Table of Contents

Contents: Preface. Preview. Part I: Historical Perspective. Radio Broadcasting: From 1842. Television Broadcasting: From 1884. Cable Television: From 1949. Other Electronic Mass Media Technologies: From 1948. Part II: Creative and Informational Perspectives. Production, Programs, and Performance in Electronic Mass Media. Programming by Electronic Mass Media. Electronic Mass Media News. Commercials and Other Persuasive Announcements. Part III: Physical Perspective. Radio Energy. Radio Channels. Television Channels. Part IV: Legal and Ethical Perspective. Electronic Mass Communication Law. Regulation of Electronic Mass Media. Electronic Mass Media and the First Amendment. Ethics and Self-Regulation in Electronic Mass Media. Part V: Economic Perspective. Sales and Advertising. Audience Research and Ratings. Local Outlets. Electronic Mass Media Networks. Careers in Electronic Mass Media. Part VI: Comparative Perspective. Noncommercial Radio and Television. Foreign National and International Radio and Television. Corporate Video. Part VII: Sociopsychological Perspective. Factors in Degree of Impact. Impact. Research and Theory.

About the Author

Smith, F. Leslie; Ostroff, David H.; Wright, John W.