Chapter 3 outline: Books and Magazines

Chapter 3 outline

Books and Magazines

n  Early Print Media

Ø  Greek epics (Odyssey)

Ø  Japanese Tale of Genji

Ø  Chinese printing blocks

Ø  Importance of monks

Ø  Gutenberg press

Ø  Growth of literacy

Ø  Ideas about life and work

n  The Gutenberg Revolution

Ø  Gutenberg Bible (1455)

Ø  Mass production of books,
newspapers at low cost

Ø  Beyond religious works:
chapbooks, entertainment

Ø  Libraries and bookstalls

n  First lending library in 1602; England

n  First American Print Media

Ø  Bay Psalm Book (1640)

Ø  Poor Richard’s Almanack (1732)

Ø  Paine’s Common Sense

Ø  Subscription libraries

Ø  Magazines, miscellanies

Ø  Copyright Act of 1790

n  Royalties

n  First American Print Media

Ø  Publishers took up political causes: ‘Federalist Papers’

Ø  Literary miscellanies:
Saturday Evening Post (early 1800s)

Ø  Illustrated weeklies: Harper’s Weekly introduced Civil War drawings

n  First American Print Media

Ø  Last of the Mohicans (1826)

Ø  Uncle Tom’s Cabin (1852)

Ø  Dime novels: Horatio Alger

Ø  The Postal Act of 1879

Ø  New genres, ‘pulp’ fiction

n  Muckraking

Ø  Investigative reporting

Ø  Reformers sought justice

Ø  McClure’s, Ida Tarbell
and Standard Oil

Ø  Upton Sinclair’s The Jungle

Ø  Muckraking led to
major legislation

n  Pure Food and Drug Act

n  Modern Magazines

Ø  After 1920s, magazines competed with radio and film

Ø  Some magazines tried mass appeal; others targeted narrow, loyal audiences

Ø  Advertising shifted to television

Ø  Decline of newsmagazines (Life, Time, Newsweek)

n  Modern Magazines

Ø  Proliferation of
specialized magazines

Ø  Today, there are
almost 20,700 magazines

Ø  Desktop publishing & Web lowered barriers to entry

n  Book Publishing Giants

Ø  As printing costs declined, publishing grew

Ø  ‘Book’ rate for mailing books

Ø  World War II ushered
in paperback era

Ø  Definition of “book” is changing

n  Book Publishing Giants

Ø  Publishing industry uneasy

n  Chains publishing own books

n  E-publishing by nonprofits

n  Books on demand

n  Amazon and its Kindle

n  Google Edition, Apple iPad

n  From Chapbook to E-book

n  After Gutenberg

Ø  Rotary press

Ø  Photoengraving

Ø  Offset printing

Ø  Computer to plate

Ø  Print on demand

Ø  Bar-code and “QR” scanners

•    E-publishing

Ø  Google’s digitization of books

Ø  Kindle’s impact

Ø  E-commerce(Amazon)

Ø  Printing books on demand

Ø  Online self-publishing

Ø  Free, low-cost digital books

n  E-publishing

Ø  Readers mixed on e-books

Ø  E-readers getting popular

Ø  Problems with e-books

n  Piracy, illegal swapping

Ø  Hard to read online

Ø  Magazines moving online

Ø  Libraries of tomorrow

n  Industry: Going Global

Ø  Magazines target readers

Ø  Audience = circulation X readers per copy

Ø  They get most of their revenue (60%) from ads

Ø  Some magazines are subscription only; trade magazines

n  Circulation & Advertising

Ø  Some magazines struggling

Ø  Circulation has dropped

Ø  So has advertising

Ø  Influence of magazine wholesalers, distributors

n  Exception: Wal-Mart bypasses distributors

n  Book Publishing Economics

Ø  Search for best sellers

Ø  Publishing houses

Ø  Physical and online stores

Ø  Increase in
books-on-demand

Ø  Consumers keep their purchased books

n  Magazine & Book Genres

Ø  Magazines for every taste

n  Even small-circulation magazines can be profitable

Ø  Major book categories

n  Trade, professional, textbooks, paperback, religious, book club, mail-order, multimedia, scholarly presses

Ø  Top book genre is fiction

n  Literacy: Culture of Print

Ø  Books: ideas vs. commodities

Ø  Redefining role of magazines

Ø  Distribution issues

Ø  Intellectual property
and copyright

Ø  Censorship, free speech,

First Amendment

Journalists and the media

Read this column by the editor of the Dallas Morning News:

http://www.dallasnews.com/opinion/commentary/2017/02/18/need-know-enemies-american-people-president-warned


and give me your thoughtful reaction.

20 points, due by 11 a.m. Wednesday, Feb. 22.

Chapter 2 outline — Media and Society

Chapter 2 outline

Media and Society

n  Understanding the Media

Ø  Do media change society
or reflect society?

