Mass Media/Mass Culture: An Introduction (Mcgraw-Hill Series in Mass Communication)

This examination of mass communication and popular culture covers core topics, such as media history, industry operations, and business trends, in a way suitable for one-term courses. The book aims to be comprehensive, covering the main branches of the media - book publishing, the motion picture industry, radio broadcasting, television, and the music industry, as well as related industries - advertising, public relations, and political image-making, and media effects and ethics. The popular culture theme provides a framework for students to understand the relationship between mass media and culture, the influence each has on the other. Chapter 13, "The Selling of American Politics" examines the impact of the media on political campaigns. The history of mass media is integrated within all the media chapters (4-10), helping students see how the evolution of the media ran hand in hand with the cultural developments. The book includes coverage of topical issues of 1990-91, such as the impact of the Gulf War, new decisions in media law, and "The Simpsons". The book also offers new "Working in the Media" boxes, giving readers insights into the daily operations of the various media, as well as information on career opportunities. The book includes questions that encourage students to think critically about the impact of the media on their lives. Various software supplements and an instructor's manual are available.