1Preface
1147.6 Radio as a means of commercial development
21 Mass Communication and Media Literacy in Shaping Culture
1157.6.1 The flow of Advertisement through Radio
31.1 Introduction
1167.6.2 Ownership and Deregulation
41.2 Mass Communication and Cultural Transformation
1177.7 Nature and Scope of the Recording Industry: 7.7.1 The Main Recording Companies
51.3 Relationship between Mass Communication and culture
1187.8 Convergence in Sound Recording and Radio Industry Trends
61.3.1 Effects of Culture
1197.8.1 The Influence of the Television
71.3.2 Mass Media in narrating the Cultural Discourse
1207.8.2 Cable and Satellite
81.4 Impact of technology and money on mass media
1217.9 References
91.5 Cultural Forum
1228 Mobile Video, Cable and Television
101.5.1 The Gutenberg Revolution
1238.1 Introduction
111.5.2 The Industrial Revolution
1248.2 History of Television: 8.2.1 The Advent of the Cable
121.6 Media Literacy
1258.3 8.3 The Audiences of Television
131.6.1 Fundamental Elements
1268.4 Nature and Scope of Television Industry
141.6.2 Skills
1278.4.1 The Program Content
151.7 References
1288.4.2 How a Programme is aired?
162 Modification and Transformation of Mass Communication
1298.5 The Satellite and the Cable Television: 8.5.1 Programming and Television Network
172.1 Introduction
1308.6 Convergence in Cable and Television Trends
182.2 Advantages faced by the Media Industry
1318.6.1 Video - Cassette Recorders
192.3 Alteration in the media industry
1328.6.2 Digital Video Disc
202.3.1 Congestion of Conglomeration and Ownership
1338.6.3 Digital Video Recorder
212.3.2 Globalization
1348.7 References
222.3.3 Fragmentation of the Audience
1359 An overview of Video Games
232.3.4 Commercialism in the Media Industry
1369.1 Introduction
242.3.5 Corrosion of Dissimilarities among Media: Convergence
1379.2 The Emergence of Modern Video Games
252.4 References
1389.3 A rapid growth of video games
263 Books as a Mass Media Tool
1399.4 The Players of the Games
273.1 Introduction
1409.4.1 Defining Video Games
283.2 History of books
1419.4.2 Who are the Players?
293.2.1 The commencement of Printed Books
1429.5 Nature and the Scope of the Video - Game Industry
303.2.2 The Gutenberg Press
1439.6 Convergence in the Video - Game Industry Trends
313.2.3 The Evolution of the Physical Structure of Books: Paperbacks and eBooks
1449.6.1 Advanced technologies and Video Games
323.2.4 Digital books: The arrival of eBook
1459.6.2 Commercialism in the Video Games industry
333.2.5 History of eBooks
1469.7 References
343.3 Arrival of Books on Colonial North America
14710 An Introduction to the World of Internet
353.4 Books and their Cultural Value
14810.1 Introduction
363.5 Censorship of Books: 3.5.1 The History of Banned Books
14910.2 The Advent of the Computer: 10.2.1 Use of Internet in the Military field
373.6 Aliteracy
15010.3 Emergence of Personal Computer
383.7 Classification of books
15110.4 The Internet of the Modern World: 10.4.1 An overview of the World Wide Web
393.7.1 Genres of Fiction Books
15210.5 Advanced Technologies in the Field of Internet
403.7.2 Genre of Non-Fiction Books
15310.6 Who are the users?
413.8 Convergence in Book Publishing Trends
15410.7 An Alternative to the Electronic Media
423.8.1 What is Convergence?
15510.7.1 The Double Edge of Technology
433.8.2 Impact of Digital Media on Book Publishing
15610.7.2 The Renaissance of McLuhan
443.9 Conglomeration in Book Publishing Trend
15710.8 Restructuring life in the Virtual World
453.10 Smart phones, Tablets and e-Readers
15810.8.1 The Freedom of Expression in the era of Internet
463.11 Small Presses development
15910.8.2 Enforcement of Freedom - of - the - press
473.12 Reformation of Book Retailing
16010.9 References
483.13 References
16111 Public Relations in the Modern World
494 Growth and Development of Newspapers
16211.1 Introduction: Defining Public Relations
504.1 Introduction
16311.2 History of Public Relations
514.2 History of Newspapers
16411.2.1 Early Public Relations
524.2.1 Colonial Newspapers
16511.2.2 Development of Propaganda in the Public Stage
534.2.2 Newspapers Following the Independence
16611.2.3 The Bygone Two - Way Communication
544.3 The Emergence of Modern Newspapers
16711.2.4 The Modern Two-Way Communication
554.3.1 The People’s Medium
16811.2.5 Forming the Feature of Public Relations
564.3.2 The First Wire Services
