tailieunhanh - Lecture The dynamics of mass communication: Media in the digital age (10/e): Chapter 6 - Joseph R. Dominick

Chapter 6 - Books. In this chapter, you will learn: understand that books are the oldest form of mass communications, recognize the factors that led to the commercialization of book publishing, explain how the digital revolution may change the underlying structure of the book industry, identify the main parts of the book industry, understand the -economics that support the book industry. | Books Chapter 6 © 2009, The McGraw-Hill Companies, Inc. All rights reserved. CHAPTER OUTLINE History Books in the Digital Age Defining Features of Books Organization of the Book Industry Ownership in the Book Industry Producing the Book Economics Feedback HISTORY Early books were hand-written and lavishly decorated, often by monks Gutenberg printed his first book in about 1455. King Henry VIII saw the political potential and required printers to have government approval Colonial America Early printers were often their own writers and publishers Religious and sentimental themes dominated Political pamphlets became popular around the time of the Revolution The Penny Press Era Changing print technology and increased literacy Public education, penny papers, increase in libraries Uncle Tom’s Cabin The Paperback Boom Civil War soldiers “Dime novels” Pirated editions of European best sellers The Early 20th Century Move toward commercialization Media conglomerates Authors represented by agents Increased attention to profit Mass audiences and mass marketing tools Postwar Books: Paperbacks and Consolidation Low-priced (25 cents) paperback books Subject matter and writing quality varied widely New audience exposed to paperbacks More leisure time More disposable income Renewed interest in education Consolidation brought more financial and management resources to industry The Contemporary Book Industry Consolidation continues The Internet changed how books were sold More outlets are selling books Publishers cautiously exploring digital developments Content of modern books varied BOOKS IN THE DIGITAL AGE The digital revolution has not yet revolutionized the book industry. Introduction of the e-book – technical problems and limited availability of titles e-books have the potential to reshape the industry Printing on Demand Less radical than e-books Select the title you want, and it is printed for you. Could result in more special interest | Books Chapter 6 © 2009, The McGraw-Hill Companies, Inc. All rights reserved. CHAPTER OUTLINE History Books in the Digital Age Defining Features of Books Organization of the Book Industry Ownership in the Book Industry Producing the Book Economics Feedback HISTORY Early books were hand-written and lavishly decorated, often by monks Gutenberg printed his first book in about 1455. King Henry VIII saw the political potential and required printers to have government approval Colonial America Early printers were often their own writers and publishers Religious and sentimental themes dominated Political pamphlets became popular around the time of the Revolution The Penny Press Era Changing print technology and increased literacy Public education, penny papers, increase in libraries Uncle Tom’s Cabin The Paperback Boom Civil War soldiers “Dime novels” Pirated editions of European best sellers The Early 20th Century Move toward commercialization Media conglomerates .