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COMM103: Introduction to Mass Media

Unit 3: Books   This unit is the first of nine that focuses on a single media industry; as a result, you will discover that each unit hereafter proceeds in a very similar manner.  For example, you will notice how the learning outcomes usually include similar objectives: learning the terminology, recognizing the historical milestones, understanding the relationships between the media and culture, comparing or contrasting formats or other categories that divide the industry by the nature of its products, identifying the leading products in the industry (bestsellers, top grossing films, long-running television shows, etc.), and examining the trends, issues, and future of the industry.  You may want to take advantage of the parallel way the units explore these media industries by taking notes in the form of a table or chart.  Instead of inserting your notes on separate sheets of paper or note cards, consider instead using a table with columns for each of the six common objectives and rows for each of the nine media industries.  Such a table would make studying for the final exam much more efficient and would also make comparing the media industries easier.
 
In terms of what you will encounter in this particular unit, the reality is that you will encounter a lot!  Books are one of the oldest forms of mass media and as a result, they have a lengthy and influential history and have played a significant role in the evolution of many cultures.  They also typify the nature of media industries in that book publishing offers many types of products that have influenced and been influenced by the cultures and economies in their environment.  Moreover, the book publishing industry is evolving as new technologies impact how books are produced and also how they are consumed.  Tracking the history of book publishing will illustrate to you for the first time in this course the similar way all media industries begin, spread, and change over the ages.

Unit 3 Time Advisory
This unit should take approximately 4.75 hours to complete.

☐    Subunit 3.1: 2.75 hours

☐    Subunit 3.2: 0.5 hours

☐    Subunit 3.3: 0.2 hours

☐    Subunit 3.4: 0.5 hours

☐    Subunit 3.5: 0.75 hours

Unit3 Learning Outcomes
Upon completion of this unit, the student will be able to: - Define, break into categories (when possible), and provide examples of the following with respect to the book publishing industry: copyright, public domain, fair use, blockbuster syndrome, print-on-demand, and self-publishing. - Identify significant social, political, economic, and technological milestones in the history of books and describe their impact on the industry. - Describe cultural traits that influenced the development of books and also when, why, and how books played a role in cultural developments. - Given the characteristics of a particular legal case involving copyright law, predict its outcome. - List and contrast some of the most successful writing styles, publication formats, and publications in the book industry in the nineteenth and twentieth century and beyond. - Compare and contrast the traits and book industry roles of hardcovers and paperbacks, including the two major formats of paperbacks. - Provide examples of how e-books, the blockbuster syndrome, book superstores, price wars, digital libraries, and new publishing techniques are changing today’s book industry.

3.1 History of Books   - Reading: Understanding Media and Culture: An Introduction to Mass Communication: “Chapter 3, Section 1: History of Books” Link: Understanding Media and Culture: An Introduction to Mass Communication“Chapter 3, Section 1: History of Books” (HTML)

 Instructions: Focus on understanding the terms used in the readings
and how they drive the review of this unit.  In addition, keep the
outcomes listed above in mind as you read so that you are not only
absorbing facts but also the examples, relationships, and theories
that will enable you to use the information you encounter in the
manner the outcomes describe.  Note that this reading will also
cover the material you need to know for subunits 3.1.1–3.1.5.  

 Reading these sections should take approximately 15 minutes. 
Completing the exercises associated with these sections may require
an additional 30 minutes.  

 Terms of Use: This text was adapted by The Saylor Foundation under
a [Creative Commons Attribution-NonCommercial-Share-Alike 3.0
License](http://creativecommons.org/licenses/by-nc-sa/3.0/) without
attribution as requested by the work’s original creator or licensee.
  • Lecture: Utah Valley State College: Phil Gordon’s COMM 1500: Introduction to Mass Communication: “Episode 08 – Book Publishing, Part 1, and Episode 09 – Book Publishing, Part 2” Link: Utah Valley State College: Phil Gordon’s COMM 1500: Introduction to Mass Communication“Episode 08 – Book Publishing, Part 1, and Episode 09 – Book Publishing, Part 2” (MP4)

