Introduction to Mass Communication: Media Literacy and Culture
This text emphasizes the view that media audiences can take more active roles as media consumers and have a deeper understanding of the influence the media has 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.
What people are saying - Write a review
We haven't found any reviews in the usual places.
Mass Communication Culture and Mass Media
What is Culture?
Cultural Forum Audience As Consumer or Audience As Product?
68 other sections not shown
Other editions - View all
advertising advertorials African American agencies attract audience behavior Book Club broadcast cable campaign channels Chapter circulation civic journalism commercial consumer critics culture daily debate distribution editor effects entertainment ethics example film global Hollywood idea images impact important influence interest Internet issues journalism magazines mass communication mass communication process mass media meaning media content media industries media literacy media literacy skills media literate medium messages million MPPC networks newspaper operation paper political printing product placement professionals profit public relations published quiz show scandal radio ratings readers readership reports sell Sesame Street social Star Wars stations stories studios syndication television theaters theory tion typically understand United users video news release viewers Weekly World yellow journalism York