massmedia大众传媒Word版Word文档下载推荐.docx

1、propaganda.The termpublic mediais less used and is defined as media whose mission is to serve or engage a public. Marshall McLuhan, one of the biggest critics in medias history, brought up the idea that the medium is the message.Mass media are very important tools of communication, through which inf

2、ormation is passed to even the farthest end of the world. They enable us to communicate with each other by helping us to overcome the barriers of time and apace.Kinds 1、TVAfter World War II, peoples homes were invaded by a powerful new force - television. The idea of seeing live shows in the living

3、room was immediately attractive. The effects of this powerful medium are still being measured. Television has developed since World War II into the most popular medium in the US and UK, one that has had great influence on American way of life. Virtually every American household - 98% in 1999 - has a

4、t least one TV set. Seven in ten Englishmen in 1991 reported getting most of their news from TV. Three large privately-owned networks - NBC, CBS and ABC - claimed 90 percent of the TV market from the 1950s through the 1970s with free broadcasts. Cable TelevisionHowever, the rapid spread of pay cable

5、 TV in the 1980s broke the hegemony of the big three. By 1999, close to 70% of American households had subscribed to cable TV. Cable TV, carried by coaxial and fiber-optic cables, originated in 1948 to better serve individuals in mountainous or geographically remote areas who could not receive over-

6、the-air TV stations. The genesis of cable as it is known today stems from development of the domestic communications satellite, approved by the Federal Communications Commission in January 1973. The new technology offered cable programmers a cost-effective method of national and international distri

7、bution. In December 1975, Home Box Office, an all-movie channel owned by Time, Inc., became the first programmer to distribute its signal via satellite. The next service to use the satellite was a local television station in Atlanta owned by Ted Turner. It became known as the first superstation, bou

8、ncing its signal off a satellite to reach a nationwide audience. The same technology allowed Turner in 1980 to found the Cable News Network, CNN, the worlds first 24-hour all-news channel. By early 1993, MTV, the leading American rock music TV network, had an audience of 46 million in the United Sta

9、tes and 32 other countries. Cable television has also been successfully used to reach very defined audiences. Beginning in the late 1970s, a growing number of U.S. cable systems began narrowcasting or offering television programming with an entire channel tailored to a narrow section of the audience

10、. Advancing digital technology and increasing wiring of U.S. cities with fiber-optic cable that permits massive transmission of digital signals are giving cable TV subscribers a host of new interactive services. The convergence of the computer with TV is permitting a host of new interactive services

11、 in which the viewer no longer watches passively, for example Movies on demand which allows a viewer to choose between several thousand videos is one interactive service. Another example is shop-at-home channels. Public TelevisionU.S. public television stations are independent and serve community ne

12、eds. All public television organizations are linked nationally, however, through three national organizations: the Corporation for Public Broadcasting （CPB）, created by Congress in 1967 to channel federal government funding to stations and independent producers; the Public Broadcasting Service （PBS）

13、, formed in 1969 and which today distributes programming and operates the satellite system linking all public TV stations; and the Association of Public Television Stations （APTS）, which helps member public TV stations with research and planning. In addition to these public TV stations, there are a

14、growing number of noncommercial stations run by Christian evangelistic ministries, which are, for the most part, supported by donations from viewers and member churches. 2、MagazinesThe late 1800s saw the start of opinion journals still influential a century later, including the Atlantic Monthly, the

15、 Nation, and Harpers. The largest readerships were won, however, by magazines that catered to peoples increasing leisure time and appetite for consumer goods, magazines such as Cosmopolitan, the Ladies Home Journal, and the Saturday Evening Post. Publishers were no longer just selling reading materi

16、al; they were selling readers to advertisers. Because newspapers reached only local audiences, popular magazines attracted advertisers eager to reach a national audience for their products. By the early 1900s, magazines had become major marketing devices. At the same time, a new breed of newspaper a

17、nd magazine writer was exposing social corruption. Called muckrakers, these writers sparked public pressure for government and business reforms. Yet magazines did not truly develop as a powerful shaper of news and public opinion until the 1920s and 1930s, with the start of the news weeklies. Time wa

18、s launched in 1923 by Henry Luce （1898-1967）. Intended for people too busy to keep up with a daily newspaper, Time was the first magazine to organize news into separate departments such as national affairs, business and science. Newsweek, using much the same format, was started in 1933. Other promin

19、ent news weeklies are Business Week and U.S. News and World Report. Magazine publishers have increasingly tried to appeal to clearly-defined audiences. Computer technology has helped publishers to target special-interest audiences. As a result of this specialization, the number of periodicals publis

20、hed in the United States jumped from 6,960 in 1970 to close to 10,000 in 1999. 3、Radio The beginning of regular commercially licensed sound broadcasting in the United States in 1920 ended the print monopoly over the media and opened the doors to the more immediate and pervasive electronic media. By

21、1928, the United States had three national radio networks - two owned by NBC （the National Broadcasting Company）, and one by CBS （the Columbia Broadcasting System）. Though mostly listened to for entertainment, radios instant, on-the-spot reports of dramatic events drew huge audiences throughout the

22、Great Depression of the 1930s and World War II. President Franklin Roosevelt recognized the potential of radio to reach the American public, and during his four terms （1933-1945）, his radio fireside chats informed the nation on the progress of policies to counter the Depression and on developments d

23、uring World War II. After World War II, televisions visual images replaced the audio-only limitation of radio as the predominant entertainment and news vehicle. Radio adapted to the new situation by replacing entertainment programs with a format of music interspersed with news and features. In the 1

24、950s, automobile manufacturers began offering car radios as standard accessories, and radio received a big boost as Americans tuned in their car radios as they drove to and from work. The expansion and dominance of FM radio, which has better sound quality but a more limited range than traditional AM

25、, represented the major technical change in radio in the 1970s and 1980s. FM radio, aided by the invention of ever smaller portable radios and inexpensive Walkman headsets, dominates music programs, while AM has shifted to talk and news formats. Barely in existence 25 years ago, talk radio, in which

26、 celebrities and experts from various fields answer listener call-in questions and offer their advice on various topics, has grown spectacularly in recent years. It has contributed to the comeback of AM radio. Both FM and AM radio have become increasingly specialized. Music formats, for instance, co

27、mprise a variety of specializations - the top five in 1991 being country and western, adult contemporary,top 40,religious and oldies. In an era in which TV is clearly the glamour medium, the reach of radio is still awesome. Ninety-nine percent of American households in 1999 had at least one radio; t

28、he average is five per household. Every day, radio reaches 80 percent of the U.S. population at one time or another. Revenues more than doubled from $8.4 billion in 1990 to more than $17 billion in 1999. In 1998, the number of U.S. commercial radio stations had grown to 4,793 AM stations and 5,662 FM stations. In addition, there are 1,460 public radio stations in the United States. Most of