Synopsis
This third edition retains its emphasis on the current challenges of media, while building upon its extensive coverage of media effects and media and culture.
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From the Back Cover
Some highlighted features of this edition include:
- New emphasis on the relevance of Visual Storytelling in today's media.
- Updated features provide readers with additional information about specialized topic areas:
- Opening vignettes use current issues to introduce the concepts to be discussed in each chapter.
- “Media People” boxes profile key figures in media industries;
- Full-page, visually-enhanced “Media Timelines” cast key development in the mass media in a graphic chronology and place media milestones in the larger social context.
- Global Emphasis throughout the text highlights media diversity and cultural issues for the reader to help foster a deeper understanding of media literacy in today’s global economy.
- Learning tools and enhanced pedagogy–including Learning Ahead goals; Study Preview; marginal glossary; Chapter Wrap-Up, Review Questions; lists of key concepts, terms and people; and Media Sources-helps the reader to understand central concepts.
- Flexible organization into three parts, The Mass Media, Mass Messages, and Mass Media Issues, allows the reader to examine different aspects of mass communication on their preferred schedule.
About the Author
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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