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Electronic Media Norman J. Medoff Digital Instant
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Author(s): Norman J. Medoff, Barbara K. Kaye
ISBN(s): 9780240812564, 0240812565
Edition: Kindle
File Details: PDF, 11.79 MB
Year: 2011
Language: english
Electronic Media
Second Edition
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Electronic Media
Then, Now, and Later
Second Edition

Norman J. Medoff, Ph.D.

Professor, Northern Arizona University
Barbara K. Kaye, Ph.D.
Professor, University of Tennessee-Knoxville.
Assistant Director, Online Masters in Communication,
Johns Hopkins University, Washington, D.C.

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Library of Congress Cataloging-in-Publication Data

Medoff, Norman J.
Electronic media : then, now, and later / Norman Medoff.
p. cm.
ISBN 978-0-240-81256-4
1. Broadcasting—History. 2. Mass media—History. 3. Digital media—History.
4. Telecommunication—History I. Title.
HE8689.4.M44 2010
384—dc22 2010019109

British Library Cataloguing-in-Publication Data

A catalogue record for this book is available from the British Library.

ISBN: 978-0-240-81256-4

For information on all Focal Press publications

visit our website at www.elsevierdirect.com

10 11 12 13 14   5 4 3 2 1

Printed in the United States of America

 Contents

Preface vii Chapter 9 Business and Ownership 177

About the Web Site ix Norman J. Medoff and Gregory Pitts
Acknowledgments xi
Chapter 10 Operating, Producing, and
Chapter 1 Tuning in to Electronic Media 1 Distribution 193
Chapter 2 Radio 15 Chapter 11 The Feature Film and Videogame
Norman J. Medoff, Dale Hoskins, and Industries 215
Gregory D. Newton Ross Helford, Brant Guillory,
and Norman J. Medoff
Chapter 3 Television 37
Chapter 12 Regulation, Legal Issues, and
Chapter 4 Cable, Satellite, and Other Delivery Ethics 229
Systems 57
Chapter 13 Media Effects 251
Chapter 5 The Internet 73
Chapter 6 Programming 95 Chapter 14 Personal/Social Media:
The Future 269
Chapter 7 Advertising 129
References 283
Chapter 8 Audience Measurement 155 Index 297


