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  SPECIFICATION
MEDIA IN YOUR LIFE: AN INTRODUCTION TO MASS COMMUNICATIO
Author: FOLKERTS
ISBN: 8131701751
Year: 2006
Publisher: PEARSON EDUCATION ASIA
Category: JOURNALISM / MASS COMMUNICATION/ MEDIA
Edition: 3
Format: Paperback
Language: English
Pages: 475
 ABOUT THE TITLE
Explores the social historical economic and technological implications of the media in our culture and how to use the media effectively in our lives. Written by two highly regarded scholars and teachers this text helps students develop a system-wide view of the interacting social historical economic and technological forces at work in today s rapidly evolving mass media. Too often mass communication texts rely only on popular publications or on academic research. Folkerts and Lacy believe that all forms of scholarship provide insight into mass communication. In this text they have combined the concrete practice of journalism with empirical research enabling students to comprehend the impact of the dynamic media that are an integral part of our lives today. Folkerts and Lacy guide students through today s whirlwind of mass communication by providing them with the information and critical thinking skills necessary to consider objectively the media and its roles in their lives. Students are challenged to look at their own use of the media and to observe patterns they see in media industries personalities structures and market trends in order to become more informed media consumers.
Salient Features:
• Media Convergence: As the first introduction to mass communication text to place a strong emphasis on media convergence both in sections throughout the book as well as in the “Media Convergence” boxes that appear in most chapters this text provides students with a thorough understanding of the forces that exist in today s media environment.
• Social and Cultural Effects: “Cultural Impact” boxes highlight the ways in which the media influence and represent American culture both positively and negatively. “Global Impact” boxes provide a macro-perspective on the influence and availability of the media throughout the world. “Profiles” spotlight prominent media figures with miniature case studies of their careers.
• Historical Context: Chapter-overview sections on “Media in American Life” along with “Dateline” continuums and in-chapter discussions offer students one of the strongest discussions of the history of the mass media available.
• Economic Issues: Special sections on “Today s Market Structure” outline economic issues in which the media and the economy influence one another to help students understand the effects of economics on today s media culture.
• Technology: “Navigating the Web” sections show students how each of the different types of media is emerging on the Web and suggest ways to investigate media issues with Internet and World Wide Web resources (complete with URLs).
• Media in Your Life” activities ask students to evaluate their own media use as a key to the patterns trends and topics they find in each chapter.
• Student-oriented pedagogy (including helpful sidebars recaps glossary review questions critical thinking questions “Key
• Concept” marginal notations and references to media sources) aids students learning.
• New organization. The book s new division into three parts—Media Processes and Functions Media Industries and Media Issues strengthens its professional focus by beginning with mass communication functions.
• New chapter on journalism. Material has been gathered from the media chapters and presented as an integrated topic to give equal emphasis to three major mass communication functions: journalism advertising and public relations (Ch. 2).
• Focus on contemporary issues. More coverage is included on the trends in mass communication. A new feature called • Discussing Trends” encourages students to consider the impact of these trends on today s media.
Author:
JEAN FOLKERTS / STEPHEN LACY
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 TABLE OF CONTENTS
PART ONE: MEDIA PROCESSES AND FUNCTIONS 1
1. WE THE PEOPLE : MEDIA AND COMMUNICATION 1
2. JOURNALISM: INFORMATION AND SOCIETY 28
3. PUBLIC RELATIONS 56
4. ADVERTISING 86
PART TWO: MEDIA INDUSTRIES 112
5. BOOKS 112
6. NEWSPAPERS 134
7. MAGAZINES 162
8. THE MOVIES 188
9. RADIO 220
10. TELEVISION 248
11. MUSIC AND THE RECORDING INDUSTRY 284
12. COMPUTERS AND THE INTERNET 314
PART THREE: MEDIA ISSUES 340
13. ETHICS 340
14. REGULATION 366
15. MASS COMMUNICATION RESEARCH: FROM CONTENT TO EFFECTS 398
REFERENCES 431
GLOSSARY 445
INDEX 453
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