Introduction to Mass Communication

by Jay Black and Jennings Bryant

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• Format: Hardcover
• Language: English
• ISBN: 0697085899
• ISBN13: 9780697085894
• Release Date: September 1991
• Publisher: Brown & Benchmark
• Length: 664 Pages
• Weight: 2600.00 lbs.

Customer Reviews

A Concise Overview of Mass Communication

Let me present some highlights that will give you a sense of how the book is put together, and you will be able to see some exerpts. Mass communication is the means whereby mass produced messages are transmitted to large anonymous and heterogeneous masses of receivers. Communication and Audiences Communication is on the speaker and the speaker determines what the audiences feed back is. The communicator that is getting a point across is suppose to have a particular topic ready that is geared towards the audience. If the audience finds the speech interesting and agreeable they will notion that by clapping, nodding, and or smiling. Print media Newspapers Newspapers generally concentrates on history, current events and future things that might go on or in affect. Most papers have been limited to specific geographic areas that inform them on what's going on in those areas. There are eight eras of the American press considered they include the colonial press, revolutionary press, political press, penny press, personal editor press, yellow journalism, jazz journalism, and the present age of consolidation. Most newspapers are owned by chains and make up to thirds of the paper. The paper is just one outlet of communication that tries to exercise freedom. Magazine Magazines have usually been used to stress the radical changes caused by television in magazine publishing. Magazines have survived through television by specializing and appealing to smaller and more selective audiences. But as a result, those that don't consider these facts will and have failed. Electronic media This chapter points out the advent of television and radio which has become more popular and more of a demand it has proven to more covenant. During the depression many people became really fond of the radio systems. Some people feel that radio should be publicly owned. This is also a better advertisement for many businesses since lots of people spend plenty of time in their cars and if not having a radio is a lot cheaper than capable these days. Television There are several different developments of television, which includes commercials, network television, independent and non independent, local television and also networks. This particular part of mass communication is growing at a rapid pass. The New Electronics Recently in time new electronics have came about. These new things include satellite, interactive two way television, videodiscs, cell phones and computers. Persuasive media This chapter deals with public relations and advertising. This also deals with how persuade over the media. Advertising deals with time and space paid for by an identified sponsor who is promoting ideas, goods, or services. This provides economic foundation for most of the mass media so that I addition to its persuasive function it keeps the fire burning for mass communications. The ways it differs from public relations isn't very

Excellent Historical Overview

Professors Black and Whitney provide an excellent overview of the early development of the various media outlets. Chapters are devoted to various media delivery systems. The book is easy to read and clearly documented. Since it is largely historical in nature most of its content is still valid. Illustrations add to its effectiveness.I have used this book in courses I've taught and have found it to be a good choice for introductory classes. Chapter summaries aid in focusing on the key points. I recommend the book for anyone interested in knowing more about the evolution of media and its audiences.