Media communication : an introduction to theory and process / James Watson.

Previous ed.: 2003.

Includes bibliographical references (p. 409-419) and index.

Preface to the 3rd edition Introduction: Studying Media 1. Setting the Scene: Media in Context Communication, culture, power Hegemony: an overview Terchnology and the march of time Public Service Broadcasting: sailing in choppy waters New world ?dysorder? Context and study 2. The Language of Study The language of transmission Signs, codes, texts Orders of signification Audience: the language of reception 3. The Audience for Media: Perspectives on Use and Response Identifying the complexities of audience response to media Uses and gratifications theory Issues of dependency The emancipatory use of media Cultivation theory The resistive audience Significant others Ethnographic perspectives Corporate intrusions Resistance through appropriation The fragmented audience and problems of measurement 4. Media in Society: Purpose and Performance Propaganda, profit, power The public service model: technology and competition Six normative functions of media Functioning according to roles Principles of media performance: possibilities and problems Media performance and human rights 5. The News: Gates, Agendas, Values The cultural orientation of news Selecting the news: gatekeeping Setting the agendas of news News values Ideology and the news Tabloid news values 6. Narrative: the Media as Storytellers Homo narrens: the storytelling animal Narrative frames Genre, codes and character Newsworthiness, fictionworthiness News as narrative 7. The Practice of Media: Pressures and Constraints Media communication and the \'project of self\' A framework for analysis The dilemmas of professionalism News management and the hazards of source Uneven playing fields 1: gender imbalance Uneven playing fields 2: ethnic imbalance 8. The Global Arena: Issues of Dominance and Control Information, disinformation, \'mythinformation\' Power games, public relations Struggles for dominance: private sector v public sector The narrowing basis of media ownership Corporate power and the media Limiting plurality: ?democratic deficits? Global imbalances in informational and cultural exchange Global imbalances in informational and cultural exchange 9. Network Communication: Visions and Realities Cybervisions 1: dreams of freedom Cybervisions 2: the Net as agent of change Realities 1: the corporate embrace Realities 2: shadow of the Panopticon ? the Net is watching you Self, other and ?reality? in cyberspace 10.Research as Exploration and Development Engaging the truth: research perspectives Approaches to research 1: content analysis Approaches to research 2: ethnography Approaches to research 3: focus groups The recognition of pleasure Researching audience use of media technology The Internet as a research tool Researching network communication Segmentation: the marketplace approach Convergence of research approaches Research as authentication: the picture that didn?t lie 11. 21st Century Perspectives Power: pacts, profits, patriotism The retreat from regulation Audience: deconvergence The media environment: global warnings De-Westernising media studies Practitioners and public: resistance through coalition The global responsibilities of media communication Concluding Remarks Appendix 1: A Brief ABC of Perceived Effects Appendix 2: Screen Violence as Influence and Commodity: An Ongoing Debate Bibliography Glossary Index

Providing an overview of mass media in society, this text is an ideal introduction for all students of media and communication studies. With illuminating examples and greater international scope, this third edition discusses hot topics, including terrorism, web 2.0 and public service broadcasting.