Media/Impact: An Introduction to Mass Media

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Cengage Learning, Jan 1, 2014 - Business & Economics - 448 pages
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Consistently praised for its engaging writing style, currency, and visual appeal, MEDIA/IMPACT focuses students on today's digital mass media industries and support businesses as well as the legal, ethical, social, global, and technological issues that these businesses face every day. The totally re-designed eleventh edition gives special emphasis to convergence--how the mass media industries are intersecting to deliver content and how audiences are adapting to the new mass media marketplace. The author grounds her discussion in the business aspects of all the mass media industries, with concise histories of each industry plus an insider's look at what it's like to work in each business.
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Contents

Mass Media and Everyday Life
1
Books Rearranging the Page
27
Newspapers Expanding Delivery
47
Magazines Targeting the Audience
69
Recordings Demanding Choices
87
Radio Riding the Wave
107
Movies Picturing the Future
129
Television Changing Channels
151
News and Information Choosing Sources
245
Society and Political Issues Shaping the Arguments
265
Law and Regulation Rewriting the Rules
287
Ethics Placing Responsibility
323
Global Media Discovering New Markets
345
Glossary
373
Media Information Resource Guide
379
Selected References
387

Digital Media Widening the Web
175
Advertising Catching Consumers
205
Public Relations Promoting Ideas
227

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