This up-to-date, reader-friendly presentation of the 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 excites students as they explore the ever-changing subject of mass communication. This updated edition retains the emphasis on the challenges of today's media while building on its extensive coverage of media history, effects, and culture. The coverage of media literacy, an underlying theme since the first edition, has been enhanced with a new feature. The three-part organization--the media, media messages, and media issues--has been strengthened by the addition of a totally new chapter on entertainment to balance the coverage of other types of media messages. New and Notable Features Updated content includes: coverage of the 2004 presidential election; recent changes in the national radio scene; new newspaper products; the emergence of blogging; and the gangsta lit genre. New chapter-opening vignettes now include Rupert Murdoch, Howard Stern, and, Jerry Bruckheimer. A new chapter, " Entertainment, " in the Mass Messages section, explains how entertainment is an integral part of today's mass messages conveyed through all the mass media A new feature, " Sharpening Your Media Skills, " provides critical thinking questions to encourage students to analyze media issues to help broaden their understanding of media literacy The text and photo program has been thoroughly updated with the latest examples and information on media trends, challenges, concepts, personalities, and issues. Praise for "The Media of MassCommunication"
" This is one of the best mass communication text books ever published. I am impressed by the focus on history, comprehensive coverage of key terms, models, issues and trends. And I also enjoy the visual dimension of this textbook. It is readable for students who don't enjoy reading!"
"Reed Markham, Salt Lake Community College"
" This text's biggest strength continues to be its culture-orientated approach to mass media. The writing is clear and lively. The many short features boxes work well with students. The visual images are current... even the pedagogy is excellent."
"Linda J. Lumsden, Western Kentucky University"
" Vivian's "Media of Mass Communication" is a solid textbook. It is current, thorough, accurate and well-written. It covers the essential topics in a readable style... .I have used Vivian in the past and will continue to do so in the future."
"Timothy Boudreau, Central Michigan University"
