With a strong emphasis on media convergence throughout, this book helps readers develop a system-wide view of the interacting social, historical, economic, and technological forces at work in today's rapidly evolving mass media. Written by two highly regarded scholars and teachers, this book goes beyond other textbooks to help readers understand where, how, and why they fit into the contemporary media environment. Too often, mass communication texts rely only on popular publications or on academic research. In this interactive 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 readers 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. For anyone interested in gaining knowledge of the media.
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Written by two highly-regarded scholars and teachers, this book goes beyond others on the market to help readers understand where, how, and why they fit into the contemporary media environment. Too often, mass communication relies only on popular publications or on academic research. Folkerts and Lacy believe that all forms of scholarship provide insight into mass communication.
Folkerts and Lacy guide the reader 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. Readers 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.
For anyone interested in mass media and mass communication.Review:
"The text's strengths... are on the emphasis on media history, convergence trends, and marketplaces. I also appreciate that the text is written at a sophisticated yet appropriate level for college students." — Kim Smith, Iowa State University
"The material covered is essential to the understanding of the current student in today's media culture." — Jeanne Rollberg, University of Arkansas- Little Rock
"Authors that forget that they are teachers and try too hard to pretend they're the students' friends don't do their content justice, nor do they model appropriate writing for students to emulate. Folkerts and Lacy don't fall into this trap; they present material credibly, appropriately, and yet readably." — Rebecca Lind, University of Illinois- Chicago
"The overall strengths of Media in Your Life are that it is exhaustively researched and attractively presented. The broad topic of mass media is effectively structured into an accessible format." — Randall K. Pugh, Montana State University- Billings
"The book's emphasis on knowledge students can use in navigating our complex culture is a major strength. Its organization is logical. It is well documented... It provides a solid summary of most significant media-related issues of the day." — William Lingle, Linfield College
"The authors have a good framework to present an overview of the structure and process of mass communication in the U.S. The text is visually appealing and will attract students' interest." — Elizabeth Perse, University of Delaware
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Book Description Allyn & Bacon, Incorporated. Paperback. Book Condition: Fair. Bookseller Inventory # G0205317820I5N00
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