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Why is it impossible to be famous on the internet?
Why can't internet advertising compete with that on broadcast television?
Why have forecasts about the demise of mass media not eventuated?
In this book, David Holmes offers a new introduction to communication theory, but one that is relevant to today.
Most communication and media texts invariably address traditional concerns of content, representation, semiotics and ideology. This book integrates new media into media theory and asks us to take another look at our media environment.
This book offers a sophisticated, but lucid and compelling analysis of our contemporary media environment, which will be welcomed by all students of media and communication.
|1||Introduction - a second media age?||1|
|2||Theories of broadcast media||20|
|3||Theories of cybersociety||44|
|4||The interrelation between broadcast and network communication||83|
|5||Interaction versus integration||122|