Annenberg School For Communication
University of Pennsylvania
Philadelphia, PA 19104
(215) 898 5842
Ph.D. 1976 University of Pennsylvania (in Communications)
M.A. 1973 The Annenberg School of Communications
University of Pennsylvania
B.A. 1971 The University of Pennsylvania (in English)
1998-present Robert Lewis Shayon Professor of Communication (Term Chair)
1990-present Professor, University of Pennsylvania
1986-1990 Associate Professor, University of Pennsylvania
1981-1986 Associate Professor, Purdue University
1985 Visiting Associate Professor (Summer) UCLA
1976-1981 Assistant Professor, Purdue University
1980 Visiting Assistant Professor (Summer) UCLA
1974 & 1975 Summer Lecturer, Drexel University (Philadelphia)
1972-1974 Graduate Teaching and Research Assistantships
Awards and Honors
- Invited to be a Chancellors Distinguished Lecturer, Louisiana State University,
- Awarded a grant from the Robert Wood Johnson Foundation (with Arthur Caplan of the
Penn Bioethics Center) for a content analysis of press treatment of end of life issues,
- Awarded a major grant from the Annenberg Public Policy Center for a multi-faceted
study of the family and the Internet, 1998-99.
- With Professors Kathleen Hall Jamieson and Joseph Cappella, awarded a major grant
from the Ford foundation for research on the content, consequences and print-media
coverage of political talk radio, 1996.
- Appointed to the National Endowment for Childrens Educational Television of the
US Department of Commerce, 1995-1997.
-Awarded a National Endowment for the Humanities Summer Stipend, Senior Division, 1994.
-Elected to chair the Mass Communication Division of the International Communication
-Invited to teach a "master's session" at the 1991 annual International
Communication Association Conference
-Appointed as a Commonwealth Speaker for 1991 by the Pennsylvania Humanities Council
-Awarded competitively selected research grant from the University of Pennsylvania
Research Foundation, 1988-1989
-Appointed as a Commonwealth Speaker for 1989 by the Pennsylvania Humanities Council
-Appointed to the National Endowment for the Humanities Summer Stipend Advisory
-Awarded a National Endowment for the Humanities Summer Stipend, Senior Division, 1986
-Top Three Mass Communication Division Paper, Mass Communication, 1977 and 1984 Speech
Communication Association Conferences
-Top Ten Mass Communication Division Paper, 1981, 1983, and 1984 International
Communication Association Conferences
-Authored a book designated "Book of the Month" by COMMUNICATION BOOKNOTES
-Recipient of the Russel Nye Award of the Popular Culture Association for the best
article in the JOURNAL OF POPULAR CULTURE, 1982-83.
-Departmental Best Teaching Award, 1981 and 1983
-Dissertation Research Scholarship, 1975-1976
-University (work-free) fellowship, 1974-1975
-Full tuition scholarship, throughout graduate career
-Research and Teaching Assistantships, 1972-1974
-Dean's List With Distinction
-Phi Beta Kappa, 1971
Membership in Scholarly Societies
International Communication Association, 1973 -
Speech Communication Association, 1976 -
Research and Scholarship
MEDIA TODAY: AN INTRODUCTION TO MASS COMMUNICATION (Boston: Houghton Mifflin, 1999)
BREAKING UP AMERICA: ADVERTISING AND THE NEW MEDIA WORLD (University of Chicago Press,
1997; paperback edition, 1998).
MEDIA SYSTEMS IN SOCIETY: UNDERSTANDING INDUSTRIES, STRATEGIES, AND POWER. New York:
Longman, 1992; second edition 1997.
PLAYING DOCTOR: TELEVISION, STORYTELLING, AND MEDICAL POWER. New York: Oxford
University Press, 1989.
MEDIA INDUSTRIES: THE PRODUCTION OF NEWS AND ENTERTAINMENT. New York: Longman, 1984;
Chinese edition being prepared for summer 1998.
CAREERS IN MASS MEDIA. Chicago: Science Research Associates, 1984 (editor).
ENTERTAINMENT, EDUCATION, AND THE HARD SELL: THREE DECADES OF NETWORK CHILDREN'S
TELEVISION. New York: Praeger, 1981.
