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Now Media: The Evolution of Electronic Communication

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Now in its fourth edition, this book is one of the leading texts on the evolution of electronic mass communication in the last century, giving students a clear understanding of how the media of yesterday shaped the media world of today.

Now Media, Fourth Edition (formerly Electronic Media: Then, Now, Later) provides a comprehensive view of the beginnings of electronic media in broadcasting and the subsequent advancements into ‘now’ digital media. Each chapter is organized chronologically, starting with the electronic media of the past, then moving to the media of today, and finally, exploring the possibilities for the media of the future. Topics include the rise of social media, uses of personal communication devices, the film industry, and digital advertising, focusing along the way on innovations that laid the groundwork for ‘now’ television and radio and the Internet and social media. New to the fourth edition is a chapter on the amazing world of virtual reality technology, which has spawned a ‘now’ way of communicating with the world and becoming a part of video content, as well as a discussion of the impacts of the COVID-19 pandemic on media consumption habits.

This book remains a key text and trusted resource for students and scholars of digital mass communication and communication history alike.

The new ‘now’ edition also features updated online instructor materials, including PowerPoint slides and test banks. Please visit www.routledge.com/cw/medoff to access these support materials.

Editorial Reviews

About the Author

Norman J. Medoff, Ph.D., is a professor in the School of Communication at Northern Arizona University. He has taught and served as an administrator at three different universities, produced numerous television and corporate video projects, and overseen the productions of many students. Dr. Medoff has authored articles in scholarly journals as well as trade and consumer magazines. He has also written textbooks on the Internet and mass media, television production, and electronic media. He is a past president of the Broadcast Education Association. Currently he is co-director of the Advanced Media Laboratory where students create virtual reality and augmented reality projects and compete on the NAU Esports team.

Barbara K. Kaye (Ph.D., Florida State University) is a professor in the School of Journalism & Electronic Media at the University of Tennessee-Knoxville. Her research focuses on the influence of the Internet, blogs, social media, and other digital technologies on political viewpoints and how they have changed media use behavior and attitudes. She also studies the uses and effects of profanity on broadcast and cable television programs. She has co-authored five textbooks, published almost 80 journal articles and book chapters, and presented her research at 100 academic conferences. But closest to her heart is teaching abroad in Italy, Austria, and Taiwan.

Review:

3.5 out of 5

70.00% of customers are satisfied

5.0 out of 5 stars Textbook

B. · April 22, 2024

Needed of this book for class, it arrived quickly and in good condition.

2.0 out of 5 stars Adequate but annoying

E. · February 26, 2023

This is a generically-written, occasionally incorrect, textbook about the history, present and future of mass media distribution.The authors spend so much convincing you their “see it then-see it now-see it next” gimmick is valid, but they forget to include unifying principles. Want some analysis of the various rationales behind media regulation? You’re outta luck. But if you want an awkward transition from the advent of radio to facebook user behaviors, this is the perfect book for you.

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Now Media: The Evolution of Electronic Communication

4.3

BHD44159

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