Media Today: An Introduction to Mass Communication
Houghton Mifflin, 1999 - 490 trang
How do books, newspapers, music recordings, movies, television shows, and online sites get made? How does content in different media get funded, produced and delivered to the right audiences? Why do certain materials and not others get created and distributed in different media? What role do governments (federal, state, local) play in the process? (This book) addresses these and related questions with concrete examples from a wide variety of mass media - from books to cable television, highway billboards to online services. The text tracks, among other developments, the explosion of competition among new and old media, pressures toward greater and greater conglomeratization among media firms, the need to increasing segment audiences, and their obligation to expand global sales. Students need to understand what is happening, why, and with what possible consequences for society. -Pref.
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Why Should We Care?
Making Sense of the Media Business
Government Regulation SelfRegulation and Ethics
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activities advertising Advertising Age African Americans agencies American Arbitron artists attract broadcast cable cable television called channels chapter circulation commercial communication companies competition conglomerates consumers Corporation cost create Disney distribution distributors editors entertainment ethical example exhibition film format groups Hispanic huge ideas individuals Internet involved issues journalists large number listeners magazine major mass media mass media firms mass media industries materials ment messages million movie Moviefone newspaper on-line outlets papers percent picture popular practitioners programs public relations publishing radio stations readers record reporters revenues satellite segments sell situation comedies songs Space Jam stories studio sumers target audience television theaters tion typically United viewers Walt Disney Company Warner Brothers World Wide Web York zines