GETTING BOOKS TO CHILDREN: AN EXPLORATION OF PUBLISHER-MARKET RELATIONS. Chicago:
American Library Association, 1979.
"The Internet and the Family: The View from Parents, the View from the
Press." A Report from the Annenberg Public Policy Center of the University of
Pennsylvania under the direction of Joseph Turow, May 1999, 42 pp. Currently being
translated by Professor Carole Cummings into Spanish for a Web site on Youth and Internet
established at Diego Portales University in Santiago, Chile.
"Call-In Political Talk Radio: Background, Content, Audiences, Portrayal in
Mainstream Media," A Report from the Annenberg Public Policy Center of the University
of Pennsylvania under the direction of Joseph Cappella, Joseph Turow and Kathleen
Jamieson, and funded by the Ford Foundation and the Carnegie Foundation of New York,
August, 1996, 72 pp.
"Program Trends in Network Children's Television, 1948-1978." Washington, DC:
Federal Communications Commission, 1979, 74.
"The Internet and the Family: The View From Parents," in Cecilia von
Feilitzen (ed.), The Yearbook of the UNESCO International Clearinghouse on Children and
Violence on the Screen. (Goteborg, Sweden: UNESCO International Clearinghouse on Children
and Violence on the Screen, in press.)
"Segmenting, Signaling and Tailoring: Probing the Dark Sides of Target
Marketing," in Robin Andersen and Lance Strate (editors), Critical Studies in
Media Commercialism (New York: Oxford University Press, in press).
"Marcus Welby, M.D." and "Medic" essays in Horace Newcomb, THE
ENCYCLOPEDIA OF TELEVISION (Chicago: Fitzroy Dearborn, 1997).
"James Dean in a Surgical Gown," in Lynn Spigel and Michael Curtin (eds.),
THE REVOLUTION WASNT TELEVISED (New York and London: Routledge, 1996).
"Geschichtenerzalen im Zeitalter der Medien-Synergie" ("Storytelling and
Media Synergy"), in B. Franzmann, et. al. (eds.), AUF DEN SHULTEN VON GUTENBERG (ON
GUTENBERG'S SHOULDERS (Mainz, Germany: Stiftung Lesen, 1994), pp. 240-245.
"A Mass Communication Perspective on Entertainment Industries," in J. Curran
and M. Gurevitch (eds.), CULTURE, SOCIETY, AND THE MEDIA 2nd Edition. London: Edward
Arnold, 1992; New York, Routledge, 1992.
"Power Roles and News Organizations," in C. Stratos (ed.), THE WORLD OF NEWS.
Athens, Greece: Gnosis Publishing Company, 1991. Translated into Greek.
"Media Industries, Media Consequences: Rethinking Mass Communication," in J.
Anderson (ed.), COMMUNICATION YEARBOOK. Newberry Park, CA.: Sage Publications, 1990.
"The Critical Importance of Mass Communication As a Concept," in B. Ruben and
L. Lievrow (eds.), INFORMATION AND BEHAVIOR. New Brunwick, NJ: Transaction Books, 1990,
"Television and Institutional Power: The Case of Medicine," in B. Dervin, L.
Grossberg, and E. Wartella, RETHINKING COMMUNICATION: PARADIGM EXEMPLARS. Newberry Park,
CA.: Sage Publications, 1989, pp. 454-473.
"Publishing Industry," in Erik Barnouw (ed.), THE INTERNATIONAL ENCYCLOPEDIA
OF COMMUNICATION. New York: Oxford University Press, 1989, Volume 3, pp. 402-406.
"Learning to Portray Institutional Power: The Socialization of Creators in Mass
Media Organizations," in Phillip Tompkins and Robert McPhee (eds.), ORGANIZATIONAL
COMMUNICATION: TRADITIONAL THEMES AND NEW DIRECTIONS. Beverly Hills: Sage Productions,
1985, pp. 211-234.
"The Influence of Pressure Groups on Television Entertainment: A Framework for
Analysis," in W. Rowland and B. Watkins, INTERPRETING TELEVISION. Beverly Hills: Sage
Publications, 1985, pp. 142-164.