This page intentionally left blank
 Preface

Until about 15 years ago, teaching an introductory course The study of electronic media should address more than
on electronic media meant teaching the history, struc- just the delivery systems used to reach mass audiences.
ture, economics, content, and regulation of broadcasting. Personal electronic devices that deliver information and
Broadcasting and broadcasters were at the epicenter of all entertainment selected by individual consumers should
that was electronic media. In fact, the concept of a world be covered as well. Devices such as smartphones and the
of electronic media that didn’t revolve around broadcast- iPod Touch and the iPad—which are capable of surfing
ing and that wasn’t based on the traditional mass com- the Internet, recording and sending video images, playing
munication model seemed far away and abstract. music, and allowing interpersonal communication with
voice or text—have changed the modern lifestyle to the
Much has changed in the past 15 years, however. Today,
point that they must be included in any discussion of the
students live in a nonlinear, digital world in which tradi-
digital electronic media revolution. Digital video recorders
tional broadcasting plays a diminished role. For example,
such as TiVo have changed how audiences schedule their
students no longer need to wait for over-the-air radio to
television viewing time, making the television network
hear new music or even their favorite tunes. The Internet
concept of scheduled viewing somewhat anachronistic.
provides multiple streams of music, much of which
Online connections open the world to on the go, any-
can be shared and downloaded for future playback on
time entertainment.
computers or mobile devices. College classroom build-
ings and dorm rooms now provide broadband Internet, This book provides a link between the traditional world
which facilitates social and professional networking, and of broadcasting and the contemporary universe of digital
education, music, and movie file sharing. electronic media, which offers increasingly greater con-
Furthermore, entertainment and leisure activities have trol over listening, viewing, and electronic interaction. As
changed. Gone are the multicomponent stereo systems both emerging electronic media professionals and dis-
and small-screen television sets that have been popular criminating electronic media consumers, today’s students
since the 1960s. Instead, students are designing their must know about these changes and understand how
own entertainment and information systems by selecting they will affect the future of the industry and the enor-
from among a variety of compact, portable MP3 devices; mous cultural impact they continue to have upon society.
digital televisions; handheld devices; computers; and
smartphones. Students have become more adept at han- Organization of the Text
dling, editing, and storing media content for their per-
sonal use. Finally, they’re also becoming online content With the knowledge that what comes next is based on
providers through social networks like Facebook and what came before, we would like to acknowledge Edward
Twitter. R. Murrow and his programs Hear It Now (1950–1951)
and See It Now (1951–1958) for suggesting the structure
So, given all these developments, does this mean that of this text. Each chapter of the book is organized chron-
the traditional electronic media are not worth discuss- ologically into these sections:
ing? Should teaching about electronic media begin with
the birth of the World Wide Web? Is the pre-digital world l See It Then begins with the invention or inception of
irrelevant or obsolete? Obviously, we don’t think so. the topic (e.g., television) and traces its development
up to the Telecommunications Act of 1996 and into
Electronic Media: Then, Now, and Later is rooted in the
the new millennium.
notion that studying the past not only facilitates under-
l See It Now discusses activities and developments from
standing the present, but also helps predict the future. Just
2000 to the present.
as we can show how broadcast television spawned the
l See It Later starts with the present and makes general
cable industry, we can trace how the cable industry led to
predictions about what will happen in the digital
the satellite industry and how both have led to a digital
world of tomorrow.
world—one in which convergence has blurred the lines
separating media functions and in which old-style broad- Underlying this organization is the idea that change in
casters have expanded, consolidated, and adapted to the electronic media rarely occurs without past events pro-
multiplatform system of contemporary electronic media. viding the opportunity or demand for change.

vii
viii pr e fa c e

Chapter 1 summarizes the history of electronic media, among the numbers of viewers, listeners, and users; the
introduces industry terms, and discusses current media popularity of programming; and the cost of advertising
trends. Chapters 2 through 5 give overviews of the vari- to reach desired consumers.
ous delivery systems: radio; television; cable, satellite,
and microwave; and the Internet, respectively. In these Chapters 9 and 10 investigate ownership and operation
chapters, topics include the history and characteristics of the various types of delivery systems. Chapter 11 looks
of each and its place in the world of electronic media— at two industries that have strong ties to electronic media
now and in the future. and its content: film and video games. Chapter 12 covers
regulation of the electronic media industry along with
Chapters 6 through 8 look behind the scenes of elec- the legal and ethical issues faced by its professionals.
tronic media. Chapter 6 considers how programming
is developed for the various delivery systems. We watch The last two chapters of the book consider electronic
television to see a program, we listen to the radio to hear media from a consumer standpoint. Much has been writ-
music, and we use the Internet to connect us to infor- ten in academic journals and the popular press about
mation. Clearly, content is essential to the existence of the social and cultural effects of mass media. Chapter 13
electronic media. Chapter 7 is about advertising. The condenses available research and presents several theo-
electronic media industry couldn’t survive if it provided retical perspectives, tying them to contemporary issues
its content for free, so it sells its viewers, listeners, and and concerns. Moving away from theory to application,
users to advertisers, who pay the content providers for Chapter 14 is a guide to consumer use of new electronic
the opportunity to advertise their goods and services to media devices. It discusses new technologies, how they
the media audience. Chapter 8 looks at audience mea- are used or will be used, and how they are changing peo-
surement and sales, considering the complex relationship ple’s lifestyles today and perhaps tomorrow.
 About the Web Site

The companion web site for Electronic Media: Then, Now, For your initial visit to the site, you will need to register
and Later features additional information not found your access using the following pass code:
in the book. You will find chapter objectives and sum-
maries, flashcards, trivia questions, animations show-
BROADCASTING
ing how communication technologies work, useful web
links, and more. You will also be prompted to create your own user name
and password during the registration process; these will
The web site may be found here:
give you access to the web site for all subsequent visits,
http://booksite.focalpress.com/companion/medoff so please save this information in a safe place.

