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.
