighted to call, attention to where the Seven Secrets appear throughout the chapters. reminding readers to be attentive and thoughtful, Updated Media Transformations Boxes—These boxes use a combination of text and visual graph ics to help students understand the rapid rate of media changes over recent decades, Each Media ‘Tansformations feature includes text telling the story of one specific transformation such as how the transmission of news from disasters at Mt Everest from the time of Into Thin Airin 1996to the earthquake in 2015 changed, how e-books are changing the publishing industry, how podeasts are blurring the line ‘between radio and online content, and how Netflix and other streaming services are transforming the ‘way we define “watching television” in the twenty-first century, Man o! these Media Transformations, \were Inspired by changes that have happened since the fst edition of his book eame out mote than lo years ago, Each story is accompanied by afresh infographic that shows the broader picture of the transformation Interactive Chapter Timolines—The chapter timelines are now exclusive tothe interactive ebook. As in the previous edition, these timelines summarize major events in the development of mass comme nication and place them within the context of other major historical dates. We have now made these chapter timelines “clickable” in the new edition and hope that they will better allow students to integrate their knowledge of world history with the parallel development of mass media. The timelines preview ‘important dates in mass-media history that are detailed elsewhere in the chapter. New Chapter-Opening Vignettes—Fleven brand new stories about key figures inthe media provide ‘a powerful narrative thread exemplifying the major themes ofeach chapter. These vignettesconvey the excitement and relevance of media studies and eritial enquiry by way of those whose lives have been profoundly affected by the media, New vignettes include video game soclal media phenom PewDlePl, singerfsongwriters Doug and Telisha Williams who are navigating theirway through the changing world ‘of the music business, Marvel's Black Panther comics, and the struggle that happens when university conversations turn to race. Mobile Media—This edition includes strengthened emphasis on dominant role the mobile media are playing in how we consume both legacy and new types of media, More thant two-thirds ofall Americans go online with mobile devices lke smariphones or tablets. Many online sites are finding they have more ‘mobile traffic than connections from traditional computers. And mobile media have moved us from the needtto-connect of dialup service, tothe always-on of broadband, tothe access-everywhere of mobile Internet. MASS COMMUNICATION