Media Today: An Introduction to Mass CommunicationRoutledge, 22 thg 9, 2011 - 656 trang Media Today gives your students the media literacy skills they need to think critically about the role of media in their lives. This book uses a media systems approach to look closely at the production, distribution, and exhibition of media, from Hollywood films to Facebook, to discover cultural, political, and economic forces that shape media now. Completely revised and updated, this 4th edition connects the latest trends, debates, and technologies to the history of media, highlighting the impact and meaning of today's changes to the media landscape, especially how traditional industry boundaries have blurred with digital convergence. Students and instructors will find a full range of supporting materials including interactive quizzes and online video resources at www.routledge.com/textbooks/mediatoday4e.
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Nội dung
Llnderstanding the Nature of Mass Media | 2 |
The Recording Industry 328 | |
Making Sense of the Media Business 34 | |
Understanding Mass Media and the Importance of Media | |
and Ethics | |
Regulating Information After Distribution 80 | |
Economic Regulation 97 | |
The Struggle with tioyernment oyer Information Cathering 100 | |
The Rise of Cable Teleyision 449 | |
Weekly Newspapers 275 | |
The Technology of Publishing the Paper 285 | |
Building Readership 288 | |
Media Literacy and the Newspaper Industry 291 | |
The Magazine Industry 236 | |
Market Segmentation 309 | |
Producing the Magazine as a Brand 313 | |
The Role of Ethics 112 | |
Making Sense of Research on Media Effects and Media Culture 120 | |
The Early Years of Mass Media Research in the United | |
Consolidating the Mainstream Approach 133 | |
The Rise of Critical Approaches 137 | |
Where Do You Stand with Respect to Media Effects? 147 | |
Part Two Media Giants and CrossMedia Actiyities 154 | |
Part Two Media Ciants and CrossMedia Actiyities 154 | |
Audience Segmentation 160 | |
Distribution of Products Across Media Boundaries 163 | |
Conglomeration 173 | |
Digital Conyergence 177 | |
Understanding the Strategies of Media Ciants 132 | |
6Understandin he rate ie of Me ia iants 1 2 | |
News Corporation 202 | |
Part Three The Print Media 224 | |
The Book Industry Today 235 | |
Yariety and Specialization in Book Publishing 238 | |
Production at a Uniyersity Press 241 | |
Reducing the Risks of Failure During the Production Process 245 | |
Distribution in the Book Industry 248 | |
Me ia Li er c an he Book In r 252 | |
The Newspaper Industry 258 | |
A Readership Reyolution 265 | |
er ie of the Modern Ne er In 11 tr 271 | |
Exhibition and the Magazine Industry 318 | |
Part Four The Electronic Media 326 | |
The Radio Industry 364 | |
Network Programming 370 | |
Challenges of Fragmentation and Digitization 1970 to | |
AM ys FM Technology 377 | |
Distribution in the Radio Industry 388 | |
The Moyie Industry 404 | |
Traditional and Qnline Yideo Stores 433 | |
The Tele ision Indu tr 444 | |
A Fragmented Teleyision Era 451 | |
Production in the Teleyision Industry 459 | |
Distribution in the Teleyision Industry 469 | |
Exhibition in the Bro c In r 474 | |
Part Fi Ad erti in and Pu lic Relation 524 | |
Part Fiye Adyertising and Public Relations 524 | |
tribu ion in the A erti in Industr 4 | |
Threats to Traditional Adyertising 546 | |
Spiraling Clutter 553 | |
The Public Relations Industry 558 | |
Exhibition in the Public Relations Industry 580 | |
Direct Marketing 584 | |
Epilogue 595 | |
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