"Corporate Planning and Media Culture," in Robert Bostrom (ed.),
COMMUNICATION YEARBOOK 7. Beverly Hills: Sage Publications, 1983, pp. 412-442.
"Unconventional Programs on Commercial Television: An Organizational
Perspective," in C. Whitney and J. Ettema (eds.), INDIVIDUALS IN MASS MEDIA
ORGANIZATIONS. Beverly Hills: Sage Publications, 1981, pp. 107-130. Reprinted in D.
Thomas, STUDIES IN MASS COMMUNICATION. Norwood, New Jersey: Ablex, 1984, pp. 77-95.
"Client Relationship and Children's Book Publishing," in Paul Hirsch, Peter
Miller, and F. Gerald Kline (eds) STRATEGIES FOR COMMUNICATION RESEARCH. Beverly Hills:
Sage Publications, 1978, pp. 79-92.
Articles in Scholarly Journals
"Family Boundaries, Commercialism and the Internet," prepared by request for
a special issue of the JOURNAL OF APPLIED DEVELOPMENTAL PSYCHOLOGY.
"Television Entertainment and the US Health Care Debate," THE LANCET 347:
9010 (May 4, 1996), pp. 1240-44. Reprinted (in Spanish) as "Las series
televisas y el debate sobre la sanidad norteamericana," in Medicina y denos de
comunicacion (Barcelona, Spain: Fundacion Dr. Antonio Esteve, 1997), pp. 37-43.
""Hidden Conflicts and Journalistic Norms: The Case of Self-Coverage,"
JOURNAL OF COMMUNICATION 44:2 (Spring, 1994) 29-46. Reprinted in The International Library
of Politics and Comparative Government (Aldershot, England: Ashgate Publishing Ltd;
"The Organizational Underpinnings of Contemporary Media Conglomerates,"
COMMUNICATION RESEARCH 19:6, December 1992. Reprinted in Peter Golding and Graham Murdock,
(Eds.), THE POLITICAL ECONOMY OF MEDIA (Cheltenham, England: Edward Elgar, forthcoming).
"On Reconceptualizing 'Mass Communication,'" JOURNAL OF BROADCASTING &
ELECTRONIC MEDIA, Spring 1992, pp. 105-109.
"The Challenge of Inference in Interinstitutional Research on Mass
Communication," COMMUNICATION RESEARCH, 18:2 (April 1991) 222-239.
"Public Relations and Newswork: A Neglected Relationship," AMERICAN
BEHAVIORAL SCIENTIST 33:3 (November/December 1989) 206-212.
"Cultural Argumentation and the Mass Media: A Perspective For Research,"
COMMUNICATION, 8:2 (Autumn 1985) 139-164.
"Hospitals and Hospital Administrators on Television," HOSPITALS AND HEALTH
SERVICES ADMINISTRATION, Journal of the American College of Hospital Administrators 30:6
(November/December, 1985) 96-106.
"Television, the Treatment of Illness, and the Portrayal of Institutional
Change," JOURNAL OF COMMUNICATION 35:4 (Autumn, 1985), 36-52 (first author with Lisa
Coe). Reprinted in G. Kreps and B. Thornton (eds.), Health Communication: Theory &
Practice 2nd Edition (Waveland Press, 1992).
"TV's Effects on Children: What the Experts Believe," COMMUNICATION RESEARCH
REPORTS 2:1 (December 1985 149-155 (alphabetically ordered authorship with Carl Bybee and
"A Mass Communication Perspective on Publishing," JOURNAL OF POPULAR CULTURE
(Spring 1984) 100-109.
"Local TV: Producing Soft News," JOURNAL OF COMMUNICATION (Spring, 1983)
"Producing TV's News: How Important is Community?" JOURNAL OF COMMUNICATION
(Spring 1982) 186-193.
"Determinants of Parental Guidance of Children's TV Viewing for a Special
Subgroup: Mass Media Scholars," JOURNAL OF BROADCASTING 26:3 (Fall, 1982) 697-711
(alphabetically ordered authorship with Carl Bybee and D. Robinson).
