Now in its Seventh Edition, Writing for the Mass Media remains one of the clearest and most effective introductions to media writing on the market. Offering clear writing, simple organization, abundant exercises, and precise examples, this book provides readers information about media writing and opportunities to develop their skills as professional writers. Using a text-workbook format, it introduces and explains the major forms of media writing-inverted pyramid and other story structures for print, emerging forms for the Web, dramatic unity for broadcast, copy platforms for advertising, and the various writing structures required for public relations. The basic and practical approach of Writing for the Mass Media makes it an excellent book for the introductory level writer.
Auflage
Sprache
Verlagsort
Verlagsgruppe
Zielgruppe
Für höhere Schule und Studium
Maße
Höhe: 276 mm
Breite: 216 mm
Gewicht
ISBN-13
978-0-205-62784-4 (9780205627844)
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Schweitzer Klassifikation
Table of Contents
Preface xi
Chapter 1: Sit Down and Write
What is Good Writing?
Getting Ready to Write
Basic Techniques
Writing for the Mass Media
Professionalism
The Changing Media Environment
And Finally . . .
Chapter 3: Basic Tools of Writing
Grammar
Sentences
Parts of Speech
Common Grammar Problems
Punctuation
Spelling
Computer Aids
Words, Words, Words
Writing With Clarity
Chapter 4: Style and the Stylebook
Accuracy
Clarity
Brevity
Journalistic Conventions
Journalistic Style
Stylebooks
The Associated Press Stylebook
Language Sensitivity
Conclusion
Chapter 5: Writing in the Media Environment
The News Culture
Elements of News
The Importance of Accuracy
Deadlines
Ethical Behavior
The Reporting Method
Sources of Information
Personal sources
Interviewing
Observation
Stores Sources of Information
Writing by Example
Chapter 6: Basic News Writing I
The Inverted Pyramid
The Lead Paragraph
Developing the Story
Using Quotations
Characteristics of News Stories
Transitions
Attribution
Short Sentences, Short Paragraphs
Third Person
An Attitude for Accuracy
Chapter 7: Basic News Writing II
Other Story Structures
Types of News Stories
Editing and Rewriting
Writing Feature Stories
Characteristics of Feature Writing
Parts of a Feature Story
The Challenge of Writing
Chapter 8: Writing for the Web I
Characteristics of the Web
Writing Characteristics and Techniques
Forms of Writing
Microcontent
Weblogs
A Full Arsenal
Chapter 9: Writing for the Web II
Journalism Expanded and Accelerated
Demands of the Audience
Characteristics of Web Writing
Backpack Journalism
Lateral Reporting
Web Packages
Wanted for the Web: Writers and Editors
Chapter 10: Writing for Broadcast by Mark Harmon
Broadcast Style
Broadcast Copy Preparation
Television News Story Formats
Television News Story Scripts
Putting Together a Newscast
Conclusion
Chapter 11: Writing Advertising Copy
A Love-Hate Relationship
The Field of Advertising
Beginning the Process: Needs and Appeals
The Audience
The Product
The Advertising Situation
Copy Platforms
Writing the Ad
Elements of a Print Ad
Writing Advertising for Broadcast
Web Advertising
Other Media
Conclusion
Chapter 12: Writing for Public Relations
The Public Relations Process
An Organization's "Publics"
The Work of the PR Practitioner
Characteristics of the PR Practitioner
Writing News Releases
Video News Releases
Letters
Company Publications
Oral Presentations
Conclusion
Chapter 13: The Writer and the Law by Matthew Bunker
The First Amendment
Defamation
The Plaintiff's Case
Affirmative Defenses
Privacy
Copyright and Trademark
Advertising
Broadcast Regulation
Conclusion
Appendix A Copy-Editing Symbols
Appendix B Grammar and Diagnostic Exams
Appendix C Problem Words and Phrases
Appendix D Advertising Copy Sheets
Glossary
Index
