Baran6e ch03 for 8th ed.(1)
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Baran6e ch03 for 8th ed.(1) Presentation Transcript

  • 1. Introdu Introduction to Mass Communication: Media Literacy and Culture 8th edition Stanley J. Baran Chapter 3 Books 1 © 2010 The McGraw-Hill Companies, Inc. All rights reserved.
  • 2. Books  The role of books in the country’s development  Importance of books  Economics and structure of the book industry  Media literacy issues 2 © 2010 The McGraw-Hill Companies, Inc. All rights reserved.
  • 3. Books  What’s your favorite book??? WHY? 3 © 2010 The McGraw-Hill Companies, Inc. All rights reserved.
  • 4. A Short History of Books  Books in Colonial North America  Settlers were poor and illiterate  1638: First printing press arrived  Printing was under control of the British Crown (no secular texts; no criticism of government) 4 © 2010 The McGraw-Hill Companies, Inc. All rights reserved.
  • 5. A Short History of Books  Some early books  1638: Poor Richard’s Almanack by Ben Franklin  1644: The Whole Booke of Psalms: The FIRST BOOK!!!  1740: Pamela by Samuel Richardson: The FIRST NOVEL!!! 5 © 2010 The McGraw-Hill Companies, Inc. All rights reserved.
  • 6. A Short History of Books  1765: Printers revolt after passage of Stamp Act  Act was designed to control expression in the increasingly restless colonies.  By the mid-1770s antiBritish sentiment had reached its climax.  Pamphlets motivated and coalesced political dissent, challenging British right to govern the colonies. (e.g., Thomas Paine’s Common Sense) 6 © 2010 The McGraw-Hill Companies, Inc. All rights reserved.
  • 7. A Short History of Books  After the War, printing became central to cultural life in major cities.  Printers/bookshops were connected to coffeehouses and taverns (pre-Barnes & Noble).  Books were still expensive, often costing the equivalent of a working person’s weekly pay.  Literacy a luxury  Literacy rate grew (now, US literacy at 95%). 7 © 2010 The McGraw-Hill Companies, Inc. All rights reserved.
  • 8. A Short History of Books  The Flowering of the Novel  1884: linotype machine (set type mechanically)  Approx. 1875: Offset lithography made it possible to print from photographic plates. 8 © 2010 The McGraw-Hill Companies, Inc. All rights reserved.
  • 9. A Short History of Books  The Flowering of the Novel  Lower cost printing combined with literacy=novel  1860: Irwin and Erastus Beadle began publishing dime novels/pulp novels.  By 1865 Beadle and company produced over 4 million volumes; made books a mass medium. 9 © 2010 The McGraw-Hill Companies, Inc. All rights reserved.
  • 10. A Short History of Books  The Coming of Paperback Books First pub. in 1952   Began as a paperback 1935: Allen Lane founded Penguin Books and invented the paperback. Today more than 60% of all books sold are paperbacks. 10 © 2010 The McGraw-Hill Companies, Inc. All rights reserved.
  • 11. Books and Their Audiences The Book Industry    3 million titles (trad. & non. trad.) published in North America each year Readers buy 3 billion books Generate $33 billion in sales but book sales have FALLEN (while the cost of books has gone up). Books are the least “mass” medium…titles can be targeted towards broad or narrow audiences. New and innovative ideas are likely to appear in books. 11 © 2010 The McGraw-Hill Companies, Inc. All rights reserved.
  • 12. Why are books so important, anyway? What lessons was Mr. Bradbury giving us with this book?  Would our lives be any different if books ceased to exist?  If yes, how so?  If not, why not? 12 © 2010 The McGraw-Hill Companies, Inc. All rights reserved.
  • 13. Books and Their Audiences  The Cultural Value of the Book  Books are:    Agents of social and cultural change Important cultural repository Windows on the past 13 © 2010 The McGraw-Hill Companies, Inc. All rights reserved.
  • 14. Books and Their Audiences  The Cultural Value of the Book  Books are:  Important sources of personal development 14 © 2010 The McGraw-Hill Companies, Inc. All rights reserved.
  • 15. Books and Their Audiences  The Cultural Value of the Book  Books are:    Good sources of entertainment, escape, and personal reflection More individual, personal activity than consuming advertiser supported media Mirrors of culture 15 © 2010 The McGraw-Hill Companies, Inc. All rights reserved.
  • 16. Books and Their Audiences  Censorship  Books are targeted because of their influence as cultural repositories and agents of social change.  If a book is dangerous, should it be banned?  Is there such a thing as a “dangerous book”? (we’ll see…)  Book publishers’ obligations demand they resist censorship.  Can you make any pro-censorship arguments? (Here are some reasons WHY people censor…) 16 © 2010 The McGraw-Hill Companies, Inc. All rights reserved.
