Now Media

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 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.