Pavlik_IM_Ch04_final - CHAPTER 4 PRINT MEDIA BOOKS...

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CHAPTER 4: PRINT MEDIA: BOOKS, NEWSPAPERS, AND MAGAZINES LEARNING OBJECTIVES After studying this chapter, students should know: 1. About print media, including books, newspapers, and magazines. 2. The functions of print media, including the transmission of culture and diffusion of ideas and knowledge. 3. The historical foundation and evolution of print media. 4. The major trends in print media. 5. About readership and distribution patterns of print media, including book sales and newspaper and magazine circulation. 6. How political, cultural, economic, technological, and other forces have shaped development of print media 7. About content characteristics of print media. 8. How concentration of ownership and chains are affecting the newspaper industry. 22
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CHAPTER SUMMARY/LECTURE OUTLINE I. Vignette: A look at Ben Goldhirsh’s GOOD Magazine, which targets the so-called millennial generation with eye-catching graphics and snappy writing on a range of social, political, and pop culture issues. Using a unique subscription model, the magazine raised more than $850,000 for charities in two years. II. Media Quiz: Print Media: Questions examine the habits students have developed for reading textbooks and novels, print and online newspapers, and magazines. III. Readership Patterns: Unconventional Wisdom: The system of mass communication begins with print media. Communication scholar Marshall McLuhan introduced research that found reading printed words has changed the way we think. IV. Print Media and Their Functions A. Transmission of Culture: Books, newspapers, and magazines—although not the sole means of transmitting culture—use written language to teach a society’s values and traditions. B. Diffusion of Ideas and Knowledge: Print media can impart knowledge, as well as transfer values, by including or withholding information. C. Entertainment: Reading offers joy, escape, or diversion while imparting knowledge about just about anything imaginable. Depending on what is read, senses can be elevated, new emotions evoked, and cultural values imposed. V. Historical Development of Books: Southern Iraqis created the first form of books in 3500 BCE , and a number of other foreign cultures influenced their evolution, including Germany’s first mechanical printing press in 1455. A. Monastic Scribes: Monks laboriously copied books by hand until the invention of printing. This made disseminating written texts difficult and expensive. B. Johannes Gutenberg: He created the first Western printing press in 1455 from a converted winepress and printed the Bible and other religious tracts. C. Beginnings of Mass Communication and Mass Literacy: The printing press stimulated the growth of Renaissance culture, helped share scientific discoveries, and fueled challenges to the Catholic Church. Literacy increased but many textbooks of the 1800s reflected the power structure of contemporary society. D.
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Pavlik_IM_Ch04_final - CHAPTER 4 PRINT MEDIA BOOKS...

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