This up-to-date, thoughtful, and reader-friendly presentation of the mass media, media messages, and media issues helps instructors “use the media to teach the media,” as they explore its excitement, complexity, and impact on our lives.
Widely praised for its ability to make learning interesting, Vivian excites students as they explore the ever-changing subject of mass communication. The text retains its emphasis on the challenges of media while building on its extensive coverage of media history, effects, and culture. Every chapter reflects the most current statistics, issues, and challenges facing the media today.
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John Vivian's academic home is Winona State University in Minnesota, where has taught a wide range of mass communication courses. He holds a Medill journalism degree from Northwestern University and earlier from Gonzaga University. He has done additional work at Marquette University and the University of Minnesota. As an undergrad Vivian worked for United Press International. Later he joined the Associated Press in four Western cities. His work has won numerous professional awards, including Minaret Awards as an Army Reservist. Vivian is a former national president of Text and Academic Authors. His The Media of Mass Communication has been the leading textbook in its field since the first edition. Judges for the TAA Texty Award gave the title the first perfect score in history. Vivian is at home in the scholarly and pedagogical journals of his field. With Alfred Lorenz, he co-authored News Reporting and Writing. Besides journalism, public relations and advertising, Vivian's academic focus is media law and history. He invites feedback from students and adopters at jvivian@winona.edu.
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