Media Today: An Introduction to Mass Communication / Edition 1

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Overview

Media Today puts mass communication students at the center of the 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.

Comprehensive and engaging, Media Today features:

  • an interactive companion website featuring a full range of instructor and student materials including study podcasts at www.routledge.com/textbooks/mediatoday
  • 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 free DVD with media examples.

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 of Media Today will:

  • guide students through the essential history of media industries
  • examines the current forces shaping their creation, distribution and exhibition
  • explores the impact of emerging trends in media and society from globalization to social networking to video games.

Media Today is designed to be used independently, but can also be used with the supplemental textbook edited by Brooke Erin Duffy and Joseph Turow, Key Readings in Media Today.

How do books, newspapers, music recordings, movies, television shows, and online sites get made? How does content in different media get funded, produced and delivered to the right audiences? Why do certain materials and not others get created and distributed in different media? What role do governments (federal, state, local) play in the process? [This book] addresses these and related questions with concrete examples from a wide variety of mass media - from books to cable television, highway billboards to online services. The text tracks, among other developments, the explosion of competition among new and old media, pressures toward greater and greater conglomeratization among media firms, the need to increasing segment audiences, and their obligation to expand global sales. Students need to understand what is happening, why, and with what possible consequences for society. -Pref.

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Product Details

  • ISBN-13: 9780415960595
  • Publisher: Taylor & Francis, Inc.
  • Publication date: 8/1/2008
  • Edition description: Older Edition
  • Edition number: 1
  • Pages: 712
  • Product dimensions: 8.50 (w) x 10.80 (h) x 1.20 (d)

Meet the Author

Joseph Turow is Robert Lewis Shayon Professor of Communication at the University of Pennsylvania’s Annenberg School for Communication. A former Chair of the Mass Communication Division of the International Communication Association, he is the author of more than 50 articles and 8 books on mass media industries.

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Table of Contents

Pt. 1 Understanding the Nature of Mass Media 2

1 Understanding Mass Media and the Importance of Media Literacy 4

2 Making Sense of the Media Business 38

3 Formal and Informal Controls on Media Content: Government Regulation, Self-Regulation, and Ethics 80

4 Making Sense of Research on Media Effects and Media Culture 142

Pt. 2 Media Giants and Cross-Media Activities 186

5 A World of Blurred Media Boundaries 188

6 Understanding the Strategies of Media Giants 230

Pt. 3 The Print Media 260

7 The Book Industry 262

8 The Newspaper Industry 298

9 The Magazine Industry 342

Pt. 4 The Electronic Media 378

10 The Recording Industry 380

11 The Radio Industry 418

12 The Motion Picture Industry 462

13 The Television Industry 504

14 The Internet and Video Game Industries 546

Pt. 5 Advertising and Public Relations 590

15 The Advertising Industry 592

16 The Public Relations Industry 624

Epilogue 660

Notes 662

Photo Credits 667

Index 669

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