Making Media Content: The Influence of Constituency Groups on Mass Media / Edition 1

Making Media Content: The Influence of Constituency Groups on Mass Media / Edition 1

by John A. Fortunato
     
 

View All Available Formats & Editions

ISBN-10: 0805847480

ISBN-13: 9780805847482

Pub. Date: 04/19/2005

Publisher: Taylor & Francis

Making Media Content addresses the development of media content and the various factors and constituencies that influence content, such as advertisers, corporate interests, owners, and advocacy groups. It examines the strategic decision-making of mass media organizations as they determine what content they present to their audiences through broadcast,

Overview

Making Media Content addresses the development of media content and the various factors and constituencies that influence content, such as advertisers, corporate interests, owners, and advocacy groups. It examines the strategic decision-making of mass media organizations as they determine what content they present to their audiences through broadcast, publication, or electronic access. The work focuses on the internal and external influences on media content, laying out the various processes and opening up the topic for further consideration.

This book will appeal to academics in mass media, especially those studying the relationship between mass media organizations and public relations, and advertisers. Practitioners of the media, public relations, and advertising fields would be interested because there are practical applications to their industries and explanations of the communication interactions between these groups.

Product Details

ISBN-13:
9780805847482
Publisher:
Taylor & Francis
Publication date:
04/19/2005
Series:
Routledge Communication Series
Edition description:
New Edition
Pages:
224
Product dimensions:
6.10(w) x 9.10(h) x 0.70(d)

Table of Contents

Contents: Preface. Introduction. Part I: Media Powers. The Mass Media Responsibility. Mass Media Use. Mass Media Selecting and Framing. Part II: The Internal Mass Media Organization. Establishing the Mass Media Organization: Routines, Branding, and Promotion. Ownership. Day-to-Day Decision-Makers. Part III: The External Mass Media Organization: Constituency Groups. Mass Media Organization Interaction With Content Providers. Advertisers. Audience. Conclusion. Tables. Figures.

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >