People make media, media takes up two-thirds of our waking hours,
media impacts our lives; it is critical to understand how the media
work and why, to grasp the global nature of communication, and to
assess media messages to attain media literacy.The Media of Mass
Communication, 11eteaches students to understand how the media work
and why. The material engages students as both consumers and
creators of mass media. Students explore the latest media economic,
technological, cultural and political shifts all in historical
context. They engage with the coverage of ongoing transformations
in mass media as analysts, examining the various ways in which
media impacts the world as they hone their media literacy skills.
Praised for its dynamic writing style, The Media of Mass
Communication, 11e helps students see why the media are in such a
tumultuous transition and provides tools for understanding the
reshaping of the entire media industry. Personalize
Learning-MyCommunicationLab for Mass Communication delivers proven
results in helping students succeed, provides engaging experiences
that personalize learning, and comes from a trusted partner with
educational expertise and a deep commitment to helping students and
instructors achieve their goals. With tools such as MediaShare (our
video upload and commenting tool), MyOutline, and self-assessments
in MyPersonalityProfile, MyCommunicationLab works with students and
instructors to personalize the learning experience and make it more
effective. Improve Skill Development and Application- Pedagogical
tools including Study Preview; Chapter Wrap-Up, Review Questions;
lists of key concepts, terms and people; and Media Sources help
students understand central concepts and prepare for the course.
Additional activities on MyCommunicationLab.com emphasize
skill-building and applications. Engage Students- Introductory
vignettes at the beginning of each chapter provide evocative
stories that illustrate important issues about the mass media and
provide colorful descriptions about people who contributed
significantly to the mass media. "Media People" boxes profile key
figures in media industries. New "Media Counterpoints" boxes
explore two sides of an issue, presenting the key arguments on
controversial topics and providing critical thinking questions
designed to help students determine their own positions on each
issue. Explore Examples of contemporary communication-New "Media
Tomorrow" boxesaddress the impact of new technologies on media as
well as the public's changing media consumption patterns. Topics
range from eyetracking tablet users' media access to the growth of
digital publications and governmental online access policies.
Emphasize Learning Outcomes-"Media Timelines" cast key development
in the mass media in a graphic chronology and place media
milestones in the larger social context. To help students establish
a greater framework for understanding how issues such as culture,
democracy, economy, and audience fragmentation in the media,
interact with each media industry differently and relate to media
literacy, each chapter concludes with a highly visual "Thematic
Summary." Understand Theory and Research - Students also can access
Pearson's MySearchLab where they can get extensive help on the
research process as well as access four databases of credible and
reliable source material (for details, please see
www.mysearchlab.com ). MySearchLab also contains an AutoCite
feature that assists students in the creation of a Works Cited
document (using APA, MLA, or Chi
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