The media of mass communication / John Vivian.

Accompanying CD-ROM "new interactive edition, practice texts, hundreds of web links customized to text, learning activities, audio and video study aids."--Cover
Disc: Copyright 2000

Television. Radio. Newspapers. Magazines. And now the Internet. Everywhere one looks today, one is bombarded by some form of the media. It is a very powerful force in our culture indeed. It is only through a complete understanding of the media -- and its influences, biases, power, uses, and challenges -- that one could utilize the media to his or her full advantage. This book uses the media to teach the media. Providing up-to-date coverage of media industries and issues along with a thoughtful recounting of key events in media history, the book helps readers to comprehend the complexity and impact of the media today. Every chapter reflects the most current statistics, issues, and challenges facing the media, and a full chapter devoted to the newest mass medium, the Internet. Also included is a greater focus on issues of governance in the media to highlighting the influence the media have on our political system. Professionals of mass communication/media and others interested in the topic.