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The Manipulators: Facebook, Google, Twitter, and Big Tech's War on Conservatives
by Peter J. HassonFor better or for worse, Google and social media—&“Big Tech,&” collectively—have become the new public square. Unfortunately, this public square has a watchful referee standing behind them, ready and waiting to blow the whistle if they veer too far from the preferred narrative. Americans have given these companies enormous power to select the information they read, share and discuss with their neighbors and friends. We&’ve gotten so used to it, we forget to notice that Big Tech is sifting through the available information and narrowing—and prioritizing—our choices. What happens when that power is weaponized for political ends? Although Big Tech positioned itself initially as providing politically neutral platforms, the truth is that this is no longer the case—far from it. Daily Caller reporter Peter Hasson reveals in The Manipulators that Big Tech is using its huge financial and technological power to severely restrict access to conservative voices and ideas and to rig public debate in favor of America&’s political left wing. This happens in two ways: 1) By censoring and suppressing right-of-center voices and ideas, which restricts access to information that counters the progressive narrative 2) By purposefully amplifying left-wing voices and ideas, which creates the false impression that public consensus lines up with progressive orthodoxy.
The March of Days: Optimistic Realism through the Seasons of Life
by Patricia M. BoyerAlthough Patricia M. Boyer won a scholarship to McMaster University with the highest mathematics marks in Ontario and graduated at age 19, literature and languages were her specialty. She first worked as a public librarian, next as a secondary school teacher, then as a newspaper editor. A community leader in arts and theatre, Patricia was devoted to human rights action in her local community and around the world, church work, drama, the education of children with disabilities, and music. Each week she wrote a newspaper column inspired by episodes in the world around her, both local and global. She rewarded readers through articles infused with learning from literature, astute sensibility to human psychology, and balanced insights on the tragedies and comedies of life’s passing parade. Patricia Boyer summed up her approach to life as "optimistic realism". This collection of the best of her celebrated columns, organized through the twelve months of the year or "the march of days", includes reflections on seasonal celebrations, changing atmospheres of nature, and calendar milestones in the human cycle. A number of these concise yet poignant writings will move many readers with nostalgia as they evoke the happy events and tragic developments of the Sixties and Seventies. All of them, however, convey the wisdom of a woman whose message of optimistic realism endures like a timeless guide to living a satisfying life in the real world today.
The Market Power of Technology: Understanding the Second Gilded Age
by Mordecai KurzSince the 1980s, the United States has regressed to a level of economic inequality not seen since the Gilded Age in the late nineteenth century. At the same time, technological innovation has transformed society, and a core priority of public policy has been promoting innovation. What is the relationship between economic inequality and technological change?Mordecai Kurz develops a comprehensive integrated theory of the dynamics of market power and income inequality. He shows that technological innovations are not simply sources of growth and progress: they sow the seeds of market power. In a free market economy with intellectual property rights, firms’ control over technology enables them to expand, attain monopoly power, and earn exorbitant profits. Competition among innovators does not eliminate market power because technological competition is different from standard competition; it results in only one or two winners. Kurz provides a pioneering analysis grounded on quantifying technological market power and its effects on inequality, innovation, and economic growth. He outlines what causes market power to rise and fall and details its macroeconomic and distributional consequences.Kurz demonstrates that technological market power tends to rise, increasing inequality of income and wealth. Unchecked inequality threatens the foundations of democracy: public policy is the only counterbalancing force that can restrain corporate power, attain more egalitarian distribution of wealth, and make democracy compatible with capitalism. Presenting a new paradigm for understanding today’s vast inequalities, this book offers detailed proposals to redress them by restricting corporate mergers and acquisitions, reforming patent law, improving the balance of power in the labor market, increasing taxation, promoting upward mobility, and stabilizing the middle class.
