This up-to-date, engaging presentation of the mass media helps readers use the media to teach the media and explore its excitement, complexity, and impact on our lives. Widely praised for his ability to make learning interesting, Vivian's story-telling style excites readers as they explore the ever-changing subject of mass communication. "The Media of Mass Communication "places a strong emphasis on the challenges of today's media while building on its extensive coverage of media history, effects, technology, and culture. The coverage of media literacy, at the core of Vivian's text since the first edition, has been enhanced with two new features that push students to think critically. The three part-organization-the media, media messages, and media issues-provides a framework for readers to understand the big picture behind today's media issues. "Media Technology" boxes demystify the techo-changes rampant in today's media; "Media People" boxes profile key figures in media industries; "Media Databank" boxes display media facts and data; "Media Timeline" boxes place key media events in historical perspective; "Media Online" boxes provide URLs for related Web sites. Media literacy, global mass media, media effects, radio, TV, film, books, newspapers, magazines, the Internet, media entertainment, media ethics, media law, public relations, advertising, Anyone interested in the media (movies, journalism, film, broadcasting, newspapers, books, etc.) or anyone interested in pursuing a career in those fields.