Professors, contact your bookstore for bookstore price. Widely praised for its ability to make learning interesting, Vivian excites students as they explore the ever-changing subject of mass communication. The text retains its emphasis on the challenges of media while building on its extensive coverage of media history, effects, and culture.
Every chapter reflects the most current statistics, issues, and challenges facing the media today.
Appropriate Courses Designed for courses in Introduction to Mass Communication, Introduction to the Mass Media, and Media and Society. Media convergence emphasis, highlighted by an icon in the margins, examines the unfolding concept of converging media and helps students understand the economic and technological changes taking place, including how the World Wide Web changes the delivery of media messages and how media issues and functions are blending. Two full chapters on media's effects on the individual and our society plus a full chapter on mass communication as a process show how the media bring their messages to the masses and help students understand the role the media play in their everyday lives. Through various populist and elitist criteria, a special section in each media chapter focuses on media literacy issues that can help students learn how to assess the media and become better media consumers. Thorough updates throughout every chapter reflect the most recent events and trends in the mass media.