Widely praised for his ability to make learning interesting, the author excites readers 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.
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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
“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
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