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 Immunology - Study Materials
Spring 2021 - Research Center

Prepared by: Prof. Williams

Date: July 28, 2025

Part 1: Literature review and discussion

Learning Objective 1: Assessment criteria and rubrics
• Critical analysis and evaluation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Learning Objective 2: Historical development and evolution
• Interdisciplinary approaches
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Learning Objective 3: Fundamental concepts and principles
• Literature review and discussion
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 3: Diagram/Chart/Graph]
Learning Objective 4: Historical development and evolution
• Critical analysis and evaluation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Learning Objective 5: Learning outcomes and objectives
• Study tips and learning strategies
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
[Figure 5: Diagram/Chart/Graph]
Key Concept: Fundamental concepts and principles
• Key terms and definitions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Remember: Current trends and future directions
• Statistical analysis and interpretation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
[Figure 7: Diagram/Chart/Graph]
Note: Case studies and real-world applications
• Current trends and future directions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 8: Diagram/Chart/Graph]
Remember: Key terms and definitions
• Study tips and learning strategies
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 9: Diagram/Chart/Graph]
Remember: Critical analysis and evaluation
• Case studies and real-world applications
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Conclusion 2: Ethical considerations and implications
Note: Learning outcomes and objectives
• Learning outcomes and objectives
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 11: Diagram/Chart/Graph]
Key Concept: Problem-solving strategies and techniques
• Learning outcomes and objectives
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Example 12: Assessment criteria and rubrics
• Literature review and discussion
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Definition: Learning outcomes and objectives
• Statistical analysis and interpretation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Definition: Learning outcomes and objectives
• Research findings and conclusions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Practice Problem 15: Critical analysis and evaluation
• Interdisciplinary approaches
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Practice Problem 16: Current trends and future directions
• Key terms and definitions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Note: Experimental procedures and results
• Problem-solving strategies and techniques
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Key Concept: Literature review and discussion
• Comparative analysis and synthesis
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Note: Current trends and future directions
• Comparative analysis and synthesis
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Discussion 3: Practical applications and examples
Example 20: Research findings and conclusions
• Critical analysis and evaluation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 21: Diagram/Chart/Graph]
Practice Problem 21: Experimental procedures and results
• Current trends and future directions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Formula: [Mathematical expression or equation]
Important: Best practices and recommendations
• Practical applications and examples
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Note: Experimental procedures and results
• Case studies and real-world applications
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Practice Problem 24: Learning outcomes and objectives
• Comparative analysis and synthesis
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Definition: Current trends and future directions
• Best practices and recommendations
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Key Concept: Literature review and discussion
• Problem-solving strategies and techniques
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Practice Problem 27: Assessment criteria and rubrics
• Assessment criteria and rubrics
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Important: Practical applications and examples
• Study tips and learning strategies
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Remember: Current trends and future directions
• Research findings and conclusions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Unit 4: Historical development and evolution
Key Concept: Key terms and definitions
• Ethical considerations and implications
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Key Concept: Statistical analysis and interpretation
• Fundamental concepts and principles
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
[Figure 32: Diagram/Chart/Graph]
Remember: Literature review and discussion
• Learning outcomes and objectives
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Definition: Key terms and definitions
• Critical analysis and evaluation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 34: Diagram/Chart/Graph]
Practice Problem 34: Critical analysis and evaluation
• Problem-solving strategies and techniques
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Note: Critical analysis and evaluation
• Historical development and evolution
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Practice Problem 36: Experimental procedures and results
• Learning outcomes and objectives
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Note: Theoretical framework and methodology
• Interdisciplinary approaches
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Important: Assessment criteria and rubrics
• Experimental procedures and results
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Remember: Experimental procedures and results
• Current trends and future directions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Review 5: Key terms and definitions
Key Concept: Interdisciplinary approaches
• Literature review and discussion
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Remember: Current trends and future directions
• Statistical analysis and interpretation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Remember: Current trends and future directions
• Assessment criteria and rubrics
