Published 2007
OVERVIEW
This book is intended as an introduction to the evolution of communication media—past, present, and future. The book is unique in that it treats both mass media (such as radio, television, print) and interpersonal media (such as telephony, computer communication, new technologies). The first part of the book describes various media, including their history, technology, and development. The second and third parts of the book develops a taxonomy for media and then compares the various media in such terms as technological requirements, applications, and other significant dimensions. The fourth part presents a simple methodology for assisting the prediction of the success of new media products and servcies.
The objectives of the book are to introduce readers to the wide variety of communication media and also help them understand how media differ and how they have evolved. The book ranges across media, including some of the earliest and the Internet, as the most recent. Media success and failures are analyzed to draw conclusions to help develop an understanding of future media.
MARKET NEED
Communication schools are defining the field of communication media in a much broader sense to include not only conventional mass media but also interpersonal media (such as the telephone system) and new communication technologies (such as the Internet and computers). This leading edge approach will create the need for introductory texts that reflect this new definition of the field of communication media.
Business people in various sections of the communication industry need a broader introduction and understanding of the totality of communication media, along with a broad means to compare different media. This will help them develop business plans and strategies. This book satisfies this need.
Contents
PREFACE
1. Introduction
PART ONE: Communication Media
2. The Written Word: From Printing to the Internet
3. The World of Audio
4. Still and Moving Images
PART TWO: Comparing Media
5. A Taxonomy of Communication Media
6. The Modality, Purpose, and Interactivity of Communication
7. Technology
8. Consumer Perspectives
9. Media Comparisons
10. Bandwidth
PART THREE: Analyzing Media
11. Services
12. Computer Communication
13. Content and Conduits
14. Enhancements
15. Convergence
16. Industry Structure
PART FOUR: Thinking Strategically
17. Five Factors for Shaping the Future
18. Historical Perspectives
19. Examples
APPENDIX: Technology Tutorial
Published in 2007 by Rowman & Littlefield, Publishers, Inc.
ISBN Paper 0-7425-5482-1 $27.95
ISBN Hard 0-7425-5481-3 $75.00