This text emphasizes that media audiences can take more active roles as media consumers and have a deeper understanding of the influence the media have in both shaping and reflecting culture. Through this cultural perspective, students learn that audience members are as much a part of the mass communication process as are the media producers, technologies, and industries.
PART 1. LAYING THE GROUNDWORK 1. Mass Communication, Culture, and Mass Media 2. Media Literacy and Culture 3. The Internet and the World Wide Web: Changing the Paradigm PART II. MEDIA, MEDIA INDUSTRIES, AND MEDIA AUDIENCES 4. Books 5. Newspapers 6. Magazines 7. Film 8. Radio and Sound Recording 9. Television PART III. SUPPORTING INDUSTRIES 10. Public Relations 11. Advertising PART IV. MASS MEDIATED CULTURE IN THE INFORMATION AGE 12. Theories of Mass Communication 13. Mass Communication Research and Effects 14. Media Freedom, Regulation, and Ethics 15. Global Media Glossary References
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