Now Media : The Evolution of Electronic Communication book cover
4th Edition

Now Media
The Evolution of Electronic Communication

  • Available for pre-order. Item will ship after April 29, 2021
ISBN 9780367897215
April 29, 2021 Forthcoming by Routledge
336 Pages 218 B/W Illustrations

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Book Description

Now in its 4th edition, this book is one of the industry’s leading texts on the evolution of electronic mass communication in the last century.

Now Media, 4th edition (formerly Electronic Media) provides a synopsis of the beginnings of electronic media in broadcasting and the subsequent advancements into digital media. Each chapter is organized chronologically, starting with the electronic media of the past, then moving to the media of today, and finally, exploring the possibilities for the media of the future. Topics discussed include the rise of social media, uses of personal communication devices, the film industry, and digital advertising. Focusing on innovations that laid the groundwork for modern day television and radio and for the development of the Internet and social media, the book offers a comprehensive overview of the world of communication technology. New to the 4th edition is a chapter on virtual reality technology, as well as a discussion of the impacts of the 2020 Covid-19 pandemic on media consumption habits.

This book remains a key text and trusted resource for students and scholars of digital mass communication and communications history alike.

The book also features a companion website with updated instructor materials, including PowerPoint slides and test banks. 

Table of Contents



Chapter 1. Opting in to ‘Now’ Media

Chapter 2. From Marconi to Mobile Listening.

Chapter 3. Television: From Analog to Digital to 8k.

Chapter 4. Radio and Television Programs and Programming

Chapter 5. Interconnected by the Internet Chapter 6. Social media: Private Conversations in Public Places Chapter 7 Digital Devices: Up Close, Personal and Customizable Chapter 8. XR: Inside of Media, Inside the Mind

Chapter 9. Advertising: From Clay Tablets to Digital Tablets Chapter 10. Audience Measurement: Who’s Listening, Who’s Watching, Who’s Surfing?

Chapter 11. The Business of Entertainment and Media Ownership

Chapter 12. Working Behind the Scenes in Media

Chapter 13. Feature Films: The Movies

Chapter 14. Personal and Social Influence of Media


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Norman J. Medoff, Ph.D., 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. He has been the recipient of a Fulbright Specialist Grant. In addition, he is a past president of the Broadcast Education Association.

Barbara K. Kaye (Ph.D., Florida State University) is Professor in the School of Journalism & Electronic Media at the University of Tennessee – Knoxville. Her research interests are in the areas of media effects and consumer uses of new communication technologies.  She examines how the emergence of the Internet, blogs, social media, and new television program delivery platforms influence political attitudes and how they have changed media use behavior. She also studies the uses and effects of profanity on broadcast and cable television programs. She has co-authored five textbooks, published more than 60 journal articles and book chapters and has taught in Italy and Austria.