Media Today

Media Today : Mass Communication in a Converging World

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"Turow’s Media Today: Mass Communication in a Converging World, now in its fifth edition, chooses [a] cutting-edge option. This is a student-friendly publication, offering aids such as definitions of key terms, colourful infographics, case studies and end-of-chapter review questions. There’s a companion website, too, and a password-protected website for instructors."—Philip Kemp, Times Higher Education

Media Today uses convergence as a lens that puts students at the center of the profound changes in the 21st century media world. Through the convergence lens they learn to think critically about the role of media today and what these changes mean for their lives presently and in the future. The book’s media systems approach helps students to look carefully at how media is created, distributed, and exhibited in the new world that the digital revolution has created. In this way,Media Today goes beyond the traditional mass communication textbook’s focus on consuming media, to give students an insider’s perspective on how media businesses operate. How exactly does Google profit from web searches? What will a magazine look like five years from now?

Informative and engaging, Media Today, Fifth Edition, is characterized by its focus on:

Convergence: In addition to separate chapters on the Internet and the Video Games industry, coverage of convergence and its impact is incorporated into every chapter.

Consumer Education: Media Literacy questions ask students to consider their roles as a media consumer and potential media creator.

Comprehensive Media Industry Coverage: Historical timelines in the print book and on the companion website track the development of each media industry, giving students an overview of a particular industry at a glance.

Contemporary, Student-friendly Examples: New culture and media boxes help students think about the impact of media industries on their own lives and globally.

Joseph Turow—who has been teaching Intro to Mass Communication for well over a decade—demonstrates the many ways that media convergence and the pervasiveness of the Internet have blurred distinctions between and among various media. From newspapers to video games or social networking to mobile platforms, Media Today prepares students to live in the digital world of media.
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Product details

  • Paperback | 445 pages
  • 222.25 x 285.75 x 19.05mm | 1,179.34g
  • English
  • New edition
  • 6th edition
  • 30 color images, 150 color halftones, 20 color line drawings and Adaptation of last edn
  • 1138928461
  • 9781138928466
  • 1,188,927

Table of contents

I. The Nature and Business of Media  1. Understanding Mass Media, Convergence, and the Importance of Media Literacy  2. Making Sense of Research on Media Effects and Media Culture  3. The Business of Media  4. Financing and Shaping the Media: Advertising, Public Relations, and Marketing Communications  5. Understanding Controls on Media Content: Government Regulation, Self-Regulation, and Ethics  II. The Media Industries  6. The Internet Industry  7. The Book Industry  8. The Newspaper Industry  9. The Magazine Industry  10. The Recording Industry  11. The Radio Industry  12. The Movie Industry  13. The Television Industry  14. The Video Game Industry
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Review quote

âMedia Today combines a thorough overview of each of the media industries with a conceptual model that helps students understand the common research, finance, production, distribution and exhibition processes all of the industries address in their own ways. By the end of the term, students are fluent in that conceptual terminology and consistently report that they have a much more sophisticated understanding of the trends and reports about media they see every day. It is a terrific book.â- Kathleen A. Hansen, Professor, University of Minnesota School of Journalism and Mass Communication"Media Today is well organized and sets a wonderful context for students to understand the industries. The structure is logical and better than any other intro text out there." - Amy Reynolds, Dean, College of Communication and Information, Kent State UniversityâThis is an extremely well organized guide to Media Studies." - Sophia Drakopoulou, Senior Lecturer in Media, Culture and Communications, Department of Media, Middlesex University LondonâTurowâs Media Today text is an outstanding introduction to the past, present, and future of ever-evolving media. The bookâs accessible overviews on modern media-related industries and its examples drawn from popular culture of many eras make this an invaluable resource for teachers and students of basic media courses.â- Jordan M. McClain, Assistant Teaching Professor of Communication, Drexel University"Media Today is an excellent textbook providing just the right balance between challenging theory and appropriate cases and examples that students can relate to.  In a media word changing at lightning speed this book manages to stay contemporary and present material in a way that captures the attention of my students". - Valerie Gannon, Lecturer in Advertising, Dublin Institute of TechnologyâOne of the strengths of Media Today is the application of mass comm theories to current situations. Students and faculty will find the book to be a well-rounded mass comm textbook. â- Nader Chaaban, Adjunct Professor of Communication, George Mason University.âMedia Today is one of the most comprehensive books on the market about media industriesâ- Gail Ramsey, Communication Lecturer, Montgomery County Community College"I really love this book. Iâve looked at many other books and this one is superior to all of them because it has just the right mixture of historical background and modern-day uses/implications/dilemmas.â- Dave Edwards, Communications Instructor, South Central College
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About Joseph Turow

Joseph Turow is Robert Lewis Shayon Professor of Communication at the University of Pennsylvaniaâs Annenberg School for Communication. A former Chair of the Mass Communication Division of the International Communication Association, he is the author of more than 150 articles and 10 books on media industries.
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