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Media U - How the Need to Win Audiences Has Shaped Higher Education (Paperback)
Loot Price: R312
Discovery Miles 3 120
You Save: R514
(62%)
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Media U - How the Need to Win Audiences Has Shaped Higher Education (Paperback)
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List price R826
Loot Price R312
Discovery Miles 3 120
You Save R514 (62%)
Expected to ship within 9 - 15 working days
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Are homecoming games and freshman composition, Twitter feeds and
scholarly monographs really mortal enemies? Media U presents a
provocative rethinking of the development of American higher
education centered on the insight that universities are media
institutions. Tracing over a century of media history and the
academy, Mark Garrett Cooper and John Marx argue that the
fundamental goal of the American research university has been to
cultivate audiences and convince them of its value. Media U shows
how universities have appropriated new media technologies to convey
their message about higher education, the aims of research, and
campus life. The need to create an audience stamps each of the
university's steadily proliferating disciplines, shapes its
structure, and determines its division of labor. Cooper and Marx
examine how the research university has sought to inform publics
and convince them of its value to American society, from the rise
of football and Great Books programs in the early twentieth century
through a midcentury communications complex linking big science,
New Criticism, and design, from the co-option of 1960s student
activist media through the early-twenty-first-century reception of
MOOCs and the latest promises of technological disruption. The book
considers the ways in which universities have used media platforms
to reconcile national commitments to equal opportunity with
corporate capitalism as well as the vexed relationship of democracy
and hierarchy. By exploring how media engagement brought the
American university into being and continues to shape academic
labor, Media U presents essential questions and resources for
reimagining the university and confronting its future.
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