Description
Book SynopsisFrom media history to today's rapid-fire changes, MEDIA/IMPACT: AN INTRODUCTION TO MASS MEDIA, 12th Edition takes you on an exciting tour of the events, people, money, and technologies that have shaped the mass media industries. Known for its engaging writing style, current coverage, and visual appeal, the book explores the legal, ethical, social, and global issues facing the mass media industries every day. The twelfth edition focuses on convergence--how the mass media industries are intersecting to deliver content and how audiences are adapting to the new mass media marketplace. It also equips you with an insider's look at what it's like to work in each industry. Reflecting the latest trends from the field, the text provides new coverage of digital delivery, net neutrality, media industry consolidation, social media, mobile media, and more. It is also packed with lively new illustrations and a wealth of real-world examples.
Table of ContentsPart I: THE MASS MEDIA INDUSTRIES. 1. Mass Media and Everyday Life. 2. Books: Rearranging the Page. 3. Newspapers: Mobilizing Delivery. 4. Magazines: Chasing the Audience. 5. Recordings: Streaming Sounds. 6. Radio: Riding New Waves. 7. Movies: Digitizing Dreams. 8. Television: Changing Channels. 9. Internet Media: Widening the Web. Part II: SELLING THE MESSAGE. 10. Advertising: Catching Consumers. 11. Public Relations: Promoting Ideas. Part III: CHANGING MESSAGES. 12. News and Information: Staying Connected. 13. Social and Political Issues: Shaping the Arguments. 14. Law and Regulation: Rewriting the Rules. 15. Ethics: Placing Responsibility. 16. Global Media: Discovering New Markets. Glossary. Media Information Resource Guide.
