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[...]... changing media environment Designed to supplement Media Today and enrich students’ understanding of key issues and controversies in twentyfirst-century media, Key Readings in Media Today presents works of media criticism drawn from the academic and popular press on each of the media industries profiled in Media Today This anthology can be packaged with Media Today or purchased separately xxv Media Today- FM(P4) :Media. .. the rest of Media Today Consider why you might argue with it and why you might agree with it—and what difference that might make in the way you approach the industry the quotation mentions as well as the media at large xxxii Media Today- FM(P4) :Media 7/4/08 10:04 PM Page 1 MEDIA TODAY Media Today( P4) Ch-01 :Media 7/3/08 4:14 PM Page 2 chapters 1 UNDERSTANDING MASS MEDIA AND THE IMPORTANCE OF MEDIA LITERACY... them so that they will become media literate citizens who are: ■ ■ ■ ■ xxii Knowledgeable about the influences that guide media organizations Up-to-date on political issues relating to the media Sensitive to the ethical dimensions of media activities Knowledgeable about scholarship regarding media effects Media Today- FM(P4) :Media 7/4/08 10:07 PM Page xxiii P R E F A C E Media Today encourages and develops... Author’s blog Media Today and Tomorrow connects the text to the latest issues in the media Media Today DVD Packaged with every copy of Media Today, the companion DVD includes audio and video examples keyed to each chapter of the book ■ ■ Historical clips—including early sound recordings, silent films, and television— provide rich context Excerpts from documentaries about the media produced by the Media Education... Foundation show students media literacy in action xxxi Media Today- FM(P4) :Media 7/4/08 10:07 PM Page xxxii To the Student I hope that you’ll find Media Today fun to read, helpful for understanding the media- saturated world around you, and (if you’re so inclined) useful for thinking about a future career in mass media More likely than not, you’ve grown up with all or at least most of the media we cover in... Cultural Studies 178 Using Media Research to Develop Media Literacy Skills 179 Where Do You Stand with Respect to Media Effects? 179 How to Make Sense of Discussions and Arguments About Media Effects 179 Part Two Media Giants and Cross -Media Activities Encouraging Controversy 216 Forcing New Models 217 Media Literacy: Taking a Critical View of Blurring Media Boundaries 218 Media Profile: Herbert Schiller... Facebook.com (Culture Today box, Chapter 6), digital television conversion (Culture Today box, Chapter 13), the rising tide of celebrity journalism (Culture Today box, Chapter 16), and much, much more New! Culture Today boxes: explore current, often controversial issues in today s media- rich environment Boxes encourage a media literacy approach by asking students to consider the role that mass media play in... outlines for each chapter, along with a set of slides for every figure in the text Regularly updated author blog Media Today and Tomorrow: suggests new lecture starters and classroom discussion topics pulled from today s media headlines Media Today Companion DVD Packaged with every copy of Media Today, the companion DVD includes audio and video examples keyed to each chapter of the book Historical clips—including... along the way Unique Insights Into Media Trends Chapter 5: A World of Blurred Media Boundaries is unique among introductory media texts, and introduces students to the general media environment by taking a close look at the six trends that are guiding today s media environment: ■ ■ ■ ■ ■ ■ Media fragmentation Audience segmentation Distribution of products across media boundaries Globalization Conglomeration... indus- xxi Media Today- FM(P4) :Media 7/4/08 10:07 PM Page xxii P R E F A C E tries without taking into account fundamental changes being wrought by websites, blogs, email, MP3 files, and multimedia streams Consequently, the reader will find that every chapter incorporates digital -media developments into the main flow of the material Chapter 1: Understanding Mass Media and the Importance of Media Literacy . future of media studies.” Amanda Lotz, University of Michigan MEDIA TODAY An INTRODUCTION to MASS COMMUNICATION 3rd Edition Media Today- FM(P4) :Media 7/4/08 10:06 PM Page i Media Today- FM(P4) :Media. 667 Index 669 vii Media Today- FM(P4) :Media 7/18/08 4:44 PM Page vii Media Today- FM(P4) :Media 7/17/08 8:47 PM Page viii Detailed Contents Part One Understanding the Nature of Mass Media ix 1 UNDERSTANDING. Mass Media Content 69 Financing Mass Media Content 71 Funding New Production 71 Funding When Production is Already Complete 72 Media Literacy and the Business of Media 74 Media Today- FM(P4):Media