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The Evolution of Media de Michaela Noll

The Evolution of Media

Autor Michaela Noll
en Limba Engleză Hardback – 19 dec 2006
A concise introduction to the evolution of communication media, past, present, and future, this book is unique in that it treats both mass media_radio, television, and print_and interpersonal media_telephony, computer communication, and new technologies. The first part of The Evolution of Media describes the history and development of media technology. The second and third parts of the book develop a taxonomy for media and compare their technological requirements, applications, and other significant elements. The fourth part presents a simple methodology to help predict the success of new media products and services, using sample analyses to illustrate the process. The Evolution of Media is a useful supplement for foundational courses in mass communication and communication history, as well as a primer for anyone interested in understanding the big picture of communication media.
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Specificații

ISBN-13: 9780742554818
ISBN-10: 0742554813
Pagini: 203
Dimensiuni: 156 x 237 x 22 mm
Greutate: 0.45 kg
Editura: Bloomsbury Publishing
Colecția Rowman & Littlefield Publishers
Locul publicării:New York, United States

Cuprins

Chapter 1 1 Introduction
Part 2 Part I: Understanding Communication Media
Chapter 3 2 The Written Word: From Printing to the Internet
Chapter 4 3 The World of Audio
Chapter 5 4 Still and Moving Images
Part 6 Part II: Comparing Media
Chapter 7 5 A Taxonomy of Communication Media
Chapter 8 6 The Modality, Purpose, and Interactivity of Communication
Chapter 9 7 Technology
Chapter 10 8 Consumer Perspectives
Chapter 11 9 Media Comparisons
Chapter 12 10 Bandwidth
Part 13 Part III: Analyzing Media
Chapter 14 11 Services
Chapter 15 12 Computer Communication
Chapter 16 13 Content and Conduits
Chapter 17 14 Enhancements
Chapter 18 15 Convergence
Chapter 19 16 Industry Structure
Part 20 Part IV: Thinking Strategically
Chapter 21 17 Five Factors for Shaping the Future
Chapter 22 18 Historical Perspectives
Chapter 23 19 Using the Five Factors
Chapter 24 Appendix: Technology Tutorial
Chapter 25 Bibliography

Recenzii

No better brief treatment of the subject of communication media exists than what Noll offers in these pages. Noll, a highly regarded expert, provides a sure-footed guide to what the student or concerned citizen needs to know about the technical base and rapidly changing nature of today's media systems. His five-factor model captures the strategic dimensions that need to be considered in evaluations of business choices and regulatory regimes for communication media.
The Evolution of Media demystifies the technology of communications-old and new. In his own clear style, avoiding hype and futurology, Michael Noll provides an understanding of the fundamental principles that are essential for all who study communication and media in the twenty-first century.
Clearly, this stimulating and thought-provoking offering-though small in length-is large in scope. I concur with the author on its dual purposes, evident in the informative treatment of media past, present, and future. Rich descriptions and explanations, plus illustrations, augment an excellent contribution to this literature in terms of content, organization, and readability. Also has a very interesting appendix (tech tutorial). Indeed, an expert's view!
Noll's book does nor lend itself well to comparisons becuse the focus is neither new media nor old but media evolution. As such, it is unique. Recommended.
A path-breaking and enormously suggestive study of communication media written by someone who uniquely understands and explains both the technologies involved and their social, cultural, and economic implications.