The Evolution of Media

Reviews / Votes

No better brief treatment of the subject of communication media exists than what Noll offers in these pages. Noll, a highly regarded expert, provides a sure-footed guide to what the student or concerned citizen needs to know about the technical base and rapidly changing nature of today's media systems. His five-factor model captures the strategic dimensions that need to be considered in evaluations of business choices and regulatory regimes for communication media. -- James E. Katz, Rutgers University The Evolution of Media demystifies the technology of communications-old and new. In his own clear style, avoiding hype and futurology, Michael Noll provides an understanding of the fundamental principles that are essential for all who study communication and media in the twenty-first century. -- William H. Dutton, University of Southern California, author of Society on the Line Clearly, this stimulating and thought-provoking offering-though small in length-is large in scope. I concur with the author on its dual purposes, evident in the informative treatment of media past, present, and future. Rich descriptions and explanations, plus illustrations, augment an excellent contribution to this literature in terms of content, organization, and readability. Also has a very interesting appendix (tech tutorial). Indeed, an expert's view! -- Michael H. McBride, Texas State University Noll's book does nor lend itself well to comparisons becuse the focus is neither new media nor old but media evolution. As such, it is unique. Recommended. * Choice Reviews * A path-breaking and enormously suggestive study of communication media written by someone who uniquely understands and explains both the technologies involved and their social, cultural, and economic implications. -- Arthur Asa Berger, professor emeritus, San Francisco State University