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

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More than any other textbook on the market, Electronic Media: Then, Now, and Later reflects the dramatic shift in media. Today, students live in a nonlinear, digital world in which traditional broadcasting plays a much diminished role. They no longer need to wait for over-the-air radio to hear new music or even their favorite tunes. Students have also become more adept than ever before at handling, editing, and storing media content for their personal use. They're also becoming online content providers. Electronic Media reflects this shift in focus. It is rooted in the notion that studying the past not only facilitates understanding the present but also helps in predicting the future. This book provides a link between the traditional world of broadcasting and the contemporary universe of digital electronic media, which offers individuals increasingly greater control over listening, viewing, and electronic interaction. As both emerging electronic media professionals and discriminating electronic media consumers, today's students must know about how these changes and understand how they will affect the future of the industry. The book is uniquely organized with a then/now/later structure, which integrates the past with the present and future: each chapter is organized chronologically into these sections: - See It Then begins with the invention or inception of a topic - See It Now discusses current activities and developments - See It Later starts with the present and makes general predictions about what's to come. This feature is continued on the companion web site, which will be frequently updated with information on developments in the media. Other features include:
• "Career Tracks" feature, in which experts in the field share the experiences that led them to their current jobs and give tips for getting started in the industry.
• A whole chapter about corporate, institutional, and educational media, which informs students about caree

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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: 565,519
  • 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

Chapter 1 Tuning In to Electronic Media
Chapter 2 Radio
Chapter 3 Television
Chapter 4 Cable, Satellite, and Other Delivery Systems
Chapter 5 The Internet
Chapter 6 Programming
Chapter 7 Advertising
Chapter 8 Audience Measurement
Chapter 9 Business and Ownership
Chapter 10 Operating, Producing, and Distribution
Chapter 11 The Feature Film and Video Game Industries
Chapter 12 Regulation, Legal Issues, and Ethics
Chapter 13 Media Effects
Chapter 14 Personal/Social Media - The Future
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