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eText: 
ISBN-10 0205861881ISBN-13 9780205861880
Print: 
ISBN-10 0205029582ISBN-13 9780205029587
Author(s): John Vivian
Publisher: Pearson
Copyright year: © 2013 Pages: 504
Description

People make media, media takes up two-thirds of our waking hours, media impacts our lives; it is critical to understand how the media work and why, to grasp the global nature of communication, and to assess media messages to attain media literacy.The Media of Mass Communication, 11eteaches students to understand how the media work and why.

The material engages students as both consumers and creators of mass media. Students explore the latest media economic, technological, cultural and political shifts all in historical context. They engage with the coverage of ongoing transformations in mass media as analysts, examining the various ways in which media impacts the world as they hone their media literacy skills. Praised for its dynamic writing style, The Media of Mass Communication, 11e helps students see why the media are in such a tumultuous transition and provides tools for understanding the reshaping of the entire media industry.

  • Improve Skill Development and Application–  Pedagogical tools including Study Preview; Chapter Wrap-Up, Review Questions; lists of key concepts, terms and people; and Media Sources help students understand central concepts and prepare for the course. Additional activities on MyCommunicationLab.com emphasize skill-building and applications.

  • Engage StudentsIntroductory vignettes at the beginning of each chapter provide evocative stories that illustrate important issues about the mass media and provide colorful descriptions about people who contributed significantly to the mass media.  “Media People” boxes profile key figures in media industries. New “Media Counterpoints” boxes explore two sides of an issue, presenting the key arguments on controversial topics and providing critical thinking questions designed to help students determine their own positions on each issue.  

  • ExploreExamples of contemporary communication–New “Media Tomorrow” boxesaddress the impact of new technologies on media as well as the public’s changing media consumption patterns.  Topics range from eyetracking tablet users’ media access to the growth of digital publications and governmental online access policies.

  • Emphasize Learning Outcomes–“Media Timelines” cast key development in the mass media in a graphic chronology and place media milestones in the larger social context. To help students establish a greater framework for understanding how issues such as culture, democracy, economy, and audience fragmentation in the media, interact with each media industry differently and relate to media literacy, each chapter concludes with a highly visual “Thematic Summary.”

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