The Evolution of Media

By (author) Michael A. Noll

Not available to order

Publication date:

19 December 2006

Length of book:

214 pages

Publisher

Rowman & Littlefield Publishers

ISBN-13: 9780742579286

A concise introduction to the evolution of communication media, past, present, and future, this book is unique in that it treats both mass media_radio, television, and print_and interpersonal media_telephony, computer communication, and new technologies. The first part of The Evolution of Media describes the history and development of media technology. The second and third parts of the book develop a taxonomy for media and compare their technological requirements, applications, and other significant elements. The fourth part presents a simple methodology to help predict the success of new media products and services, using sample analyses to illustrate the process. The Evolution of Media is a useful supplement for foundational courses in mass communication and communication history, as well as a primer for anyone interested in understanding the big picture of communication media.

Chapter 1 1 Introduction
Chapter 2
Chapter I: Understanding Communication Media
Chapter 3 2 The Written Word: From Printing to the Internet
Chapter 4 3 The World of Audio
Chapter 5 4 Still and Moving Images
Chapter 6
Chapter II: Comparing Media
Chapter 7 5 A Taxonomy of Communication Media
Chapter 8 6 The Modality, Purpose, and Interactivity of Communication
Chapter 9 7 Technology
Chapter 10 8 Consumer Perspectives
Chapter 11 9 Media Comparisons
Chapter 12 10 Bandwidth
Chapter 13
Chapter III: Analyzing Media
Chapter 14 11 Services
Chapter 15 12 Computer Communication
Chapter 16 13 Content and Conduits
Chapter 17 14 Enhancements
Chapter 18 15 Convergence
Chapter 19 16 Industry Structure
Chapter 20
Chapter IV: Thinking Strategically
Chapter 21 17 Five Factors for Shaping the Future
Chapter 22 18 Historical Perspectives
Chapter 23 19 Using the Five Factors
Chapter 24 Appendix: Technology Tutorial
Chapter 25 Bibliography

The Evolution of Media demystifies the technology of communications?old and new. In his own clear style, avoiding hype and futurology, Michael Noll provides an understanding of the fundamental principles that are essential for all who study communication and media in the twenty-first century....