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Media in Your Life, The: An Introduction to Mass Communication, 3/E
Jean Folkerts, University of North Carolina at Chapel Hill
Stephen Lacy, Michigan State University

ISBN-10: 0205387012
ISBN-13:  9780205387014

Publisher:  Pearson
Copyright:  2004
Format:  Paper; 512 pp
Published:  06/03/2003


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Description

Explores the social, historical, economic, and technological implications of the media in our culture and how to use the media effectively in our lives.

Written by two highly regarded scholars and teachers, this text helps students develop a system-wide view of the interacting social, historical, economic, and technological forces at work in today's rapidly evolving mass media. Too often, mass communication texts rely only on popular publications or on academic research. Folkerts and Lacy believe that all forms of scholarship provide insight into mass communication. In this 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 students 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. Students 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.


Features

  • Media Convergence: As the first introduction to mass communication text to place a strong emphasis on media convergence, both in sections throughout the book as well as in the “Media Convergence” boxes that appear in most chapters, this text provides students with a thorough understanding of the forces that exist in today's media environment.
  • Social and Cultural Effects: “Cultural Impact” boxes highlight the ways in which the media influence and represent American culture, both positively and negatively. “Global Impact” boxes provide a macro-perspective on the influence and availability of the media throughout the world. “Profiles” spotlight prominent media figures with miniature case studies of their careers.
  • Historical Context: Chapter-overview sections on “Media in American Life” along with “Dateline” continuums and in-chapter discussions offer students one of the strongest discussions of the history of the mass media available.
  • Economic Issues: Special sections on “Today's Market Structure” outline economic issues in which the media and the economy influence one another to help students understand the effects of economics on today's media culture.
  • Technology: “Navigating the Web” sections show students how each of the different types of media is emerging on the Web and suggest ways to investigate media issues with Internet and World Wide Web resources (complete with URLs).
  • “Media in Your Life” activities ask students to evaluate their own media use as a key to the patterns, trends, and topics they find in each chapter.
  • Student-oriented pedagogy (including helpful sidebars, recaps, glossary, review questions, critical thinking questions, “Key Concept” marginal notations, and references to media sources) aids students' learning.


New To This Edition

  • New organization. The book's new division into three parts—Media Processes and Functions, Media Industries, and Media Issues strengthens its professional focus by beginning with mass communication functions.
  • New chapter on journalism. Material has been gathered from the media chapters and presented as an integrated topic to give equal emphasis to three major mass communication functions: journalism, advertising, and public relations (Ch. 2).
  • Focus on contemporary issues. More coverage is included on the trends in mass communication. A new feature called “Discussing Trends” encourages students to consider the impact of these trends on today's media.


Table of Contents

I. MEDIA PROCESSES AND FUNCTIONS.

1. We the People: Media and Communication.

How Do People Communicate?

Evolution of Mass Media in the United States.

Media System in the United States.

Use and Functions of Media In The Marketplace.

Converging Technologies: Whom Do You Trust on the Internet?

Cultural Impact: Power to the People.

Profile: Marshall McLuhan.

2. Journalism: Information and Society.

Journalism in American Life.

Broadcast Journalism and Changing Styles.

Objectivity and Storytelling.

Today's Market Structure.

Audience Demand in Newspaper Markets.

Supplying the Audience's Demand.

International Journalism.

Trends.

Profile: Edward R. Murrow.

Media Convergence: Covering Politics, Campaign, and Elections.

Global impact: Journalists at Risk.

3. Public Relations.

Public Relations in American Life.

Information and Persuasion.

Internal Public Relations.

Social and Cultural Impact.

Demand for Public Relations.

Supplying the Demand for Public Relations.

Trends.

Profile: Edward Bernays.

Cultural Impact: The Greening of PR.

Media Convergence: Web, Satellite, and Downlinks.

Global Impact: The Disney Song “It's a Small World After All.”

4. Advertising.

Advertising in American Life.

Cultural and Political Impact of Advertising.

Structure of Advertising and Demand.

Supplying the Demand for Advertising.

Trends.

Cultural Impact: Rap and Advertising: Where Culture Goes, Advertising Follows.

