An Introduction to Mass Communication, 4th Edition
By Joseph Turow
Routledge – 2011 – 622 pages
Routledge – 2011 – 622 pages
Media Today puts students at the center of the profound changes in the twenty-first century media world – from digital convergence to media ownership – and gives them the skills to think critically about what these changes mean for the role of media in their lives.
Media Today, Fourth Edition is built around four key concepts:
Completely revised with updated examples, new case studies, and new online video resources, the 4th edition of Media Today connects the latest trends, debates, and technologies to the history of media, highlighting the impact and meaning of today's changes to the media landscape, especially how traditional industries have blurred together with digital convergence. Additional learning resources including a new set of online video resources, interactive quizzes, study resources, and instructor guides are available on the free companion website at: www.routledge.com/textbooks/mediatoday4e.
"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
"What makes Media Today especially stand out is the extra attention to the dynamics of the ever-changing media industries. Joe 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
"Media Today engages students and serves as a helpful guide to our new media-saturated world. The writing is lively and concise, and the colorful illustrations are full of zest. Turow’s dry wit engages students in a conversational narrative that prompts them to connect what they read to their own experience of contemporary media trends."—Edward M. Clift, Woodbury University
"Media Today skillfully weaves together all the core components needed for an introductory media course: basics of media literacy and criticism, details about a wide range of the most current media, and an uncommonly thorough integration of the functioning of media industries. Accessible and smart in its writing style and full of useful illustrations and tables, Media Today, is not only up-to-date in its information, but its perspective prepares the future of media studies."—Amanda Lotz, University of Michigan
I. Understanding the Nature of Mass Media 1. Understanding Mass Media and the Importance of Media Literacy 2. Making Sense of the Media Business 3. Controls on Media Content: Government Regulation, Self-Regulation, and Ethics 4. Making Sense of Research on Media Effects and Media Culture II. Media Giants and Cross-Media Activities 5. A World of Blurred Media Boundaries 6. Understanding the Strategies of Media Giants III. The Print Media 7. The Book Industry 8. The Newspaper Industry 9. The Magazine Industry IV. The Electronic Media 10. The Recording Industry 11. The Radio Industry 12. The Movie Industry 13. The Television Industry 14. The Internet and Video Game Industries V. Advertising and Public Relations 15. The Advertising Industry 16. The Public Relations Industry
Joseph Turow is Robert Lewis Shayon Professor of Communication and Associate Dean for Graduate Studies at the University of Pennsylvania's Annenberg School for Communication. Professor Turow is an elected Fellow of the International Communication Association and was presented with a Distinguished Scholar Award by the National Communication Assn. A 2005 New York Times Magazine article referred to Professor Turow as "probably the reigning academic expert on media fragmentation." He has authored nine books, edited five books, and written more than 100 articles on mass media industries.