Introduction to Mass Communication: Media Literacy and Culture

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McGraw-Hill Higher Education, 2007 - Social Science - 516 pages
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This text encourages students to take more active roles as media consumers and gives them a deeper understanding of the role that the media play 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. This was the first university-level text to make media literacy central to its approach.

Building on this tested emphasis, the fifth edition features a newly merged chapter on Cable and Television, a new chapter on The Evolving Mass Communication Process, updates on recent technologies and government rulings, including the Patriot Act, the Supreme Court ruling on Peer-2-Peer file-sharing on Grokster, "net neutrality," municipal WiFi, new advertising industry metrics such as ROI, BitTorrent, video news releases, and much more!

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Mass Communication Culture and Media Literacy
Theories and Effects of Mass
Industries in Turmoil

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About the author (2007)

Stanley J. Baran is the chair of the Communication Department at Bryant University, where he teaches courses in Mass Communication and Broadcast Media. His academic interests include empirical/quantitative research in mass communication, mass media and social construction of reality, and development and improvement of media literacy skills. He is a member of the Speech Communication Association and the editorial boards of Dow Jones Newspaper Fund Editing Intern Program and COMMUNICATION QUARTERLY. He was a Senior Fulbright Scholar, Institute for Journalisms und Kommunikationsforschung, Hannover, Deutschland, in 1997. He has served as a consultant for numerous corporations and organizations, including IBM, ABC, GTE, and Westin Hotels.

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