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

Now Media
The Evolution of Electronic Communication

ISBN 9780367897215
Published April 29, 2021 by Routledge
448 Pages 218 B/W Illustrations

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Book Description

Now in its fourth 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, Fourth Edition (formerly Electronic Media: Then, Now, Later) provides a comprehensive view of the beginnings of electronic media in broadcasting and the subsequent advancements into ‘now’ 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 include the rise of social media, uses of personal communication devices, the film industry, and digital advertising, focusing along the way on innovations that laid the groundwork for ‘now’ television and radio and the Internet and social media. New to the fourth edition is a chapter on the amazing world of virtual reality technology, which has spawned a ‘now’ way of communicating with the world and becoming a part of video content, as well as a discussion of the impacts of the 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 communication history alike.

The new ‘now’ edition also features updated online instructor materials, including PowerPoint slides and test banks. Please visit to access these support materials.

Table of Contents



Chapter 1. Opting Into ‘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 a professor in 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 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 is a past president of the Broadcast Education Association. Currently he is co-director of the Advanced Media Laboratory where students create virtual reality and augmented reality projects and compete on the NAU Esports team.

Barbara K. Kaye (Ph.D., Florida State University) is a professor in the School of Journalism & Electronic Media at the University of Tennessee-Knoxville. Her research focuses on the influence of the Internet, blogs, social media, and other digital technologies on political viewpoints and how they have changed media use behavior and attitudes. She also studies the uses and effects of profanity on broadcast and cable television programs. She has co-authored five textbooks, published almost 80 journal articles and book chapters, and presented her research at 100 academic conferences. But closest to her heart is teaching abroad in Italy, Austria, and Taiwan.