    Instructions: Please watch both of these episodes by focusing on how the explanations and examples the program hosts and student guests provide supplement the textbook readings.  In particular, listen for content which relates to the unit outcomes and take notes accordingly, especially when someone uses a specific example to illustrate a point.  Moreover, if you are not as familiar with American media as the textbook assumes you are, you might benefit from listening carefully to the discussions and then writing down the names of media, media personalities, or media products with which you are unfamiliar.  When you’ve finished watching, use the Internet to research any unfamiliar references so that you will be prepared if those references appear in the final exam.

    Watching these lectures should take approximately 2 hours.

    Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

3.1.1 Ancient Books   Note: This subunit is covered by the reading assigned beneath subunit 3.1.  Please focus on using this material to develop a timeline of important developments so that in the future you will have an efficient way to study how this industry evolved.

3.1.2 Gutenberg’s Industry-Changing Invention   Note: This subunit is covered by the reading assigned beneath subunit 3.1.

3.1.3 Effects of the Mass Production of Books   Note: This subunit is covered by the reading assigned beneath subunit 3.1.

3.1.4 History of Document Control   Note: This subunit is covered by the reading assigned beneath subunit 3.1.

3.1.5 History of the Book Publishing Industry   Note: This subunit is covered by the reading assigned beneath subunit 3.1.

3.2 Books and the Development of U.S. Popular Culture   - Reading: Understanding Media and Culture: An Introduction to Mass Communication: “Chapter 3, Section 2: Books and the Development of U.S. Popular Culture” Link: Understanding Media and Culture: An Introduction to Mass Communication“Chapter 3, Section 2: Books and the Development of U.S. Popular Culture” (PDF)

 Instructions: Please focus on understanding the terms used in the
readings and how they drive the review of this unit.  In addition,
keep the outcomes listed above in mind as you read so that you are
not only absorbing facts but also the examples, relationships, and
theories that will enable you to use the information you encounter
in the manner the outcomes describe.  Note that this reading will
also cover the material you need to know for subunits 3.2.1–3.2.2.  

 Reading this section should take approximately 15 minutes. 
Completing the exercises associated with this section may require an
additional 15 minutes.  

 Terms of Use: This text was adapted by The Saylor Foundation under
a [Creative Commons Attribution-NonCommercial-Share-Alike 3.0
License](http://creativecommons.org/licenses/by-nc-sa/3.0/) without
attribution as requested by the work’s original creator or licensee.

3.2.1 Books in the 1800s – How Uncle Tom’s Cabin Helped Start a War   Note: This subunit is covered by the reading assigned beneath subunit 3.2.  Throughout your experience reading the textbook in this course, you will encounter media products, like a single book or a single television show, which had a profound effect on the media and/or on society in the United States.  Because the United States has been a leader in exporting media products, you may think that some of those products must have had profound effects on other cultures, too.  It would be valuable for you to consider that assumption more critically, however, so ask yourself as you are reading about influential U.S. publications whether they would or do have significance beyond the culture which produced them.

3.2.2 Twentieth Century and Beyond   Note: This subunit is covered by the reading assigned beneath subunit 3.2.

3.3 Major Book Formats   - Reading: Understanding Media and Culture: An Introduction to Mass Communication: “Chapter 3, Section 3: Major Book Formats” Link: Understanding Media and Culture: An Introduction to Mass Communication“Chapter 3, Section 3: Major Book Formats” (PDF)

 Instructions: Please focus on understanding the terms used in the
readings and how they drive the review of this unit.  In addition,
keep the outcomes listed above in mind as you read so that you are
not only absorbing facts but also the examples, relationships, and
theories that will enable you to use the information you encounter
in the manner the outcomes describe.  Note that this reading will
also cover the material you need to know for subunits 3.3.1–3.3.3.  

 Reading this section should take approximately 15 minutes.  