The Marketplace of Attention: How Audiences Take Shape in a Digital Age (The\mit Press Ser.)
by James G. WebsterHow do media find an audience when there is an endless supply of content but a limited supply of public attention?Feature films, television shows, homemade videos, tweets, blogs, and breaking news: digital media offer an always-accessible, apparently inexhaustible supply of entertainment and information. Although choices seems endless, public attention is not. How do digital media find the audiences they need in an era of infinite choice? In The Marketplace of Attention, James Webster explains how audiences take shape in the digital age.Webster describes the factors that create audiences, including the preferences and habits of media users, the role of social networks, the resources and strategies of media providers, and the growing impact of media measures—from ratings to user recommendations. He incorporates these factors into one comprehensive framework: the marketplace of attention. In doing so, he shows that the marketplace works in ways that belie our greatest hopes and fears about digital media.Some observers claim that digital media empower a new participatory culture; others fear that digital media encourage users to retreat to isolated enclaves. Webster shows that public attention is at once diverse and concentrated—that users move across a variety of outlets, producing high levels of audience overlap. So although audiences are fragmented in ways that would astonish midcentury broadcasting executives, Webster argues that this doesn't signal polarization. He questions whether our preferences are immune from media influence, and he describes how our encounters with media might change our tastes. In the digital era's marketplace of attention, Webster claims, we typically encounter ideas that cut across our predispositions. In the process, we will remake the marketplace of ideas and reshape the twenty-first century public sphere.
The Markets for News: Enduring Structures in the Age of Business Model Disruptions (Disruptions)
by Helle SjøvaagIn the face of ongoing digitisation, The Markets for News examines how certain established economic features of the news industry have persisted and what makes them such stable frameworks for journalistic organisations. Drawing on an analysis of Scandinavian news industries, this text revises journalism’s economic foundations in the context of the algorithmically driven platform economy. Exploration of features such as journalism’s two-sided market model, the network effect of platforms, and chain ownership, leads to a discussion about how journalism faces disruption from the introduction of artificial intelligence in the production, dissemination, and sale of news. As journalism undergoes transformations due to revenue losses, this book recognises a return to certain enduring features of journalism’s organisational form, in particular the chain ownership form, that enables scale in adapting to platform logics and economics. This text serves as a basis for a theoretical discussion about strategic media management and critical political economy in the age of digital disruption. This is an insightful book for academics and researchers in the fields of journalism, media industries, media policy and, communication studies.
The Marvelous Clouds: Toward a Philosophy of Elemental Media
by John Durham PetersWhen we speak of clouds these days, it is as likely that we mean data clouds or network clouds as cumulus or stratus. In their sharing of the term, both kinds of clouds reveal an essential truth: that the natural world and the technological world are not so distinct. In The Marvelous Clouds, John Durham Peters argues that though we often think of media as environments, the reverse is just as true--environments are media. Peters defines media expansively as elements that compose the human world. Drawing from ideas implicit in media philosophy, Peters argues that media are more than carriers of messages: they are the very infrastructures combining nature and culture that allow human life to thrive. Through an encyclopedic array of examples from the oceans to the skies, The Marvelous Clouds reveals the long prehistory of so-called new media. Digital media, Peters argues, are an extension of early practices tied to the establishment of civilization such as mastering fire, building calendars, reading the stars, creating language, and establishing religions. New media do not take us into uncharted waters, but rather confront us with the deepest and oldest questions of society and ecology: how to manage the relations people have with themselves, others, and the natural world. A wide-ranging meditation on the many means we have employed to cope with the struggles of existence--from navigation to farming, meteorology to Google--The Marvelous Clouds shows how media lie at the very heart of our interactions with the world around us. Peters's book will not only change how we think about media but provide a new appreciation for the day-to-day foundations of life on earth that we so often take for granted.
The Mass Audience: Rediscovering the Dominant Model (Routledge Communication Series)
by James Webster Patricia F. PhalenIn the early 20th century, a new and distinctive concept of the audience rose to prominence. The audience was seen as a mass -- a large collection of people mostly unknown to one another -- that was unified through exposure to media. This construct offered a pragmatic way to map audiences that was relevant to industry, government, and social theorists. In a relatively short period of time, it became the dominant model for studying the audience. Today, it is so pervasive that most people simply take it for granted. Recently, media scholars have reopened inquiry into the meaning of "audience." They question the utility of the mass audience concept, characterizing it as insensitive to differences among audience members inescapably bound up with discredited notions of mass society, or serving only a narrow set of industrial interests. The authors of this volume find that these assertions are often false and unwarranted either by the historical record or by contemporary industry practice. Instead, they argue for a rediscovery of the dominant model by summarizing and critiquing the very considerable body of literature on audience behavior, and by demonstrating different ways of analyzing mass audiences. Further, they provide a framework for understanding the future of the audience in the new media environment, and suggest how the concept of mass audience can illuminate research on media effects, cultural studies, and media policy.