"The Role of 'The Audience' in Publishing Children's Books" JOURNAL OF
POPULAR CULTURE 16:2 (Fall, 1982) 90-100.
"Broadcast Television's Publicity Outlets: An Initial Investigation," PUBLIC
RELATIONS REVIEW 7:3 (Fall, 1981) 111-123 (first author with Ceritta Park).
"Non-fiction on Commercial Children's Television: Trends and Policy
Implication," JOURNAL OF BROADCASTING 24:4 (Fall, 1980) 437-448.
"Television Sponsorship Forms and Program Subject Matter," JOURNAL OF
BROADCASTING 24:3 (Summer, 1980) 381-399.
"Occupation and Personality on Television Dramas: An Industry View,"
COMMUNICATION RESEARCH 7:3 (July 1980) 295-318.
"Casting For Television: The Anatomy of Social Typing," JOURNAL OF
COMMUNICATION 28:4 (Autumn, 1978) 18-24.
"The Impact of Differing Orientations of Librarians on the Process of Book
Selection: A Case Study of Library Tensions." THE LIBRARY QUARTERLY (The University
of Chicago Press) 48:3 (July, 1978) 278-292.
"Another View of Citizen Feedback to the Mass Media," PUBLIC OPINION
QUARTERLY 41:4 (Winter, 1977-78) 534-543.
"Advising and Ordering: Daytime, Prime Time," JOURNAL OF COMMUNICATION 24:2
(Spring, 1974) 138-140.
"Talk Show Radio As Interpersonal Communication," JOURNAL OF BROADCASTING
18:2 (Spring, 1974) 171-191.
"Dickens and Fire Imagery," REVUES DES LENGUES VIVANTES 40:4 (Winter, 1974)
359-370 (second author with Benjamin Fisher).
Joseph Turow, John Bracken, and Lilach Nir, "Special Report--The Internet and the
Family: The View from the Press," On the Internet: An International Publication of
the Internet Society, July/August, 1999, pp. 26-41.
Joseph Turow and Arthur Caplan, "Media dropped the ball on Kevorkian
broadcast," Detroit Free Press, Sunday, February 28, 1999, page 3J
"Workplace Bathroom as Think Tank," Los Angles Times, March 2, 1998, pp.
"Breaking Up America: The Dark Side of Target Marketing," AMERICAN
DEMOGRAPHICS, in November, 1997.
"Image Tribes," Pennsylvania Gazette, May 1997.
"Interview with Larry King" In Larry King, Future Talk (New York:
Harper Collins, 1997).
"Print Media Coverage of Political Talk Radio," Annenberg School For
Communication, August, 1996.
"Televisions Doctor Shows," ENCYCLOPEDIA BRITANICA 1996 MEDICAL ANNUAL
(Chicago: Encyclopedia Britannica, 1995), pp. 104-117.
"Doc Shows Give Wrong Health-Care Diagnosis," Los Angeles Times,
October 31, 1994, p. F3.
"Book Review" of SOCIETY'S IMPACT ON TELEVISION, by Gary Selnow and Richard
Gilbert, JOURNAL OF BROADCASTING AND ELECTRONIC MEDIA, Summer, 1994, pp. 367-369.
"Book Review" of PUBLIC RELATIONS ANNUAL by Larissa Grunig and James Grunig,
JOURNAL OF COMMUNICATON.
"Commentary: Now's the Right Time for Dr. Kildare and Ben Casey," LOS ANGELES
TIMES, December 18, 1993, p. F17, F22.
"Commentary: Just Boys or Civilization Destroyers? Say what you will about the
moronic duo [Beavis and Butt-head], they've helped to cement MTV's identity with viewers
and advertisers," LOS ANGELES TIMES, September 12, 1993, Sunday Calendar Section, p4
"Commentary: Can a Meanie Make It in Sitcomland?" LOS ANGELES TIMES, December
29, 1992, p. F3 and F5.
"Book Review" of ORGANIZATIONAL LIFE ON TELEVISION by Leah Vande Berg and
Nick Trujillo in JOURNALISM QUARTERLY.
