Media Book

'The Media Book' is a comprehensive foundation text designed for today's students of media, communication and popular culture. Written by an international team of experienced scholars and teachers, it is designed to work within media and communication courses world-wide and to cover all the main topics which students will encounter during their course.Individual sections include: * Media theories: the main approaches to the study of media * Tools for studying the media: an exploration of how to study the media from several different perspectives * The moving image, exploring film, television and video * The media industries, how they are structured, and how they are changing in today's technological, economic and political environments * The study of popular culture: key concepts, key thinkers and how to apply them * Representations, identity and the media: the meaning-making process involved in media imagery and messages * Advertising and marketing: critical examination of the history and development of contemporary advertising, with an emphasis on web marketing * Interactive electronic media: how new technology is transforming the traditional mass media and creating new media form