  • 17. Books and Their Audiences  According to the American Library Association, among the library and school books most targeted by modern censors in the U.S. (20002009) are:  Harry Potter Series The Adventures of Huckleberry Finn To Kill a Mockingbird Of Mice and Men The Color Purple The Goosebumps series  In the Night Kitchen Are any of YOUR faves on here???      17 © 2010 The McGraw-Hill Companies, Inc. All rights reserved.
  • 18. Books and Their Audiences • According to the American Library Association, between 1990 and 2010, more than 10,000 books were banned because: 18 © 2010 The McGraw-Hill Companies, Inc. All rights reserved.
  • 19. (Developing Media Literacy Skills)  The Lessons of Harry Potter  Why does it resonate with young people?  Why does it appeal to those of all ages?  The success of this wellwritten content contrasts with what critics contend is a steady decline in quality in other media (i.e., reality TV). 19 © 2010 The McGraw-Hill Companies, Inc. All rights reserved.
  • 20. Books and Their Audiences • Aliteracy as Self-censorship  What happens when we refuse to read?  How much do you read?  The National Endowment for the Arts released a summary of many studies that investigate all types of reading, even online.  In summary, we learn how to read, but we read less during adolescence, which can have negative effects on our school work, getting a job, and participating in culture. 20 © 2010 The McGraw-Hill Companies, Inc. All rights reserved.
  • 21. So, one more time, why are books so important??? 21 © 2010 The McGraw-Hill Companies, Inc. All rights reserved.
  • 22. Scope and Structure of the Book Industry • Categories of Books  Book club editions  El-hi (textbooks for elementary and high schools)  Higher education (college and universities)  Mail order books  Mass market paperbacks  Professional books 22 © 2010 The McGraw-Hill Companies, Inc. All rights reserved.
  • 23. Scope and Structure of the Book Industry Categories of Books  Religious books  Standardized tests  Subscription reference books 23 © 2010 The McGraw-Hill Companies, Inc. All rights reserved.
  • 24. Scope and Structure of the Book Industry Categories of Books  Trade books  University press 24 © 2010 The McGraw-Hill Companies, Inc. All rights reserved.
  • 25. Trends and Convergence in Book Publishing  Convergence  E-publishing  Helps with the issue of inventory  E-books     Account fo 10% of trad. publishes’ sales Good outlet for first-time authors Has a financial advantage over traditional publishing  Writers get 4070% of royalties  Enjoy those free e-books!!! Print on demand (POD)  No remainders! 25 © 2010 The McGraw-Hill Companies, Inc. All rights reserved.
  • 26. Trends and Convergence in Book Publishing  Smartphones, Tablets, and e-readers  e-readers  iBook, The Nook, The Kindle  In 2011, almost 1/3 Americans had an e-reader or tablet  Hundreds of thousands of books are available for platform agnostic publishing 26 © 2010 The McGraw-Hill Companies, Inc. All rights reserved.
  • 27. Trends and Convergence in Book Publishing  Conglomeration  cottage industry  Today, industry dominated by a few giants which are divisions of national or international conglomerates.  e.g., Time Warner Publishing (bought by the Hachette group, the second largest pub. in the world), HarperCollins (part of News Corp), Simon & Schuster (CBS Corporation). 27 © 2010 The McGraw-Hill Companies, Inc. All rights reserved.
  • 28. Trends and Convergence in Book Publishing  Demands for Profits and Hypercommercialism  Now, the parent company expects profitability at all costs.   Focus on brand name authors and a bestseller-driven system of high royalty advances. What happens to the little guy? subsidiary rights  synergy 28 © 2010 The McGraw-Hill Companies, Inc. All rights reserved.
  • 29. Trends and Convergence in Book Publishing  Demands for Profits and Hypercommercialism  Instant books   Paid Product Placement   Lack true substance Does the quality of work suffer? Hollywoodization  Only books that have such potential will receive publishing deals 29 © 2010 The McGraw-Hill Companies, Inc. All rights reserved.
  • 30. Trends and Convergence in Book Publishing  Growth of Small Presses  Over commercialization of book industry mitigated somewhat by rise of smaller publishing houses.  Focus on narrow target markets (e.g., environment, GLBT issues) From Mother Courage Press, (Mother Courage, 1989) Click me!  Restructuring of Book Retailing  The number of bookstores in the U.S. is dwindling.  Independent bookstores can offer personalized attention. (e.g., Religious specializations )  Another alternative is buying books online.  Amazon, Bigwords, etc. 30 © 2010 The McGraw-Hill Companies, Inc. All rights reserved.
  • 31. Developing Media Literacy Skills  The Lessons of Harry Potter  Why does it resonate with young people?  Why does it appeal to those of all ages?  The success of this wellwritten content contrasts with what critics contend is a steady decline in quality in other media (i.e., reality TV). 31 © 2010 The McGraw-Hill Companies, Inc. All rights reserved.