Introduction to Mass Communication : Media Literacy and Culture, Updated Media Enhanced Edition by Baran, Stanley J.

ISBN 10: 0071287590    ISBN 13: 9780071287593

This text emphasizes that media audiences can take more active roles as media consumers and have a deeper understanding of the influence the media have in both shaping and reflecting culture. Through this cultural perspective, students learn that audience members are as much a part of the mass communication process as are the media producers, technologies, and industries.

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