Profile: Leo Burnett.

Media Convergence: Tracing You to Sell Ads.

II. MEDIA INDUSTRIES.

5. Books.

Growth of Literary Culture.

Books in American Life.

Today's Market Structure.

Audience Demand in Book Publishing Markets.

Supplying the Audience's Demand.

Trends.

Cultural Impact : How the Critics Review African-American Writers.

Converging Technologies: Multimedia Packages.

Profile: Stephen King.

6. Newspapers.

Newspapers in American Life.

Today's Market Structure.

Audience Demand in Newspaper Markets.

Supplying the Audience's Demand.

Trends.

Media Convergence: Health News on the Internet.

Profile: Nelson Poynter.

Cultural Impact: Commitment Ceremonies in the News.

7. Magazines.

Magazines in American Life.

Today's Market Structure.

Audience Demand in Magazine Markets.

Supplying the Audience's Demand.

Trends.

Cultural Impact: Teen Magazines.

Global Impact: International Distribution of Magazine Content.

8. The Movies.

Film in American Life.

Cultural and Political Development.

Today's Market Structure.

Audience Demand in Movie Markets.

Supplying the Audience's Demand.

Supplying the International Market.

Trends.

Media Convergence: DVD Delivers.

Cultural Impact: Sequels Dominate the Summers.

Global Impact: Where Is Hollywood?

Profile: Jodie Foster.

9. Radio.

Radio in American Life.

Today's Market Structure.

Audience Demand in Radio Markets.

Supplying the Audience's Demand.

International Radio.

Trends.

Global Impact: NPR Heard Around the World.

Cultural Impact: Who Decides What We Hear.

Profile: Garrison Keillor.

10. Television.

Television in American Life.

Today's Market Structure.

Audience Demand in Television Markets.

Supplying the Audience Demand.

Supplying the Advertising Market.

Television and the International Market

Trends.

Media Convergence: We're Digital. Now What?

Cultural Impact: We Are Family: Ozzie and Harriet to Homer and Marge.

Profile: Bill Cosby.

11. Music and the Recording Industry.

Printed and Recorded Music in American Life.

Social and Cultural Impact.

The Recording Industry.

Today's Market Structure.

Audience Demand in Recording Markets.

Supplying the Audience's Demand.

Trends.

Media Convergence: Who Will Control the Music and Make a Profit?

Cultural Impact: MTV: Making Money and Influencing Culture Around the World.

Profile: Janis Joplin.

12. Computers and the Internet Highway.

Computers in American Life.

Computers and Communication.

Today's Market Structure.

Audience Demand in Computer Markets.

Supplying the Audience's Demand.

Trends.

Cultural Impact: Gaming.

Global Impact: Taboo Surfing.

III. MEDIA ISSUES.

13. Ethics.

Ethics in American Life.

Classical Ethics in a Modern Society.

Political and Economic Demand for Ethical Behavior.

Supplying Ethical Standards.

Ethical Situations and Dilemmas.

Trends.

Media Convergence: Tailwind Leaves a Foul Smell.

Cultural Impact: Pass the Couvoisier.

The Ethics of PR and Media.

14. Regulation.

Regulation in American Life.

Types of Media Regulation.

The Threat of Regulation.

Gaining Access to Journalists' Information.

Trends.

Global Impact: Driving Toward Democracy on the Information Highway: Ther Internet and China.

Media Convergence: Regulation in a World Without Boundaries.

Cultural Impact: Teach Your Children Well: Schools and the First Amendment.

Profile: Michael K. Powell.

15. Mass Communication Research: From Content to Effects.

Defining Mass Communication Research.

Mass Communication Research in American Life.

Mass Media Effects: Continuing Issues in Media Effects.

Cultural Studies Today.

Uses of Media.

Influences on Content.

Ideology.

Trends.

Media Convergence: Measuring Media Use.

Cultural Impact: The War on Terrorism and Research.

Profile: Wilbur Schramm.



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Reviews

"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


Backcover Copy

What do reviewers have to say about Media in Your Life ?

“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

“l;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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©2004  |  Pearson  |  Website  |  Live
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