Introduction to Mass Communication: Media Literacy and Culture

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McGraw-Hill Higher Education, 2007 - Performing Arts - 516 pages
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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Contents

LAYING THE GROUNDWORK
2
What Is Culture?
9
Mass Communication and Culture
16
Copyright

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