New Media Technology: Cultural and Commercial Perspectives (Part of the Allyn & Bacon Series in Mass Communication) / Edition 2

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New Media Technology provides a clear and conceptual mapping of this rapidly changing field. Readers will enjoy its comprehensive scope, the level of appropriate detail, and real world examples. Its focus on enduring yet timely issues gives the book a usefulness not found elsewhere. Previously published under the title, New Media and the Information Superhighway, the book examines current trends and advances in media technology, for instance, the impact of the World Wide Web. It addition, this text also explores laboratory experimental technologies, such as omni-directional imaging, and theoretical implications of new media. Special attention is also paid towards marketing issues, a topic currently overlooked in other texts of this nature. New material includes updated information on global positioning, satellite mapping as well as the latest legal ramifications affecting the industry, specifically the Telecommunications Act of 1996. New Media specialists, journalists, and advertising and public relations employees. Part of the Allyn & Bacon Series in Mass Communication.

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Editorial Reviews

A detailed guide to the newest media technologies includes a new chapter on the Internet, as well as coverage of laboratory experimental technologies, theoretical implications of new technologies, marketing issues, and legal ramifications affecting the industry. Annotation c. by Book News, Inc., Portland, Or.
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Product Details

  • ISBN-13: 9780205270934
  • Publisher: Pearson
  • Publication date: 11/21/1997
  • Edition description: REV
  • Edition number: 2
  • Pages: 400
  • Product dimensions: 6.00 (w) x 8.90 (h) x 0.90 (d)

Table of Contents



1.New Media Technology.

Conceptual Roadmap to New Media Technologies.

Mapping the Consequences of New Media Technologies.

The Changing Players.

The Stakes.

Industry Overview.

2.The Internet.


World Wide Web.

Multimedia and the Future of the Internet.

3.Historical Perspectives.

From Cave Paintings to the Information Highway.

The Nature of “New Technologies.”

Good-bye Gutenberg.

Learning from History.

4.The Technology.

New Media Technology Map.

5.From Convergence to the Information Superhighway.

Key Concepts.



6.Masters of the Universe.

Global and Domestic Players.

The Financial Equation.

Entrepreneurial Spirit.

7.Rewriting the Editorial and Creative Process.

Once Upon a Time.

Designing Quality Multimedia Content.

Breaking the Rules.


Digital Content Manufacturing.

8.Marketing Electronic Publications.

Shoot First, Ask Questions Later.

Strategic Considerations.

Adopters of New Technology.

Implications for Advertising.

The New Business Environment.

Evaluating the Results.

9.The Legal and Regulatory Environment.

Deregulating Communications.

The Courts.

The Clinton Administration.

The Congress.

State Regulators.

International Regulatory Bodies.

Computer Security and the Cryptography Controversy.

Reconceptualizing Privacy.

Protecting Intellectual Property Rights.

10.Social and Cultural Consequences.

Social Consequences in New Media Technology.

Institutional Consequences of New Technology.

Cultural Consequences of New Media Technology.

Sociological Perspectives on New Media Technology.

Theoretical Perspectives on the Social Consequences of New Media Technology.

A Framework for Understanding the Social Consequences of New Media Technology.

11.The Future.

On the Holodeck.

Parallel or Divergent Universes?

Digital Publishing.

A Business Manager's Guide to Digital Publishing.

Glossary of New Media Technology Terms.



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