Book Review" of AN EMPIRE OF THEIR OWN by Neal Gabler in JOURNAL OF COMMUNICATION,
"Book Review" of THE HOLLYWOOD TELEVISION PRODUCER by Muriel Cantor in
JOURNAL OF BROADCASTING AND ELECTRONIC MEDIA 32:4 (Fall,.1988), 495-97.
"Television Doctors and the Real World," RESIDENT & STAFF PHYSICIAN, July
"Book Review" of TELEVISION IN THE PUBLIC INTEREST by Michael Botein and
David Rice in CONTEMPORARY SOCIOLOGY.
"Book Review" of POSITIVE IMAGES: BREAKING STEREOTYPES WITH CHILDREN'S
TELEVISION by Jerome Johnstone and James Ettema in AMERICAN JOURNAL OF SOCIOLOGY.
"Children's Television" entry (on program THE SMALL FRY CLUB) in Clifford
Johnson, THE BOOK OF DAYS. Ann Arbor, Michigan: Pierian Press, 1987 (with Wendy Hajjar).
"A View of Broadcast Museums," VARIETY (April 9, 1986) 96, 111.
"Book Review" of CREATING MEDIA CULTURE by Robert Snow
in JOURNAL OF COMMUNICATION 34:3 (Summer, 1984) 193-196.
"Book Review" of BOOKS: THE CULTURE AND COMMERCE OF PUBLISHING BY L. Coser,
C. Kadushin, and W. Powell, in LIBRARY QUARTERLY 53:2 (Spring, 1983, 191-192.
Book Review of OBJECTIVITY AND THE NEWS by Dan Schiller, in LIBRARY QUARTERLY 52:1
(January, 1982) 70-71.
"Book Review" of TELEVISION TODAY in LIBRARY QUARTERLY 51:4 (October, 1981)
"Book Review" of PROGRESS IN THE COMMUNICATION SCIENCES edited by Melvin
Voigt and Gehardt Hanneman, in Library Quarterly 51:1 (October, 1981) 126-127.
"Expanding the Spectrum of Choice in the Mass Market," SIGNAL (the official
newsletter of the International Reading Association's Special Interest Group on Adolescent
Literature) 3:6 (February, 1978) 1-3.
"Book Review" of TUBE OF PLENTY: THE EVOLUTION OF AMERICAN BROADCASTING by
Eric Barnouw, in JOURNAL OF BROADCASTING 21:1 (Winter, 1977).
"Book Review" of POWER TO PERSUADE: MASS MEDIA AND THE NEWS by Robert Cirino,
in JOURNAL OF BROADCASTING 19:3 (Summer, 1975) 378-379.
Editorial and Academic Consulting Activities
Editorial Board Member, JOURNAL OF BROADCASTING, 1985-1994; 1997 -continuing.
Advising and Contributing Editor, JOURNAL OF COMMUNICATION, 1981-1991; 1996 -
Editorial Board member, CRITICAL STUDIES IN MASS COMMUNICATION, 1984-1989 (founding
editorial board) and 1998- continuing.
Editorial Board Member, Sage Annual Reviews of Communication Research, 1986-continuing
Founding International Advisory Board, New Media and Society, 1998 - continuing.
Editorial Board Member, Encyclopedia of Advertising.
- Awarded a grant from the Robert Wood Johnson Foundation (with Arthur Caplan of the
Penn Bioethics Center) for a content analysis of press treatment of end of life
Awarded a major grant from the Annenberg Public Policy Center for a multi-faceted study
of the family and the Internet, 1998-99.
Co-Principal Investigator on grant from the Ford Foundation to study the process and
effects of political talk radio, 1996. Other Principal Coinvestigators: Professors
Kathleen Jamieson and Joseph Capella.
Program review consultant, Rutger's University Department of Communication, March 1992.
Communication Advisory Panel, Please Touch Children's Museum (Philadelphia), 1992-1993.
Advisory Board Member, WPBT-TV, Miami, National Programming Division, for a new series
aimed at "reluctant readers," 1991-
Advising Editor, Ablex Communication Book Series, 1988-1991.
