List of Exhibits Preface Acknowledgments Part I. Media/Society 1. Media and the Social World The Importance of Media The Rise of Mass Media Media and Society A Sociology of Media A Model of Media and the Social World Applying the Model: A Civil Rights Movement Conclusion Part II. Production: The Media Industry and the Social World 2. The Economics of the Media Industry Changing Patterns of Ownership Consequences of Conglomeration and Integration The Effects of Concentration Mass Media for Profit The Impact of Advertising Conclusion 3. Political Influence on Media The Case of Pirate Radio Common Features of Media Regulation Debates The First Freedom The Public Interest and the Regulation Debate Regulating Media Content and Distribution Informal Political, Social, and Economic Pressure Conclusion 4. Media Organizations and Professionals The Limits of Economic and Political Constraints Decision Making for Profit: Imitation, Hits, and Stars The Organization of Media Work The Rise of User-Generated Content Occupational Roles and Professional Socialization Norms on the Internet, New Media, and New Organizations Conclusion Part III. Content: Media Representations of the Social World 5. Media and Ideology What Is Ideology? Theoretical Roots of Ideological Analysis News Media and the Limits of Debate Movies, the Military, and Masculinity Television, Popularity, and Ideology Rap Music as Ideological Critique? Advertising and Consumer Culture Advertising and the Globalization of Culture Conclusion 6. Social Inequality and Media Representation Comparing Media Content and the Real World The Significance of Content Race, Ethnicity, and Media Content: Inclusion, Roles, and Control Gender and Media Content Class and the Media Sexual Orientation: Out of the Closet and Into the Media? Conclusion Part IV. Audiences: Meaning and Influence 7. Media Influence and the Political World Media and Political Elites Media and Individual Citizens Media and Social Movements The Internet and Political News Politics and Entertainment Media Media, Politics Conclusion 8. Active Audiences and the Construction of Meaning The Active Audience Meanings: Agency and Structure Decoding Media and Social Position The Social Context of Media Use Active Audiences and Interpretive Resistance The Pleasures of Media Conclusion 9. Media Technology The Nature of Media Technology Technological Determinism and Its Limits The Social Construction of Media Technologies How Media Technology Matters New Media Technology and Social Forces The Threat to Privacy: The Expansion of Behavioral Targeting In Search of an Audience: The Long Tail and the Fragmentation of Media Using New Technologies Conclusion Part V. Globalization and the Future 10. Media in a Changing Culture What Is Globalization? The Media Industry Media Content Media Consumption: Limits of the Global Village Regulating Media Afterword: The Ubiquity of Change and the Future of Media Appendix: Selected Media-Related Internet Resources References Index About the Authors
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