Essential Mass Communication
Description
Helps students develop the ability to analyze culture and utilize media literacy techniques, provides the core skills necessary to succeed in a communications career
Essential Mass Communication helps students build a strong understanding of communication theory, mass communication technology, information studies, and mass communication practices. Offering an expanded view of the field, this comprehensive textbook combines easily accessible coverage of core skills and concepts with historically critical content on mass communication revolutions, cultural impacts, and converging media as they changed society. Throughout the text, author John DiMarco integrates professional practice components into each chapter, including professional pathways to applying mass communication to students' careers.
Essential Mass Communication addresses a variety of creative fields, such as storytelling, rhetoric, journalism, marketing and advertising, design, fine art, photography, and filmmaking. Student-friendly chapters explore a uniquely wide range of topics, from introductory content on communication process and product to more in-depth discussion of game history and theory, critical theory, strategic communication, and more.
Designed to help aspiring creative professionals learn and use the technology tools and channels available to deliver cultural and personal experiences in the form of media products, Essential Mass Communication:
- Introduces the concepts of mass communication and establishes foundations for understanding convergence and culture
- Provides the skills and knowledge required to apply critical media literacy analysis techniques in different fields
- Discusses the driving technologies, key people, convergence, and cultural instances of each mass communication media
- Covers the business and information disciplines of mass communication, including ethics and communication law
- Highlights the connection between communication technologies, culture, and careers in mass media
- Includes a wealth of real-world case studies, applied examples and assignments, key term definitions, end-of-chapter questions, in-text QR codes linking to internet sources, and valuable appendices for career development
With a strong focus on creative, active learning, Essential Mass Communication: Convergence, Culture, and Media Literacy is the perfect textbook for undergraduate and graduate courses in Mass Communication, Information Studies, and Communication technologies, as well as relevant courses in Media Studies, International Communications, and Marketing, Advertising, and Public Relations programs.
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Person
JOHN DIMARCO, Ph.D, is Professor of Mass Communication and Digital Media Design at St. John's University, NY, USA. He is a patented inventor and a nonfiction writer who has published numerous peer-reviewed articles and book chapters. He is the author of five textbooks, including Communications Writing and Design and Digital Design for Print and Web. Dr. DiMarco has taught, written, trained, and consulted in creativity, design thinking, new product development, digital media, instructional design, persuasive communication, and career building for the past 25 years.
Content
AUTHORS' BIOGRAPHY xxv
PREFACE xxix
ACKNOWLEDGMENTS xxxvii
About the Companion Website xxxix
Part 1 Mass Communication in Society 1
1 Mass Communication Convergence, Culture, and Media Literacy 3
Think About It 3
Mass Communication, Media, and You 4
Growth of Mass Communication 6
Mass Media Convergence and Society 13
Culture and Mass Media 18
Media Literacy 23
Chapter Summary 28
Review Questions 29
Media Literacy Exercise 30
Notes 31
2 Research and Effects 35
Think About It - Research on Gun Culture 3.0 35
Communication and Media Research Fundamentals 36
Communication Studies Origins 47
Communication Theories and Models 53
Mass Media Effects in Culture and Society 57
Chapter Summary 60
Review Questions 61
Media Literacy Exercise 62
Notes 63
Part 2 Mass Media Technologies 67
3 Books 69
Think About It 69
Printing and Book Publishing Evolution 71
Books and Print Media in Society and Culture 86
Book Industry and Corporate Ownerships 92
Research in Book Publishing 96
Book Publishing Career Roles 97
Chapter Summary 98
Review Questions 99
Media Literacy Exercise 100
Notes 100
4 Newspapers 105
Think About It 105
Newspaper Evolution 107
Newspapers in Society and Culture 126
Newspaper Industry and Business Structure 134
Current Research in Newspaper Publishing 137
Newspaper Publishing Career Roles 139
Chapter Summary 140
Review Questions 141
Media Literacy Exercise 142
Notes 143
5 Magazines 149
Think About It 149
Magazine Evolution 150
Magazines in Society and Culture 155
Magazine Industry and Business Structure 179
Current Research in Magazine Publishing 182
Magazine Publishing Career Roles 183
Chapter Summary 185
Review Questions 186
Notes 186
6 Recordings and Music 195
Think About It 195
Sound Recording Evolution 196
Popular Music Genres in Culture 210
The Recording Business 228
Recordings Research 231
Careers in Recording and Music Publishing 232
Chapter Summary 234
Review Questions 235
Notes 235
7 Radio 243
Think About It 243
Radio Technology Evolution 244
Radio in Culture and Society 256
The Radio Business 271
Radio Broadcasting Research 280
Careers in Radio Broadcasting 282
Chapter Summary 283
Review Questions 284
Notes 285
8 Movies 293
Think About It 293
Movie Technologies and Innovations 294
Movies in Society and Culture 307
Movie Business and Industry 317
Movie Research 322
Careers in Video and Film 323
Chapter Summary 326
Review Questions 327
Notes 327
9 Television 333
Think About It 333
Television Technologies and Innovations 334
Television in Culture and Society 357
Television Business and Industry 371
Television Broadcasting Research 373
Careers in Television Broadcasting 374
Conclusion 375
Review Questions 376
Notes 376
10 Internet and Gaming 383
by Paul Balsamo
Think About It 383
Internet and Game Innovations 384
Internet and Game Technologies in Culture and Society 397
Internet and Gaming Industries 407
Internet, Social, and Gaming Research 410
Careers Internet and Gaming 411
Summary 412
Review Questions 413
Notes 413
Part 3 Mass Communication Practices 419
11 Journalism 421
by Sarah Hermina
Think About It 421
Media Attention and Abduction 421
Journalism Elements 422
Journalism in Society and Culture 432
Research in Journalism 447
Journalism Careers 448
Chapter Summary 451
Review Questions 452
Notes 452
12 Public Relations 459
Think About It 459
Public Relations Evolution 461
Public Relations in Culture and Society 476
Public Relations Research 479
Public Relations Careers 485
Chapter Summary 486
Review Questions 487
Media Literacy Exercise 487
Notes 487
13 Advertising 491
Think About It 491
Advertising and Ephemera Evolution 492
Advertising in Culture and Society 505
Advertising Agencies and Creative Business 512
Current Research in Advertising 514
Advertising Career Roles 515
Summary 516
Review Questions 517
Notes 517
14 Ethics and Communication Law 523
by Daniel Malone
Think About It 523
The Origins of Ethics and Communication Law 524
Ethics and Communication Law in Society and Culture 528
Communication Law Professional Practice and Careers 539
Chapter Summary 543
Review Questions 543
Notes 543
Appendix: Career Connection: What Can I Do with My Communication Degree? 545
by Sarah Hermina
Index 547
