<strong>Arthur Asa Berger</strong> is professor emeritus of Broadcast and Electronic Communication Arts at San Francisco State University, where he taught between 1965 and 2003. He has been a visiting professor in Italy, Germany, Hong Kong and China and has lectured in more than a dozen countries. Berger is author of over one hundred articles and has authored or edited more than seventy five books on media, popular culture, social theory, humour and tourism. His books have been translated into nine languages. Among his recent books are <em>Seeing is Believing: An Introduction to Visual Communication</em>; <em>Understanding American Icons</em>; <em>Theorizing Tourism</em>; <em>Media and Communication Research Methods</em>; <em>Ads, Fads and Consumer Culture</em>; and <em>Shop 'Til You Drop</em>. He was elected to the University of Iowa School of Journalism and Mass Communication's Hall of Fame in 2009.
Comments on the first edition: Berger s book takes a complex and nuanced topicthe study of material cultureand pares it down to a manageable first approach.... Overall, the book presents a basic survey of several important theories and scholars that students should become familiar with when beginning to study material culture, and demonstrates a useful structure for a course syllabus. Journal of Folklore Research