16911.3 Audiences of Public Relations
574.3.3 Yellow Journalism
17011.4 Formation and Scope of the Public Relations Industry
584.4 Newspapers Audiences
17111.4.1 The Areas of Application
594.5 Structure of the Newspaper Industry: 4.5.1 Types of Newspapers
17211.4.2 Management Function of Public Relations
604.6 Newspaper as a fuelling factor of Advertisement
17311.4.3 Organization for the Operation of Public Relations
614.7 The Feature and News Services
17411.5 Convergence in Public Relations Trends
624.8 Convergence in Publishing Newspapers Trends
17511.5.1 Specialization, Concentration and Globalization
634.8.1 Competition Loss
17611.5.2 Convergence
644.8.2 Conglomeration
17711.5.3 Advanced Technologies in Public Relations
654.8.3 Alteration brought with the Internet
17811.5.4 Trust in Public Relations
664.8.4 Advanced Technologies in Shaping the Industry
17911.6 References
674.8.5 Changes in the Readership of Newspapers
18012 Advertising and Mass Communication
684.9 References
18112.1 Introduction: Advertising - A Short History
695 Magazines
18212.2 Advertising in the Earlier Days
705.1 Introduction
18312.2.1 Civil War and Industrialization
715.2 History of Magazines
18412.2.2 Advertising in Magazines
725.2.1 The Era of Mass Circulation
18512.2.3 Professionalism and the Advertising Agency
735.2.2 The Period of Specialization
18612.2.4 Radio and Advertising
745.3 Audiences of Magazines
18712.2.5 World War 2
755.4 Structure and Scope of the Magazine Industry: 5.4.1 Types of Consumer Magazines
18812.2.6 Advertising in the field of Television
765.5 Magazine and Advertising
18912.3 Audiences of Advertising
775.5.1 Circulation Types
19012.3.1 Defences and Criticism of Advertising
785.5.2 Measurement of Circulation
19112.3.2 Specific Complaints
795.6 Convergence in the Magazine Industry Trends
19212.4 Nature and Scope of the Advertising Industry
805.6.1 Online Magazines
19312.4.1 The Advertising Agency
815.6.2 E – Readers and Custom Magazines
19412.4.2 Types of Advertising
825.6.3 Competing with Cable Television
19512.4.3 The Regulation of Advertising
835.7 Effects of advertisement on magazines
19612.4.4 Measuring the Effectiveness of Advertising
845.8 References
19712.5 Convergence and Trends in Advertising
856 Film
19812.5.1 Converging and New Technologies
866.1 Introduction
19912.5.2 Social Networking Sites, Tablets and Smart - phones
876.2 History of Films: 6.2.1 Rise of the Film Industry
20012.5.3 Heightened Audience Segmentation
886.3 The Micheaux and Lincoln Film Companies and the Big Studios
20112.5.4 Psychographics
896.4 Hollywood witnessing changes
20212.5.5 Globalization
906.5 Audiences of Movies
20312.6 References
916.6 Three Component Systems
20413 Mass Communication and its Impact
926.7 Conglomeration in the Film industry
20513.1 Introduction: The Effects Debate
936.8 Convergence transforms Movie Business
20613.1.1 Macro vs. Micro
946.9 Film Distribution
20713.1.2 Critical vs. Administrative Research
956.10 Advanced technologies and film industry
20813.1.3 Ritual vs. Transmissional Outlook
966.11 Film Narration: Modernization of film narration: 6.11.1 The Role of Narrative in the Context of Digital Cinema
20913.2 The Theory Mass Communication
976.12 References
21013.3 Mass Communication Theory: A Short History
987 Popular Music, Recording and Radio
21113.3.1 The Period of Mass Society
997.1 Introduction
21213.3.2 Rise of the Limited Effects Outlook
1007.2 History of radio
21313.3.3 Classical Theory
1017.3 Commencement of Sound Recording
21413.4 References
1027.3.1 The Advent of Broadcasting
21514 Media Ethics its Regulation and Freedom
1037.3.2 The Initiation of Regulation
21614.1 Introduction
1047.3.3 Advertising
21714.1.1 Initial Sentiment for Free Press
1057.3.4 The Golden Era
21814.1.2 Purifying and Outlining the Initial Amendment
1067.4 The Audience of the Radio
21914.1.3 Additional Problems of Responsibility and Freedom
1077.5 Nature and Scope of the Radio Industry
22014.2 Theory of Social Responsibility
1087.5.1 Non - commercial Radio, AM and FM
22114.3 Media Industry and its Ethics
1097.5.2 Local Radio
22214.3.1 Introduction of Ethics
1107.5.3 Fragmented Radio
22314.3.2 The Three stages of Ethics
1117.5.4 Specialized Radio
22414.3.3 Balance of Contradictory Interests
1127.5.5 Personal Radio
22514.4 References
1137.5.6 Mobile Radio
226Index
