Key Readings in Media Today

Brooke Erin Duffy is Assistant Professor in the Department of Advertising at Temple University. Joseph Turow is Robert Lewis Shayon Professor of Communication and Associate Dean for Graduate Studies at the University of Pennsylvania's Annenberg School for Communication. Professor Turow is an elected Fellow of the International Communication Association and was presented with a Distinguished Scholar Award by the National Communication Assn. A 2005 New York Times Magazine article referred to Professor Turow as "probably the reigning academic expert on media fragmentation." He has authored nine books, edited five books, and written more than 100 articles on mass media industries.

Introduction. Part 1: Understanding the Nature of Mass Media 1. Mass Communication, Popular Taste and Organized Social Action P.F. Lazarsfeld and Robert K. Merton 2. The Definition of Media Literacy W. James Potter 3. Common Media for an Uncommon Nation Ben Bagdikian 4. Political Problem, Political Solutions Robert McChesney 5. Not Toasters: The Special Nature of Media Products C. Edwin Baker 6. Four puzzles from Cyberspace Lawrence Lessig Part 2: The Print Media 7. Making News: Time and Typifications Gaye Tuchman 8. Convergence: News Production in a Digital Age Eric Klinenberg 9. Future Oriented: The Timing of Magazines in the Digital Age Brooke Erin Duffy 10. Sex, Lies, and Advertising Gloria Steinem 11. Is There a Text in This Advertising Campaign?: Literature, Marketing, and Harry Potter Philip Nel 12. Newspapers Rocken Espanol Mark Fitzgerald Part 3: The Electronic Media 13: What Is News? Neil Postman and Steve Powers 14. Queens for a Day: Queer Eye for the Straight Guy and the Neoliberal Project Katherine Sender 15. Deconstructing the Diversity Principle Philip M. Napoli 16. Radio and Modernity: Time, Place and "Communicative Capacity" David Hendy 17. Fallout: A Follow Up to "The Internet Debacle" Janis Ian 18. Promoting and Protecting the Industry Janet Wasko 19. Blockbuster Meets Superhero Comic, or Art House Meets Graphic Novel?: The Contradictory Relationship between Film and Comic Art Matthew P. McAllister, Ian Gordon and Mark Jancovich Part 4: The Digital Media 20. The Long Tail Chris Anderson 21. Peer Production and Sharing Yochai Benkler 22. Your Brain on Video Games: Could They Actually Be Good for You? Steven Johnson 23. Sports Online: The Newest Player in Mediasport Michael Real 24. Quentin Tarantino’s Star Wars?: Digital Cinema, Media Convergence and Participatory Culture Henry Jenkins 25. Download This: YouTube Phenom Has a Big Secret Ethan Smith and Peter Lattman Part 5: Advertising and Public Relations 26. The Work of Adcult James B. Twitchell 27. ‘Chaos Scenario': A Look at the Marketing Industry's Coming Disaster Bob Garfield 28. Rethinking Television in the Digital Age Joseph Turow 29. Philanthropy as Public Relations: A Critical Perspective on Cause Marketing Inger L. Stole 30. Media, War, and Propaganda: Strategies of Information Management during the 2003 Iraq War Deepa Kumar 31. The Public and its Problems: Some Notes for the New Millennium Stuart Ewen