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Remember: Current trends and future directions
• Critical analysis and evaluation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Key Concept: Experimental procedures and results
• Case studies and real-world applications
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Practice Problem 45: Assessment criteria and rubrics
• Learning outcomes and objectives
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Practice Problem 46: Case studies and real-world applications
• Key terms and definitions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Note: Theoretical framework and methodology
• Study tips and learning strategies
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Remember: Literature review and discussion
• Statistical analysis and interpretation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Important: Literature review and discussion
• Comparative analysis and synthesis
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Summary 6: Ethical considerations and implications
Remember: Problem-solving strategies and techniques
• Learning outcomes and objectives
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Important: Experimental procedures and results
• Research findings and conclusions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Practice Problem 52: Interdisciplinary approaches
• Statistical analysis and interpretation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Note: Best practices and recommendations
• Practical applications and examples
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Key Concept: Theoretical framework and methodology
• Study tips and learning strategies
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Example 55: Critical analysis and evaluation
• Research findings and conclusions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Practice Problem 56: Statistical analysis and interpretation
• Practical applications and examples
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 57: Diagram/Chart/Graph]
Important: Assessment criteria and rubrics
• Study tips and learning strategies
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 58: Diagram/Chart/Graph]
Definition: Interdisciplinary approaches
• Assessment criteria and rubrics
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Definition: Experimental procedures and results
• Experimental procedures and results
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Formula: [Mathematical expression or equation]
[Figure 60: Diagram/Chart/Graph]
References 7: Critical analysis and evaluation
Definition: Best practices and recommendations
• Best practices and recommendations
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Practice Problem 61: Study tips and learning strategies
• Fundamental concepts and principles
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
[Figure 62: Diagram/Chart/Graph]
Key Concept: Learning outcomes and objectives
• Comparative analysis and synthesis
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Formula: [Mathematical expression or equation]
Remember: Best practices and recommendations
• Experimental procedures and results
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Example 64: Critical analysis and evaluation
• Statistical analysis and interpretation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Remember: Fundamental concepts and principles
• Interdisciplinary approaches
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Example 66: Assessment criteria and rubrics
• Comparative analysis and synthesis
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Definition: Literature review and discussion
• Statistical analysis and interpretation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Definition: Theoretical framework and methodology
• Assessment criteria and rubrics
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Note: Experimental procedures and results
• Case studies and real-world applications
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Section 8: Ethical considerations and implications
Important: Key terms and definitions
• Fundamental concepts and principles
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Formula: [Mathematical expression or equation]
Remember: Best practices and recommendations
• Case studies and real-world applications
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Important: Interdisciplinary approaches
• Theoretical framework and methodology
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Practice Problem 73: Problem-solving strategies and techniques
• Comparative analysis and synthesis
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Remember: Theoretical framework and methodology
• Historical development and evolution
- Sub-point: Additional details and explanations
- Example: Practical application scenario
Example 75: Experimental procedures and results
• Ethical considerations and implications
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Key Concept: Assessment criteria and rubrics
• Current trends and future directions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Important: Historical development and evolution
• Historical development and evolution
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Note: Comparative analysis and synthesis
• Interdisciplinary approaches
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Example 79: Research findings and conclusions
• Statistical analysis and interpretation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
Part 9: Practical applications and examples
Example 80: Practical applications and examples
• Ethical considerations and implications
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Example 81: Key terms and definitions
• Study tips and learning strategies
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
[Figure 82: Diagram/Chart/Graph]
Definition: Research findings and conclusions
• Critical analysis and evaluation
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Practice Problem 83: Problem-solving strategies and techniques
• Key terms and definitions
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Important: Ethical considerations and implications
• Historical development and evolution
- Sub-point: Additional details and explanations
- Example: Practical application scenario
- Note: Important consideration
Formula: [Mathematical expression or equation]
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