The Return of the Medium: Communication Theories from Early Newspapers to the Internet

 
9783659102615: The Return of the Medium: Communication Theories   from Early Newspapers to the Internet

In the early years of the Twentieth century, media were generally considered tools of communication with an enormous amount of power, but in recent years empirical research has changed public opinion in that regard. In particular, cultural studies research has demonstrated that individuals play an active role in relation to media messages. Now, however, there are signs of a rebirth of the traditional conception of media based on the idea that they are very powerful. The contemporary social context is different because it is dominated by the “personal medium” model. A model that allows for each individual’s specific interpretations and which therefore leads the role played by media to be considered weaker. In actual fact, media are experimenting with new ways of maintaining an important role in society. In particular, they are adopting the methods of the Web, directly connecting traditional and new media, screens and messages, individuals and cultures.

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About the Author:

Vanni Codeluppi is Professor of Sociology at the University of Modena and Reggio Emilia. His recent Italian books include Il biocapitalismo (2008), Tutti divi (2009), Persuasi e felici? (2010), Stanno uccidendo la tv (2011), Il potere della marca. Disney, McDonald’s, Nike e le altre (2012).

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Book Description LAP Lambert Academic Publishing, Germany, 2012. Paperback. Book Condition: New. Aufl.. 220 x 150 mm. Language: English . Brand New Book ***** Print on Demand *****.In the early years of the Twentieth century, media were generally considered tools of communication with an enormous amount of power, but in recent years empirical research has changed public opinion in that regard. In particular, cultural studies research has demonstrated that individuals play an active role in relation to media messages. Now, however, there are signs of a rebirth of the traditional conception of media based on the idea that they are very powerful. The contemporary social context is different because it is dominated by the personal medium model. A model that allows for each individual s specific interpretations and which therefore leads the role played by media to be considered weaker. In actual fact, media are experimenting with new ways of maintaining an important role in society. In particular, they are adopting the methods of the Web, directly connecting traditional and new media, screens and messages, individuals and cultures. Bookseller Inventory # AAV9783659102615

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Book Description LAP LAMBERT Academic Publishing. Paperback. Book Condition: New. Paperback. 120 pages. Dimensions: 8.7in. x 5.9in. x 0.3in.In the early years of the Twentieth century, media were generally considered tools of communication with an enormous amount of power, but in recent years empirical research has changed public opinion in that regard. In particular, cultural studies research has demonstrated that individuals play an active role in relation to media messages. Now, however, there are signs of a rebirth of the traditional conception of media based on the idea that they are very powerful. The contemporary social context is different because it is dominated by the personal medium model. A model that allows for each individuals specific interpretations and which therefore leads the role played by media to be considered weaker. In actual fact, media are experimenting with new ways of maintaining an important role in society. In particular, they are adopting the methods of the Web, directly connecting traditional and new media, screens and messages, individuals and cultures. This item ships from multiple locations. Your book may arrive from Roseburg,OR, La Vergne,TN. Paperback. Bookseller Inventory # 9783659102615

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Book Description Paperback. Book Condition: New. 152mm x 7mm x 229mm. Paperback. In the early years of the Twentieth century, media were generally considered tools of communication with an enormous amount of power, but in recent years empirical r.Shipping may be from our UK, US or Australian warehouse depending on stock availability. This item is printed on demand. 120 pages. 0.186. Bookseller Inventory # 9783659102615

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