Now in its fifth 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 provides a comprehensive view of the development of media and the subsequent advancements into ‘now’ digital media. Each chapter is organized chronologically, starting with print, radio, and television, then moving to the ‘now media' of today, and finally exploring possibilities for the media of the future. Topics include the rise of social media, uses of personal communication devices, the film industry, virtual reality, digital advertising, and the innovations that laid the groundwork for ‘now media.' This fully updated fifth edition features new chapters on video games and the business of, and careers in, ‘now media.' Discussions on rapidly evolving ‘now media' stakeholders, such as influencers and YouTubers are included, and attention is paid to AI throughout the book.
This book remains a key text and trusted resource for students and scholars of digital mass communication and communication history alike.
By:
Norman J. Medoff,
Barbara K. Kaye
Imprint: Routledge
Country of Publication: United Kingdom
Edition: 5th edition
Dimensions:
Height: 280mm,
Width: 210mm,
Weight: 950g
ISBN: 9781032704326
ISBN 10: 1032704322
Pages: 414
Publication Date: 06 May 2025
Audience:
College/higher education
,
Professional and scholarly
,
Primary
,
Undergraduate
Format: Hardback
Publisher's Status: Forthcoming
Preface Acknowledgements Chapter One: Opting Into ‘Now’ Media Chapter Two: From Marconi to Mobile Listening Chapter Three: Television: From Analog to Digital to 8K Chapter Four: Radio and Television Programs and Programming Chapter Five: Interconnected by the Internet Chapter Six: Social Media: Private Conversations in Public Places Chapter Seven: Digital Devices: Up Close, Personal, and Customizable Chapter Eight: XR: Inside of Media, Inside the Mind Chapter Nine: Video Games: Innovation and Interactivity Chapter Ten: Feature Films: ‘The Movies’ Chapter Eleven: Advertising: From Clay Tablets to Digital Tablets Chapter Twelve: Audience Measurement: Who’s Listening, Who’s Watching, Who’s Surfing? Chapter Thirteen: How Now Media Work and Working in the Now Media Chapter Fourteen: Now Media and You Index
Norman J. Medoff, Ph.D., is professor emeritus 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. Recently he was co-director of the Advanced Media Laboratory where students create virtual and augmented reality projects and compete on the NAU Esports team. Barbara K. Kaye (Ph.D., Florida State University) is professor in the School of Journalism & Media at the University of Tennessee-Knoxville. Her research focuses on the influence of digital content on media use and attitudes. She also studies the uses and effects of profanity on television programs. She has co-authored three textbooks, published 85 journal articles and book chapters, and presented her research at 110 academic conferences. But closest to her heart is teaching abroad in Italy, Austria, and Taiwan.
