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write books that have literary merit but are not obvious blockbusters.
is the leading bookstore in cyberspace.
- a publisher with a few employees and minimal facilities.
- specialize in the types of books they produce
•A developmental editor
works with the author, going over each chapter and suggesting changes, new directions, things to add, and things to cut.
•An acquisition editor
acquires books to be published.
include textbooks for elementary, secondary, college, and vocational schools.Many believe that educational books will be the great growth industry of 21stcentury publishing.
- account for largest share of books sold.
- Trade books are fiction and nonfiction that are sold to the general public.
Dime and Pulp
•The Industrial Revolution
- paper - wood pulp -
- tried to disguise books as both newspaper and magazines to take advantage of
- lower postage rates.
- established a special postal “book
- because it realized that the distribution of books was good for the country.
- (media mail)
McGuffey’s Eclectic Readers
- pictures to reinforce vocabulary.
education became law in the United States in the 1820s.
colony to pass a law requiring that every child be taught to read.
Library Company of Philadelphia was founded by
- To this day, the best papers still have a
- certain amount of cotton or linen fiber
Printing changed the world from one
- culture to literature
invention was one of the prototypes of mass production and sparked a
- first book to resemble today’s familiar form was produced on parchment
- by the Romans
- a reed that grew in ancient Egypt
- alongside the Nile
3000 B.C. earliest paper
is the idea that viewing violence actually reduces violent behavior because it satisfies a person’s aggressive drive.
telling them what to think about
George Gerbner’s cultivation theory
- o predicts that over time. Media use will “cultivate” a
- particular view of the world within users
§ Laggards –
resistant to change
careful informed decisions
Quick but informed
extroverts, eager to try new stuff
diffusion of innovation theory
- o five types of people have different levels of willingness
- to accept new ideas from the media:
difference theory looks at how media users with different characteristics are affected in different ways by the mass media.
an important part in the process of social modeling in which a child learns the expectations, norms, and the values of society.
Social learning theory
- is based on the assumption that people learn to
- behave by observing others, including those portraying in the mass media.
· Later studies, minimal-effects model which predicts
that media will have little influence on behavior
The Payne Fund
- · studies supported the powerful-effects model, which
- predicted that media will have an immediate and potent influence on their
- media. (HYPODERMIC NEEDLE)
- is a set of related statements that seek to
- explain and predict behavior
· Two step
created by opinion leaders of communication
someone who knows stuff about something
· Selective retention
caused people with different views to remember the same event differently
analyses demonstrated that the vastmajority of movies dealt with crime, sex, and love.
The Payne Fund
- · conducted 13 separate investigations into the
- influence movies had on the behavior of children
is information that is spread for the purpose of promoting a doctrine or cause
Legal: Forbidding or restricting a form of expression before it is made
- To some –
- government prosecution of communications activity after the fact
- Others – any
- restriction of communications activity
Mediated Interpersonal Communication
The sharing of personal messages through some form of interposed device (communication via the telephone, e-mail, text messages etc.)
What is a Gatekeeper?
- Controls what goes out to people
- Mediated messages transmitted to large, usually
- widespread audiences.
Messages conveyed through a medium rather than face-to-face
- Name a job where you will NOT use any form of
- How could your job affect the media
- How could your job be affected by the media
- the analysis used to assess the effects of media on
- individuals, on societies, and on cultures.
What is media literacy?
- The ability to understand and make productive
- use of the media in one’s life