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  Communication and New Media: From Broadcast to Narrowcast (Paperback) By (author) John Harrison, By (author) Martin Hirst

  

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  Short Description for Communication and New MediaPresents a way of looking at media and mass communication. Drawing on the authors' professional experience, this book traces the history, development and theories of mass communication and the emergence of 'new media', offers theoretical frameworks about the media, and examines the economic organisation of media old and new.
  Full description

  • Publisher: OUP Australia and New Zealand
  • Published: 15 February 2007
  • Format: Paperback 439 pages
  • See: Full bibliographic data
  • Categories: Journalistic Style Guides | Communication Studies
  • ISBN 13: 9780195553550 ISBN 10: 0195553551
  • Sales rank: 16,737

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Full description for Communication and New Media

• A new approach Using a political economy approach, the authors argue the era of mass communication--of broadcast communication to mass audiences--is over. In the digital age, audiences have been atomised down to a single individual with a mobile phone--the message is narrowcast to the audience, which is composed of singular citizen-consumers. Comprehensive introduction to media and communications Traces the historical development from mass communication to new technologies Examines the economic organisation of media old and new Presents theoretical frameworks about the media Explores how 'new' media extends and eclipses 'old' media Focuses not only on industries and technologies but also on their social and political impacts Introduces the unique concept of the surveillance economy Delivers a strong focus on ethics, regulation and governance Accessible and relevant, with real-world examples Packed with features to help students learn, including examples, case studies, chapter objectives, key words and concepts Focused and sequential in themes An engaging and direct style of writing Real-life examples from new media practitioners about their transition to new technologies Examples and case studies based on real knowledge of how the communication industries work