Media/Impact: An Introduction to Mass Media [Paperback]

Consistently praised for its engaging writing style, currency, and visual appeal, MEDIA/IMPACT: AN INTRODUCTION TO MASS MEDIA, 12th Edition 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 twelfth edition focuses on convergence--how the mass media industries are intersecting to deliver content and how audiences are adapting to the new mass media marketplace. Providing thorough yet balanced coverage, 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. The new edition delivers the most up-to-the-minute coverage available of such emerging topics as digital delivery, net neutrality, media industry consolidation, social media, mobile media, and much more.Part I: THE MASS MEDIA INDUSTRIES. 1. Mass Media and Everyday Life. 2. Books: Rearranging the Page. 3. Newspapers: Mobilizing Delivery. 4. Magazines: Chasing the Audience. 5. Recordings: Streaming Sounds. 6. Radio: Riding New Waves. 7. Movies: Digitizing Dreams. 8. Television: Changing Channels. 9. Internet Media: Widening the Web. Part II: SELLING THE MESSAGE. 10. Advertising: Catching Consumers. 11. Public Relations: Promoting Ideas. Part III: CHANGING MESSAGES. 12. News and Information: Staying Connected. 13. Social and Political Issues: Shaping the Arguments. 14. Law and Regulation: Rewriting the Rules. 15. Ethics: Placing Responsibility. 16. Global Media: Discovering New Markets. Glossary. Media Information Resource Guide.