Media Today An Introduction to Mass Communication

ISBN-10: 0415960592

ISBN-13: 9780415960595

Edition: 3rd 2009 (Revised)

Authors: Joseph Turow

List price: $89.95
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Media Today puts students at the center of profound changes in the twenty-first century media world -from digital convergence to media ownership- and gives them the skills to think critically about what these changes mean for the role of media in their lives. Completely revised with updated examples, case studies, and media resources, the third edition of this innovative mass communication textbook is built upon a media systems approach that gives students an insider's perspective on how mass media industries operate. By making students more knowledgeable about the influences that guide media organizations, Media Today builds media literacy skills to make students sensitive to ways of seeing media content as a means of learning about culture. Joseph Turow emphasizes throughout the many ways in which media convergence has blurred distinctions between and among various media. Each chapter guides students through the essential history of media industries; examines the current forces shaping their creation,distribution and exhibition; and explores the impact of emerging trends in media and society from globalization to social networking to video games. Comprehensive and engaging, Media Today features: a three-pronged media systems approach focused on media literacy, convergence, and emerging trends in today's media culture up-to-date coverage of the latest political, economic, technological, and cultural issues affecting media industries exciting new resources including an enclosed DVD with media examples and an interactive companion website featuring a full range of instructor and student materials including study podcasts at
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Book details

List price: $89.95
Edition: 3rd
Copyright year: 2009
Publisher: Routledge
Publication date: 7/31/2008
Binding: Paperback
Pages: 712
Size: 8.25" wide x 10.50" long x 1.00" tall
Weight: 3.498
Language: English

Joseph Turow, called by the New York Times "probably the reigning academic expert on media fragmentation," is Robert Lewis Shayon Professor and Associate Dean for Graduate Studies at the Annenberg School for Communication, University of Pennsylvania. He is the the author of Breaking Up America: Advertisers and the New Media World, among other books, and the editor of The Wired Homestead (MIT Press, 2003).

To the Student
Understanding the Nature of Mass Media
Understanding Mass Media and the Importance of Media Literacy
Making Sense of the Media Business
Formal and Informal Controls on Media Content: Government Regulation, Self-Regulation, and Ethics
Making Sense of Research on Media Effects and Media Culture
Media Giants and Cross-Media Activities
A World of Blurred Media Boundaries
Understanding the Strategies of Media Giants
The Print Media
The Book Industry
The Newspaper Industry
The Magazine Industry
The Electronic Media
The Recording Industry
The Radio Industry
The Motion Picture Industry
The Television Industry
The Internet and Videogame Industries
Advertising and Public Relations
The Advertising Industry
The Public Relations Industry
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