The Mass Media and Latino Politics: Studies of U.S. Media Content, Campaign Strategies and Survey Research: 1984-2004 (Routledge Communication Series)
by Federico Subervi-VelezThe Latin-American population has become a major force in American politics in recent years, with expanding influences in local, state, and national elections. The candidates in the 2004 campaign wooed Latino voters by speaking Spanish to Latino audiences and courting Latino groups and PACs. Recognizing the rising influence of the Latino population in the United States, Federico Subervi-Velez has put together this edited volume, examining various aspects of the Latino and media landscape, including media coverage in English- and Spanish-language media, campaigns, and survey research.
The Master Switch: The Rise and Fall of Information Empires
by Tim WuA secret history of the industrial wars behind the rise and fall of the 20th century's great information empires--Hollywood, the broadcast networks, and ATT--asking one big question: Could history repeat itself, with one giant entity taking control of American information?
The Materiality of Language: Gender, Politics, and the University
by David BleichA critique of male-dominated modes of language use, their roots in higher education, their effects, and their spill over into popular culture.David Bleich sees the human body, its affective life, social life, and political functions as belonging to the study of language. In The Materiality of Language, Bleich addresses the need to end centuries of limiting access to language and its many contexts of use. To recognize language as material and treat it as such, argues Bleich, is to remove restrictions to language access due to historic patterns of academic censorship and unfair gender practices. Language is understood as a key path in the formation of all social and political relations, and becomes available for study by all speakers, who may regulate it, change it, and make it flexible like other material things.“A potentially foundational text in an emergent field [of] language studies, whose work is to break up the monopoly Linguistics and Philosophy have had on the study of language. . . . The insight that the affective operation of language is elided in nearly all approaches to [language] acquisition is brilliant and astounding. . . . The analysis of subject creation as an affective process of recognizing and sharing the same affective state and language as the means for materializing affective states . . . is fascinating and persuasive. . . . One of the book’s distinctive features is the use of gender as a key normative analytical lens throughout. It would be difficult to exaggerate how rare this is among language thinkers, and how productive it is for the arguments here.” —Mary Louise Pratt, New York University“A powerful, first-rate book on a crucial topic. It offers a great interpretation of the sacralization and ascendancy of Latin as a language supporting what Bleich calls ‘an elite group of men.’ . . . This is a brilliant codebook to academic language and its coercions.” —Dale Bauer, University of Illinois/DESC>literary theory;semiotics;literary criticism;philosophy;language philosophy;philosophy of language;gender studies;social science;language studies;communication studies;language arts;language disciplines;gender;sex;language;rhetoric;academic language;colloquial language;language political aspects;language sex differences;language and genderLIT006000 LITERARY CRITICISM / Semiotics & TheoryPHI038000 PHILOSOPHY / LanguageSOC032000 SOCIAL SCIENCE / Gender StudiesLAN004000 LANGUAGE ARTS & DISCIPLINES / Communication Studies 9780253016508Well-Tempered Woodwinds: Friedrich von Huene and the Making of Early Music in a New WorldGeoffrey Burgess
The Materiality of Writing: A Trace Making Perspective (Routledge Studies in Multimodality)
by Christian Mosbæk Johannessen Theo van LeeuwenThis book examines the materiality of writing. It adopts a multimodal approach to argue that writing as we know it is only a small part of the myriad gestures we make, practices we engage in, and media we use in the process of trace-making. Taking a broad view of the act of writing, the volume features contributions from both established and up-and-coming scholars from around the world and incorporates a range of methodological and theoretical perspectives, from fields such as linguistics, philosophy, psychology of perception, design, and semiotics. This interdisciplinary framework allows readers to see the relationships between writing and other forms of "trace-making", including architectural drawings, graphic shapes, and commercial logos, and between writing and reading, with a number of illustrations highlighting the visual data used in the forms and studies discussed. The book also looks forward to the future, discussing digital media and new technology and their implications for trace-making. This pioneering volume will be of interest to scholars and researchers in multimodality, literacy, cognitive neuroscience, design theory, discourse analysis, and applied linguistics.
