num_pages: 544
description: This text emphasizes that media audiences can take more active roles as media consumers and have a deeper understanding of the influence the media have in both shaping and reflecting culture. Through this cultural perspective, students learn that audience members are as much a part of the mass communication process as are the media producers, technologies, and industries. Baran was the first university-level text to make media literacy central to its approach.
language: English
title: Introduction to Mass Communication: Media Literacy and Culture, with Free Media World CD-ROM and PowerWeb
titlecomplete: Introduction to Mass Communication: Media Literacy and Culture, with Free Media World CD-ROM and PowerWeb
genres: Nonfiction, School, Textbooks
ratings_count: 170
publisher: McGraw-Hill Humanities/Social Sciences/Languages