The Electronic Media: An Introduction to the Profession / Edition 2

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Geared to the person preparing for a career in radio, television, and associated electronic enterprises.
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Editorial Reviews

Introduces those interested in radio and TV careers and associated electronic enterprises to the theory, history, and occupational fundamentals of the profession. Contains 50 profiles written by successful practitioners which reveal both the positive and negative aspects of their work. Also included is information on future media trends, how to begin a career in electronic media, and important electronic media associations. Annotation c. by Book News, Inc., Portland, Or.
This textbook introduces the reader to the entire spectrum of mass communication, from talk show hosts to electronic manufacturers. It gives a history of communications including technological, legal, radio and television evolution. One section details the specific operations carried out by electronic media personnel, and profiles of individuals are interspersed throughout the text. The book concludes with a discussion of trends and speculations for the future, and an appendix of electronic media associations and unions. Annotation c. Book News, Inc., Portland, OR (
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Product Details

  • ISBN-13: 9780813824383
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 2/28/1997
  • Edition description: 2ND
  • Edition number: 2
  • Pages: 702
  • Product dimensions: 7.42 (w) x 10.28 (h) x 1.93 (d)

Table of Contents

List of Professional Profiles
Ch. 1 Bringing Mass Media into Focus 3
Ch. 2 Subdividing the Electronic Landscape 31
Ch. 3 Industry Dichotomies 63
Ch. 4 Associated Enterprises 93
Ch. 5 Technological Maturation 135
Ch. 6 Legal Legacies 183
Ch. 7 Radio Operational History 235
Ch. 8 Television Operational History 285
Ch. 9 Noncommercial and International Adventures 339
Ch. 10 Performance and Creative Functions 397
Ch. 11 Facilitative Functions 451
Ch. 12 Directive Functions 507
Ch. 13 Evaluative and Analytical Functions 559
Ch. 14 Entering the New Millennium 619
Ch. 15 Cueing up Your Career 643
App Important Electronic Media Associations 661
App Major Unions Active in the Electronic Media 663
Notes 665
Index 677
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