 Terms of Use: This text was adapted by The Saylor Foundation under
a [Creative Commons Attribution-NonCommercial-Share-Alike 3.0
License](http://creativecommons.org/licenses/by-nc-sa/3.0/) without
attribution as requested by the work’s original creator or licensee.

3.3.1 Hardcover   Note: This subunit is covered by the reading assigned beneath subunit 3.3.  You should focus on contrasting the characteristics of this format with the other formats presented in these subunits.

3.3.2 Paperback   Note: This subunit is covered by the reading assigned beneath subunit 3.3.

3.3.3 E-Books   Note: This subunit is covered by the reading assigned beneath subunit 3.3.

3.4 Current Publishing Trends   - Reading: Understanding Media and Culture: An Introduction to Mass Communication: “Chapter 3, Section 4: Current Publishing Trends” Link: Understanding Media and Culture: An Introduction to Mass Communication“Chapter 3, Section 4: Current Publishing Trends” (PDF)

 Instructions: Please focus on understanding the terms used in the
readings and how they drive the review of this unit.  In addition,
keep the outcomes listed above in mind as you read so that you are
not only absorbing facts but also the examples, relationships, and
theories that will enable you to use the information you encounter
in the manner the outcomes describe.  Note that this reading will
also cover the material you need to know for subunits 3.4.1–3.4.3.  

 Reading this section should take approximately 15 minutes. 
Completing the exercises associated with this section may require an
additional 15 minutes.  

 Terms of Use: This text was adapted by The Saylor Foundation under
a [Creative Commons Attribution-NonCommercial-Share-Alike 3.0
License](http://creativecommons.org/licenses/by-nc-sa/3.0/) without
attribution as requested by the work’s original creator or licensee.

3.4.1 Blockbuster Syndrome   Note: This subunit is covered by the reading assigned beneath subunit 3.4.  Recognize that the issues covered in this material are not the only ones facing the book publishing industry—and also that major issues tend to spawn others.  Have you encountered disturbing (or hopeful) developments related to some of these concerns?  Connecting what you are reading to what you have actually experienced is an effective way of retaining the information you have received.

3.4.2 Rise (and Fall?) of Book Superstores   Note: This subunit is covered by the reading assigned beneath subunit 3.4.

3.4.3 Price Wars   Note: This subunit is covered by the reading assigned beneath subunit 3.4.

3.5 The Influence of New Technology   - Reading: Understanding Media and Culture: An Introduction to Mass Communication: “Chapter 3, Section 5: The Influence of New Technology” Link: Understanding Media and Culture: An Introduction to Mass Communication“Chapter 3, Section 5: The Influence of New Technology” (PDF)

 Instructions: Focus on understanding the terms used in the readings
and how they drive the review of this unit.  In addition, keep the
outcomes listed above in mind as you read so that you are not only
absorbing facts but also the examples, relationships, and theories
that will enable you to use the information you encounter in the
manner the outcomes describe.  Note that this reading will also
cover the material you need to know for subunits 3.5.1–3.5.3.  

 Reading this section should take approximately 15 minutes. 
Completing the exercises, end-of-chapter assessment, critical
thinking questions, and career connection associated with this
section may require an additional 30 minutes.  

 Terms of Use: This text was adapted by The Saylor Foundation under
a [Creative Commons Attribution-NonCommercial-Share-Alike 3.0
License](http://creativecommons.org/licenses/by-nc-sa/3.0/) without
attribution as requested by the work’s original creator or licensee.

3.5.1 E-Books   Note: This subunit is covered by the reading assigned beneath subunit 3.5.  Realize as you read this material that the jury is still out on many new technologies.  Ask yourself where you think the technology covered in these sections will lead us.  What is the next step?  What do you hope will be the next development and why is that your hope?  Are there trends which you will not participate in?  Why?  Again, remember that the best way to absorb this material is by connecting it to your own life.

3.5.2 Digitizing Libraries   Note: This subunit is covered by the reading assigned beneath subunit 3.5.

3.5.3 Print-on-Demand and Self-Publishing   Note: This subunit is covered by the reading assigned beneath subunit 3.5.