Advisory Board Member, Telecourse Project on Mass Communication, WGBH-TV Boston,
Appointed to the National Endowment for the Humanities Summer Stipend Advisory
Assistant Editor, CENTRAL STATES SPEECH COMMUNICATION JOURNAL, 1983-1985
Editorial Board Member, COMMUNICATION EDUCATION, 1978-1982.
Occasional referee for manuscripts submitted to COMMUNICATION MONOGRAPHS, HUMAN
COMMUNICATION RESEARCH, THE WESTERN SPEECH COMMUNICATION JOURNAL, POLITICAL COMMUNICATION,
and THE LANCET.
Reviewer of book manuscripts for HarperCollins, Holt, Rhinehart, & Winston, Allyn
and Bacon, Bobbs-Merrill, Scott-Foresman, Sage Publications, Oxford University Press, and
Invited Presentations (examples)
-Chancellors Distinguished Lecturer, April 2000
-Fordham University, April 1999
-Philadelphia Newspapers, Incorporated, January, 1998.
-Fleishman Hillard international retreat, November, 1997.
-Fleishman Hillard New York executive meeting, October, 1997.
-New York University, May, 1997
-Florida Bar Association, March 1977.
-Senior Fellows Program, University of Texas, September 1996.
-Center For Bioethnics, University of Pennsylvania, June 1996.
-Grand Rounds lecture, Department of Pediatrics, Thomas Jefferson University Hospital,
-Sieganthaler Conference on the Press, Nashville, Tennessee, April 1996.
-Medical College of Pennsylvania (Grand Rounds Humanities Lecture), September, 1994.
-International Communication Association, Sidney Australia July 1994
-St. Andrews Episcopal Church, March 1994, Luncheon Series on Media and Social Values
-The College of Physicians of Philadelphia (Leslie Nicholas Lecture), October, 1993
-University of Delaware, Department of Communication, November 1992
-The Center for the Humanities, Wesleyan University, October 1992
-Conference on Social Theory, Policy, and the Arts, October 1992.
-Stiftung Lesen conference, Mainz (Germany), September, 1992
-Florida Atlantic University, February, 1992
-Twentieth Century Fund, October 1991
-Institute For Contemporary Art, Philadelphia, October 1991
-American Sociological Association, August 1991
-University of Pennsylvania Medical School entering class, January 1990
-University of Chicago Medical School, December 1989
Recent Quotes and Appearances in Mass Media (examples)
-The Internet & Family study received enormous coverage in print, broadcast, and on
the Internet during early May 1999. A (national) front page article in The New York
Times was picked up around the nation. A long Associated Press piece was also
circulated throughout the country, as were a Newsday article and Knight-Ridder wire
article. CBS news commentator Charles Osgood read a poem about the study on the CBS Radio
-National Public Radio, Talk of the Nation guest for entire hour on media and social
segmentation, January 1999
-Philadelphia Inquirer, May 10, 1998, large article highlighting my research.
-Toronto Globe and Mail, August 9, 1997, entire article about Breaking Up
-Atlantic Monthly, June 1997, entire article on Breaking Up America
-Talk of the Nation, May 6, 1997; the entire program focused on Breaking Up
-Christian Science Monitor, October 3, 1996, on strategies behind televisions
-Houston Chronicle, August 25, 1996, on political talk-radio report
-National AP wire, August, 1996, on the impact of media mergers on radio
-Newsday, August 4, 1996, on strategies behind the networks
-Washington Post, March 20, 1996, on subliminal advertising
-Chicago Tribune, March 17, 1996, on TV newsmagazine competition
-Today Show, November 17, 1994, on the history of doctor images on television
-Dateline NBC , July 10, 1993, on product placement in television and theatrical
Current Service to the University, the Annenberg School, and the Field
Member, University Senate Executive Committee
Member, University Executive Library Committee
Member, Annenberg School Executive Committee
Chair, Annenberg School Library Committee
Editorial board member, Journal of Communication, Journal of Broadcasting
& Electronic Media, Critical Studies in Mass Communication, and New
Media and Society, Encyclopedia of Advertising.