Introduction to Mass Communication, Media Literacy and Culture by Stanley J. Baran

Chapter 3 Summary

Technological advances in printing and increases in literacy led to the flowering of the novel in the 1800s. The advent of the dime novel in 1860 led to even more widespread distribution. There are now several categories of books, including trade, professional, el-hi, higher ed, and mass market paperbacks.

Although publishing houses were traditionally small businesses, most books today are published by huge conglomerates. Of more than 20,000 companies that call themselves book publishers, only 2,000 produce four or more titles a year. At the same time, independent bookstores are increasingly giving way to chains. This combination of events leads to a blockbuster mentality, in which assured profits are top priority.

Although illiteracy is rare in America, aliteracy, unwillingness to read, is a serious issue for the medium. Theorists debate whether other forms of media can and will replace the role of books in our culture.

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