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Mary В. Cassata State University of New York at Buffalo Molefi К. Asante State University of New York at Buffalo Mass Communication Principles and Practices Macmillan Publishing Co., Inc. New York Collier Macmillan Publishers London

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Mary . Cassata State University of New York at Buffalo
Molefi . Asante State University of New York at Buffalo
Mass Communication Principles and
New York
Part One Chapter 1. Introduction 5 Mass Communication: T h e Process of Communication 6
Fundamentals E l e m e n t s o f t h e P r o c e s s M o d e l 7
Interpersonal and Mass Communication 9
Immediate Theme Control 11
Emphasis and Restatement 11
Summary of Significant Events 40
Chapter 3. Mass Communication Constituents 43 Reproduction 44
Circulation 46
Feedback 49
Support 51
Ownership 54
Part One Readings 57
Part Two Chapter 4. Mass Communication *TL *• i r». • Models and Theories 63 Theoretical Dimensions , , , , » . _ , , ^
Verbal Models 65
Mathematical Models 72
Libertarian Theory Social Responsibility Theory
Soviet-Communist Theory Power of the Press Theory, Bullet Theory, Hypodermic Needle Theory
A Final Word
The Audience Component 84 Individual Differences Perspective
Social Categories and Social Relationships Theories Cultural Norms Theory
Ludenic Theory: Play Summary
Social Learning Theory Theory of Effects and No-Effects Theory
Theories of Violence 89
Chapter 5. Mass Communication Effects 97 Audience Saturation/Impact Studies 97
Functions of Mass Communication 99
Mass Media Accessibility 100
General Considerations 102
Dramatic Effects 104 Case History 1 Case History 2 Case History 3
Learning Without Involvement 106
Conclusion 109
Part Three Chapter 6. Mass Communication: National <y .. i « and International Perspectives 117 _ , _ International News-Gathering International Systems Agencies 117
How Does an Agency Function? 122 Contrasting Media Systems 125
United States The Soviet System
Federal Republic of Germany Japan
Chapter 7. International Satellite Systems 135 Capabilities of Satellites 135
Uses of Communication Satellites 136 Characteristics 137
Educational Television 140 International Satellite Systems 140
Substitute Satellites Intelsat
Chapter 8. Film: an International Medium 143 Beginnings 146
The Rise of the Narrative Film 147 The Documentary Film 148
The Naturalist 149 The Realist 149
The Newsreel 150 The Propagandist 150
Cinema Verite 151 The Entertainment Film 155
The Stars Are Born 157 Hollywood in Decline 159
Part Three Readings 162
Part Four Chapter 9. Mass Communication Mass Communication: „ , „ ^ M . , ,_., „ Regulations and Control 169 Controls and Challenges
Regulation 169
Legal 169 The Fairness Doctrine
The FCC and Its Muscles FCC Operation
Programming Categories The FCC and the News
The Federal Trade Commission and the Food and Drug Administralion The Copyright Law
Obtaining a Copyright Ascertaining Copyright Status
Economic 182 The Advertising Factor
Social 184 The Good
The Education of the Public The Basis of Broadcasting
The Means-End Controversy
Investigatory Bodies 187 Commission on the Freedom of the Press
National Advisory Commission on Civil Disorders Carnegie Commission on Educational Television
National Commission on the Causes and Prevention of Violence Surgeon General's Scientific Advisory Committee on Television and
Social Behavior Carnegie Commission on the Future of Public Broadcasting
The Black Press Audience 196
Black Broadcasting 198
Employment of Minorities 200
The Looking Glass 202
Chapter 11. You've Come a Long Way, Baby . . . from Minnie Mouse to Wonder Woman 203
Socialization of Children: Sex Role Stereotypes 208
Advertising and the American Woman 210
Women in the Daytime Soaps 212
Women in Prime Time 214
Women Employed in the Industry 216
Chapter 12. The Reality of TV Violence The Violence of TV Reality 219
TV News and Violence 223
Televised War and Social Values 223
Television as a Major Societal Force 224
Conclusion 228
Chapter 13. Canada/United States: the Limits of Media 233 The Canadian Struggle for National Identity 233
The Role of Broadcasting 237
Looking Through the Looking Glass—Darkly? 240
Chapter 14. Mass Communication: Prospects and Directions 245 Technology 245
The News 247
Likert Scale Depth Interview
Appendixes Appendix A. The Codes 259 Codes of Ethics 259
Journalism Codes 259 Canons of Journalism
A Statement of Principles Code of Ethics
Motion Picture Codes 265 The Motion Picture Production Code
Code of Self Regulation—Motion Picture Association of America The Movie Rating System
Broadcasting Codes 292 Code of Broadcast News Ethics
The Radio Code The Television Code
XV111 C O N T E N T S
Code of the Comics Magazine Association of America, Inc. 333
PRSA's Code of Professional Standards 337
Appendix B. Glossary of Mass Communication Concepts 339
Appendix C. Referenced Bibliography 343
Index of Names 351
Index of Subjects 355