Ø  Mutual relationship between media and culture

Ø  Theories on how media institutions function

n  Media Economics

Ø  Media exist to make money

Ø  Mass production, distribution
are keys to economic success

Ø  Profits reaped by producing many copies at low cost

Ø  Large audiences help media companies recoup first-copy 

n  Media Economics

Ø  Economies of scale

n  Cut staff, automate, merge

n  Reduce marginal costs

Ø  Benefits of competition

n  Law of supply and demand

n  Good for consumers: lower prices, better products

Ø  Marginal costs

n  Media Economics

Ø  Media monopolies

n  No pressure to be efficient

n  Can raise prices and profits

n  Not invariably bad

n  Can reduce content diversity

Ø  Duopoly

Ø  Oligopoly

n  Media Economics

Ø  Barriers to entry

Ø  Profit motive

n  Profits: what’s left after paying costs and taxes

n  Media use different methods to recoup first-copy costs

n  Profits are not always paramount (example: PBS)

n  How Media Make Money

Ø  Direct sales (buy iPod)

Ø  Rentals (rent DVD)

Ø  Subscriptions (newspaper)

Ø  Usage fees (movie ticket)

Ø  Advertising (newspapers,
magazines, TV, radio)

n  How Media Make Money

Ø  Syndication (TV reruns)

Ø  License fees (song royalties)

Ø  Subsidies (PBS)

Ø  Voluntary donations (NPR, some software and game developers)

n  Mass Markets to Segments

Ø  Narrowcasting: target smaller audience segments with specialized content

Ø  Why? Technologies, advertisers’ preferences, research techniques, consumer-info databases, audience demand

n  New Media Economics

Ø  Personalized content

Ø  Internet: low reproduction
and distribution costs

Ø  Websites use advertising, too (but with a twist)

n  Examples: Google sponsored ads, Groupon

n  Critical Studies

Ø  Need for media literacy

Ø  Political economy

n  Marx: Dominant groups create hegemony

Ø  Feminist studies

Ø  Ethnic studies

Ø  Media criticism

n  Postmodernism

Ø  Critique of modern technological society

Ø  No universal truth

n  All views equally valid

n  New forms of expression

n  Nation-states obsolete

Ø  What comes next?

n  Diffusion of Innovations

Ø  Explains why people adopt new communication behaviors

Ø  Why innovations succeed: price, compatibility, social norms, other factors

Ø  Stages of diffusion: innovators, early adopters, early majority, late majority, laggards

n  Media’s Functions

Ø  Surveillance (news)

Ø  Interpretation (editorials)

Ø  Values transmission/ socialization (textbooks)

Ø  Entertainment (movies)

Ø  Functions of new media

n  Media and Public Opinion

Ø  Gatekeeping

Ø  Agenda setting

n  Media tell us what to think about

n  But new media may be undermining older media

Ø   Framing

n  Media tell us how to think

n   Technological Determinism

Ø  The medium is the message (McLuhan)

n  Form, not content, matters

n  The ‘global village’

Ø  Technology as dominant social force (Postman)

Ø  Media drive culture

Chapter 1 outline: The Changing Media

n  Chapter 1
The Changing Media

n  The Media in Our Lives

Ø  9+ hours per day

Ø  5 months per year

Ø  34 billion bytes per day
per person

Ø  We consume and make
information

n  Media in Changing World

Ø  Conventional media: books, newspapers, magazines, radio, TV, film

Ø  Impact of digital technology and the Internet

Ø  Merging of mass media
into new media forms and content

n  Merging Technologies

Ø  Media convergence

Ø  Communication moving
from analog to digital

Ø  Formerly distinct channels now integrated in common medium (Net, DVD)

n   Digital Media Primer

Ø  Digits 1 or 0, on or off

Ø  Sound: samples & levels

Ø  Pictures: brightness
and color of pixels

Ø  Bits: 1000001=A

Ø  Human senses still analog   

n  Changing Industries

Ø  Rise of Apple, Google, & Facebook

Ø  Conventional media firms are struggling

Ø  Economic recession and failed mergers hurt large media firms

Ø  Hardest-hit industry:
newspapers

n  Changing Lifestyles

Ø  Online video

Ø  Online politics

Ø  Video games

Ø  Conventional media don’t reach young adults

Ø  TV is still central to young people

Ø  New media’s impact on culture, human relationships

n  Shifting Regulations

Ø  Telecom Act of 1996

n  Deregulated industry

Ø  Copyright Extension Act

n  Broadened protection

Ø  Net neutrality

n  Can Internet providers favor some types of information?

n  Rising Social Issues

Ø  Media violence

Ø  Concerns about new and interactive media

Ø  Isolated lives

Ø  Digital divide

Ø  Internet control

Ø  Social networking revolutions

n  Media Throughout History

Ø  Pre-agricultural society

n  Spoken word

n              Agricultural society

n  Writing develops

n  Masses illiterate

n  Books copied by hand

n  Media Throughout History

Ø  Industrial society

n  Gutenberg press (1455)

n  Mass production of books

n  Diffusion of literacy

Ø  Today: information society

Information Society

Ø  Economy depends on production & consumption
of information

Ø  Rise of information workers

Ø  Dominant tool: computer

Ø  Information industries
go digital

n   SMCR Model

Ø   Schramm’s classic model
of mass communication

n  Source

n  Message

n  Channel

n  Receiver

n  Feedback

n  Types of Communication

Ø  Intrapersonal

Ø  Interpersonal

Ø  Small group

Ø  Large group

Ø  Organizational

Ø  Intercultural

n  What Are the Media Now?

Ø  Digital

Ø  Interactive

Ø  Social media

Ø  Asynchronous

Ø  Narrowcasting

Ø  Multimedia