Through six editions, the hallmark of this introductory text for the mass communication/mass media course has been its comprehensive coverage and authoritative use of research. The text's liberal arts perspective provides a foundation that helps students understand the essence and nature of this evolving field. Students gain a historical and contemporary framework from which to draw connections to the rest of their courses.
An emphasis on diversity within the industry includes such topics as ethnicity and language usage across the media.
Up-to-date coverage of the impact of technology on the media corresponds with the New Media Internet Sites found in the text's Appendix and web site.
Media Leaders inserts feature interviews with key media executives who provide insider views of their fields and assess the future of their industries.