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Диплом  the influence of American Press on Mass consciousness

Содержание:

Introduction 3
Chapter I. From history of American press 5
1.1. Disturbing trends in journalism 5
1.2. Print technology 14
1.3. Magazines for the 21st century 17
1.4. The new world information order 19
Chapter II. The most famous American newspapers 23
2.1. The New York Times 23
2.2. USA TODAY 32
2.3. The Washington Post 35
2.4. The Washington Times 39
Chapter III. The role of Press in the Mass Culture 45
3.1. Mass Society and the Mass Culture 45
3.2. Famous events through a prism of press 49
Chapter IV. Advertising in Press 65
4.1. Intermedia advertising competition 65
4.2. Worldwide advertising 69
Conclusion 72
Bibliography 78
The list of advertising texts in Press 81


Introduction

American journalism itself has undergone a fundamental transformation in recent years, partly as a result of new technology and partly as a result of the changes in the society it has chosen to mirror. This is not surprising, since change itself is a hallmark of American culture. Whether it chooses to call itself an observer or not, the American news industry is a full-fledged participant in that culture, as well as in its country's democratic political system and its free-market economy.
Protected by government interference by a brief, 200-year-old clause in the American constitution, the press has emerged as the self-appointed monitor of official life, recorder of public events, and even unofficial arbiter of public behavior. The U.S. news industry is also a very big business. Daily newspapers alone generate some $32 billion in advertising revenue a year. Magazines - and there are more than 11,000 of them -- circulate more copies than there are Americans to read them. Every household has at least three radios, and more than 95 percent own televisions.
Needless to say, the press was not always such a mass medium. The American press started in the 18th century as a small instrument of the literate elite and an unapologetic participant in partisan politics. It was a pamphleteering press, operated by colonial postmasters and opinionated printers. It was not for at least another century that the American press had transformed itself into a fairly nonideological communications instrument, in step with the desires, dynamism, and diversity of the country itself.
But change notwithstanding, the American press has maintained two fundamental constants over the past two centuries: (1) its independence from government, and (2) its reliance on public acceptance - if not approval - for its financial survival.
Today, the press is better known as the media - the plural for "medium" (or means of conveyance) and a reflection of its many components in the electronic age. For it is no longer the written word but sight and sound that dominate the communications industry.
Nearly every American town of any size (10,000 population or more) still has its own newspaper and access to a metropolitan daily as well.
The story of the American press is a complex one, reflecting the pluralism of the country itself. A favored description is diversity. Nevertheless, there are some common threads that bind the media in the United States. Here are some of the most important of its common traits:
• The American news industry is a business.
• The industry views itself as a public trust.
• The news industry is largely unregulated.
• There is no uniform definition of news.
• The mainstream press is generally nonideological.
• America's press tradition is community based.
The aim of this work is to analyze the influence of American Press on Mass consciousness.
The given aim predetermines the concrete tasks of the research:
- to describe the history of American press;
- to consider the most famous American newspapers;
- to investigate the role of Press in the Mass Culture;
- to consider advertising in Press.
The work consists of introduction, four chapters, a conclusion and the list of used literature.

Диплом  the influence of American Press on Mass consciousness