Media Today, Third Edition, 2010 Update
An Introduction to Mass Communication
By Joseph Turow
Routledge – 2010 – 680 pages
Routledge – 2010 – 680 pages
Media Today puts students at the center of profound changes in the twenty-first century media world – from digital convergence to media ownership – and gives them the skills to think critically about how these changes affect their lives.
Media Today, Third Edition 2010 Update is built around four key concepts:
In the 2010 Update to Media Today, over 40% of the textboxes and photos were updated to reflect the latest cultural and technological issues affecting media industries, along with case studies and activities designed to build media literacy. Additional learning resources include an enclosed DVD with media examples for further study and classroom discussion, and a free interactive companion website with a full range of instructor and student materials at www.routledge.com/textbooks/MediaTodayUpdate.
"Media Today is the best textbook to understand the organization, economics, and emerging trends within the U.S. media sector. Its institutional focus and the level of detail and updated knowledge it provides in this regard makes it the best textbook for an introductory media course."
—Gisela Gil-Egui, Fairfield University
"Media Today puts together all the indispensable components that are required for an introductory mass media course. The goal of media literacy…and the emphasis on digital convergence precisely feels the pulse of media trends today, which is exciting and interesting to students."
—Gang Han, SUNY Fredonia
"I adopted the third edition of Media Today and used it quite successfully last term. In my opinion it is, by far the best introduction to mass communication text on the market."
—Scott Weiss, St. Francis College
"The students found the book extremely useful for their future careers. They liked the fact that the information was up-to-date, easy to understand, and well-organized."
—Mihaela Popescu, California State University, San Bernardino
"What makes Media Today especially stand out is the extra attention to the dynamics of the ever-changing media industries. Joseph Turow's book offers a nuanced, comprehensive, and accessible treatment of how economic incentives and current trends in media matter for us and our democracy."
—Matt McAllister, Pennsylvania State University
A Visual Tour of Media Today
To the Student
Understanding the Nature of Mass Media
1 Understanding Mass Media and the Importance of Media Literacy
2 Making Sense of the Media Business
3 Formal and Informal Controls on Media Content: Government Regulation, Self-Regulation, and Ethics
4 Making Sense of Research on Media Effects and Media Culture
Media Giants and Cross-Media Activities
5 A World of Blurred Media Boundaries
6 Understanding the Strategies of Media Giants
The Print Media
7 The Book Industry
8 The Newspaper Industry
9 The Magazine Industry
The Electronic Media
10 The Recording Industry
11 The Radio Industry
12 The Motion Picture Industry
13 The Television Industry
14 The Internet and Video Game Industries
Advertising and Public Relations
15 The Advertising Industry
16 The Public Relations Industry
Joseph Turow is Robert Lewis Shayon Professor of Communication at the University of Pennsylvania’s Annenberg School for Communication. A former Chair of the Mass Communication Division of the International Communication Association, he has authored eight books, edited five books, and written more than 100 articles on mass media industries.