The Media of Mass Communication - Softcover

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This up-to-date, reader-friendly presentation of mass media helps instructors use the media to teach the media and explore its excitement, complexity, and impact on our lives.

Widely praised for his ability to make learning interesting, Vivian’s story-telling style excites students as they explore the ever-changing subject of mass communication. This edition retains the emphasis on the challenges of today's media while building on its extensive coverage of media history, effects, technology, and culture. The coverage of media literacy, at the core of Vivian’s text since the first edition, has been enhanced with two new features that push students to think critically. The three part-organization–the media, media messages, and media issues–provides a framework for students to understand the big picture behind today’s media issues.

New to the Eighth Edition

• Seven new “Case Studies,” found throughout the book, each look in depth at a relevant media issue and then invite students to analyze its impact.
• “Deepening Your Media Literacy,” a new student project at the end of each chapter, encourages students (in groups or individually) to “dig deeper” to analyze a media problem and enhance their media literacy.
• New Media Technology boxes explore and help demystify the ever-changing world of media technology.
• The text and photo program has been thoroughly updated throughout with the latest examples and information on media trends, challenges, concepts, personalities, and issues.