The Evolution of Media

by Noll, Michael A.

• ISBN13: 9780742554825
• ISBN10: 0742554821
• Format: Paperback
• Copyright: 2006-12-20
• Publisher: Rowman & Littlefield Publishers

Summary

A concise introduction to the evolution of communication media, The Evolution of Media is unique in that it treats both mass media and interpersonal media. The first part of the book describes the history and development of media technology. The second and third parts develop a taxonomy for media and compare their technological requirements, applications, and other significant elements. The last section presents a simple methodology to help predict the success of new media products and services. This book is a useful supplement for foundational courses in mass communication and communication history, as well as a primer for anyone interested in the big picture of communication media.

Author Biography

A. Michael Noll is emeritus professor of communications at the Annenberg School for Communication at the University of Southern California and director of technology research at the Columbia Institute for Tele-Information

Table of Contents

Preface	p. ix
Introduction	p. 1
Understanding Communication Media	p. 13
The Written Word: From Printing to the Internet	p. 15
The World of Audio	p. 25
Still and Moving Images	p. 40
Comparing Media	p. 55
A Taxonomy of Communication Media	p. 57
The Modality, Purpose, and Interactivity of Communication	p. 65
Technology	p. 73
Consumer Perspectives	p. 82
Media Comparisons	p. 90
Bandwidth	p. 96
Analyzing Media	p. 101
Services	p. 103
Computer Communication	p. 110
Content and Conduits	p. 121
Enhancements	p. 128
Convergence	p. 136
Industry Structure	p. 144
Thinking Strategically	p. 151
Five Factors for Shaping the Future	p. 153
Historical Perspectives	p. 160
Using the Five Factors	p. 165
Technology Tutorial	p. 171
Bibliography	p. 189
Index	p. 193
About the Author	p. 203
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