Electronic Media: Then, Now, and Later / Edition 2

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Overview

With a unique focus on technology and the Internet, Electronic Media: Then, Now, Later keeps students abreast of emerging changes in the broadcasting field today. This text provides students with the information they need to understand past, present and future trends in the broadcasting industry by using a unique “See it Then, See it Now, See it Later” chapter structure. Electronic Media: Then, Now, Later covers trends in technology and new media and has one of the best and most understandable discussions of the ratings process in the field today. A companion web site provides graphic and animated depictions of how communication technologies work, further discussion of topics introduced in the text, and continually updated information to keep the text fresh and at the forefront of current events in the industry.

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Editorial Reviews

From the Publisher
"I believe the strongest aspect of this [text] is its clarity. It is very easy to read, treats major points, and repeats concepts from chapter to chapter as appropriate. I believe that it would be very easy for students to follow and take notes from."—Justin P. West, Holyoke Community College

"The focus of this text is very good for a basic electronic media-type course. I particularly like the then, now, and future approach. It covers the basic concepts of such a class in a clear [and] organized way."—William J. Adams, Kansas State University

"The authors use appropriate language for an introductory survey class text. They provide simple, useful explanations and examples to enhance the understanding of some complex issues. Students will be able to easily read the text."—Douglas L. Sudoff, Northwest Missouri State University

"The writing style is very accessible to students. Even though I already knew the content, I found it interesting. Students will like reading this text."—John Chapin, Penn State University

"I liked the dispersal of the new technology information in each chapter as opposed to adding a new chapter with updated material in it. This material is more properly placed with its relevant topic that in a separate chapter."—Stewart Blakley, Brenau University

"The chapter on Audience Measurement and Sales has the best history of the ratings systems in any survey media book I have read in a teaching/professional career that dates back to 1954..."—Bennett Strange, Louisiana College

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Product Details

  • ISBN-13: 9780240812564
  • Publisher: Taylor & Francis
  • Publication date: 8/20/2010
  • Edition description: New Edition
  • Edition number: 2
  • Pages: 318
  • Sales rank: 483,929
  • Product dimensions: 8.30 (w) x 10.70 (h) x 1.00 (d)

Meet the Author

Dr. Medoff is Director of the School of Communication at Northern Arizona University. He has taught and served as an administrator at three different universities, produced numerous television and corporate video projects, and has overseen the productions of many students. Dr. Medoff has authored articles in scholarly journals as well as trade and consumer magazines. He has also written textbooks on the Internet and mass media, television production, and electronic media. In addition, he has served as president of the Broadcast Education Association and has recently been the recipient of a Fulbright Specialist Grant.

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Table of Contents

1. Electronic Media in a Changing Environment.

2. Tuning into Radio.

3. Turning on the Television.

4. Exploring Cable, Satellite, and Other Delivery Systems.

5. Logging onto the Internet.

6. The Pitch about Programming.

7. All About Advertising.

8. Connecting Audience Measurement to Sales.

9. Buying into Electronic Media Business and Ownership.

10. Behind the Scenes of Station Operations, Promotions, and Production.

11. Zooming into Corporate, Institutional, and Educational Electronic Media.

12. Courting Regulation, Legal Issues, and Ethics.

13. The Influences and Effects of Mass Media.

14. New Technologies, New Uses, New Lifestyle.

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