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Electronic Media: Then, Now, and Later, by Norman J. Medoff, Barbara Kaye
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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.
- Sales Rank: #76230 in eBooks
- Published on: 2013-03-20
- Released on: 2013-03-20
- Format: Kindle eBook
Review
"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
About the Author
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.
Most helpful customer reviews
2 of 2 people found the following review helpful.
A textbook case of highway robbery
By thirty ought seven
You're probably buying this book because you HAVE to, not because you want to. As textbooks go, this is an excellent one and, were it not for the high resale value, a "keeper".
It's easy to read, yet chock-full of information. Particularly interesting and useful is the history behind the electronic media we all take for granted, such as cable TV and satellite radio.
Parts of this book are dated, however. For example, these excerpts about the Internet: "Jupiter Research predicts that wireless broadband households will outnumber wired (dial-up) households by the year 2004 ..." and "Netscape Navigator and Microsoft's Internet Explorer, the two most popular and widely used [browsers], fiercely compete for audience share." Uh, Firefox anybody?
And that brings me to the title of this review. For an increasingly out-of-date ***paperback*** textbook, the price is freakin' outrageous. When I purchased mine in January of 2009, the college bookstore was selling new ones for $124 and used/abused ones for about $20 less, making it one of the most pricey textbooks in the store. For a 101-level survey class!?
Hint hint: Buy used through Amazon or other online bookseller, which is what I did, and I saved over $100.
1 of 1 people found the following review helpful.
Thorough, scholarly, and well-written
By Amazon Customer
It would be difficult to be alive and even partially aware in the USA or any developed country right now and not experience how electronics and rapidly changing technology are shaping our lives. I'm one who was around when there was only radio and no TV, then black and white TV, and finally color TV, the snail-paced Commodore computers, personal Atari video games you could plug into that TV set, and then IBM computers with even 10 MB hard drives--a miracle! It has been a whirlwind of change, sometimes nearly shocking. Now with the explosion of handheld devices and the social media (Facebook, Twitter, You Tube) where's it all headed? Good question, and one that will affect us all.
This book could easily qualify as a doctoral thesis, but it is written far better than a lot of them, I'll wager. It is beautifully written, down to earth, reader-friendly for sure. Yet it is also impressively scholarly. If you would like to read about where we have been, where we are, and where we will be going with TV, handheld devices, etc.--at least the basic directions--here's your book. Filled with well-documented research and statistics, including websites to visit for more information, and the publisher's website where you can extend your reading even further, thorough chapter-by-chapter notes and a detailed index at the end, this book also includes useful lists of contents at the head of each chapter.
You get a history of electronic media overviews of radio, TV, cable, satellite, microwave, and internet. Also there is a behind-the-scenes look at broadcast media, including how advertising works. Ever wonder how ratings work? See pages 159 and following. And there is much more. The last two chapters look at the media from the viewer/user's perspective and provides guidelines for the user.
Finally there is a thoughtful look at the future and how this multitude of devices could very well be affects us soon.
This is an impressive and very well done work that is interesting, enjoyable and informative to read.
Highly recommended
1 of 1 people found the following review helpful.
Comprehensive! The history of electronic media, and how that history ties into our modern lives
By Sam I Am
There is an insane amount of information packed into the 306 pages of this book. One of the most important contributions these authors make is providing a concise history of the media - anyone over the age of forty is old enough to have this kind of basic knowledge in their heads because we were there. You can say 'Smile! You're on Candid Camera' and get an instant laugh from someone over the age of forty. The authors find a way to connect younger readers (the ones who will most likely be buying this as a textbook) with the history of media. Does it matter? Should a young person need to know the meaning of 'Smile! You're on Candid Camera?' Maybe. Or maybe not. But I would argue that cultural familiarity and an understanding of the history of media has a place in the education of young people.
This book offers a well-organized documentation of the history of media, the media world that existed before the internet, and the authors find ways to make the history of TV and radio broadcsting relevant to the www generation. The media world didn't start with the world wide web, and there was a world before CNN, but I was a bit disappointed with the chapter on the history of cable television. Some of us have always had cable TV in our homes (I never had cable, but I knew people who did, from the late 1960s onward) but the authors made cable TV seem like a 1980s phenomenon, and I felt as if the book focused too much on the regulatory details of cable TV history. The cultural importance of cable TV was disregarded completely, with no mention of the Z channel, for instance.
The chapter on programming is particularly interesting, and the authors start with Candid Camera and America's Funniest Home Videos, working their way through media history, explaining to readers how those early shows led into what is today an enormous market for reality television shows.
For those interested in media-based careers, the chapters on the nuts and bolts of how content gets made, sold, and distributed is particularly valuable. There is even an entire chapter devoted to audience management (i.e. ratings), explaining the history of companies like AC Nielsen and the relevance to present-day media.
Some of the text is a bit dull, but this wasn't intended to be a Nickelodeon Nick At Nite vintage TV companion book - this is a textbook intended for college-level media and telecommunications courses.
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