Electronic Media: Then, Now, and Later, 2nd Edition (e-Book) book cover

Electronic Media

Then, Now, and Later, 2nd Edition

By Norman J. Medoff, Barbara Kaye


12 pages

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eBook (VitalSource) : 9780240815855
pub: 2013-03-20
from $28.98

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Electronic Media connects the traditional world of broadcasting with the contemporary universe of digital electronic media. It provides a synopsis of the beginnings of electronic media in broadcasting, and the subsequent advancements into digital media. Underlying the structure of the book is a "See It Then, See It Now, See It Later” approach that focuses on how past innovations lay the groundwork for changing trends in technology, providing the opportunity and demand for change in both broadcasting and digital media.

FYI and Zoom-In boxes point to further information, tying together the immediate and long-ranging issues surrounding electronic media. Career Tracks feature the experiences of industry experts and share tips in how to approach this challenging industry.

Check out the companion website at http://www.routledge.com/cw/medoff-9780240812564/ for materials for both students and instructors.


"I believe the strongest aspect of this [text] is its clarity. It is very easy to read, treats major points, and repeats concepts from chapter to chapter as appropriate. I believe that it would be very easy for students to follow and take notes from."--Justin P. West, Holyoke Community College

"The focus of this text is very good for a basic electronic media-type course. I particularly like the then, now, and future approach. It covers the basic concepts of such a class in a clear [and] organized way."--William J. Adams, Kansas State University

"The authors use appropriate language for an introductory survey class text. They provide simple, useful explanations and examples to enhance the understanding of some complex issues. Students will be able to easily read the text."--Douglas L. Sudoff, Northwest Missouri State University

"The writing style is very accessible to students. Even though I already knew the content, I found it interesting. Students will like reading this text."--John Chapin, Penn State University

"I liked the dispersal of the new technology information in each chapter as opposed to adding a new chapter with updated material in it. This material is more properly placed with its relevant topic that in a separate chapter."--Stewart Blakley, Brenau University

"The chapter on Audience Measurement and Sales has the best history of the ratings systems in any survey media book I have read in a teaching/professional career that dates back to 1954…"--Bennett Strange, Louisiana College

Table of Contents

Chapter 1 Tuning In to Electronic Media

Chapter 2 Radio

Chapter 3 Television

Chapter 4 Cable, Satellite, and Other Delivery Systems

Chapter 5 The Internet

Chapter 6 Programming

Chapter 7 Advertising

Chapter 8 Audience Measurement

Chapter 9 Business and Ownership

Chapter 10 Operating, Producing, and Distribution

Chapter 11 The Feature Film and Video Game Industries

Chapter 12 Regulation, Legal Issues, and Ethics

Chapter 13 Media Effects

Chapter 14 Personal/Social Media - The Future

About the Authors

Dr. Medoff is Director of the School of Communication at Northern Arizona University. He has taught and served as an administrator at three different universities, produced numerous television and corporate video projects, and has overseen the productions of many students. Dr. Medoff has authored articles in scholarly journals as well as trade and consumer magazines. He has also written textbooks on the Internet and mass media, television production, and electronic media. In addition, he has served as president of the Broadcast Education Association and has recently been the recipient of a Fulbright Specialist Grant.

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