The Mathematical Theory of Communication
by Warren Weaver Claude E ShannonScientific knowledge grows at a phenomenal pace--but few books have had as lasting an impact or played as important a role in our modern world as The Mathematical Theory of Communication, published originally as a paper on communication theory more than fifty years ago. Republished in book form shortly thereafter, it has since gone through four hardcover and sixteen paperback printings. It is a revolutionary work, astounding in its foresight and contemporaneity. The University of Illinois Press is pleased and honored to issue this commemorative reprinting of a classic.
The Mathematical Theory of Semantic Communication (SpringerBriefs in Computer Science)
by Ping Zhang Kai NiuThis Open Access Book explores how classical information theory&’s focus on syntactic information has limited the further development of communication science. Recently, communication technologies that handle and transmit semantic information have gained widespread attention in academia. Semantic communication has paved new directions for the future of communication technology development, yet it lacks a general mathematical guiding theory. To address this challenge, this open access book constructs a theoretical framework for semantic information theory and provides a systematic exposition of the measurement system for semantic information and the theoretical limits of semantic communication. It serves as a professional reference for researchers in information and communication. The book begins by deeply analyzing the data characteristics of various information sources and the needs of downstream tasks to summarize and generalize the universal attribute of semantic information—synonymity and to define the synonymous mapping between semantic information and syntactic information. Stemming from this core concept, synonymous mapping, this book introduces the measures of semantic information. It then introduces a new mathematical tool, Synonymous Asymptotic Equipartition (AEP), to explore the mathematical properties of synonymous typical sequences and applies random coding and synonymous typical sequence decoding/encoding to prove the semantic lossless source coding theorem, semantic channel coding theorem, and semantic limited distortion source coding theorem. In addition, the semantic information measures in the continuous case are discussed and a new channel capacity formula of the band-limited Gaussian channel is obtained, which is an important extension of the classical channel capacity. The book is a valuable resource for researchers, academics, and professionals in the field of information and communication, particularly those interested in advancing the frontiers of semantic communication technology.
The Maverick: George Weidenfeld and the Golden Age of Publishing
by Thomas HardingBorn into a Jewish family in Vienna in 1919, George Weidenfeld fled to England in 1938 to escape the Nazi regime. There he began a career in publishing that would make him one of the most influential figures in the industry. Over the course of his long and illustrious career he championed some of the most important voices of the twentieth century, from Vladimir Nabokov, Mary McCarthy and Saul Bellow to Harold Wilson, Isaiah Berlin and Henry Kissinger.But what do we know about the man himself? Was he, as described by some, the 'greatest salesperson', 'the world's best networker', 'the publisher's publisher' and 'a great intellectual'? Was his lifelong effort to be the world's most famous host a cover for his desperate loneliness? Who, in fact, was the real George Weidenfeld and how did he rise so successfully within the ranks of London and New York society? Providing a full, unvarnished and at times difficult history of this complex man, this first biography of a titan of culture is also a story of resilience, determination and the power of ideas to shape history.
The Maxwell Leadership Bible: New International Version
by Thomas NelsonEvery believer is a person of influence. In the Maxwell Leadership Bible, leadership expert John C. Maxwell shows you the principles of leadership taught in God’s Word and how to use them. Whether you are an employee, a boss, a parent, or a neighbor, you are a person of influence in your part of the world. Throughout the pages of Scripture, John Maxwell has assembled the time-tested and irrefutable biblical principles of leadership to equip and encourage leaders with his signature approach, including the 21 Laws of Leadership, the 21 Qualities of a Leader, biographical profiles, and hundreds of notes.Features include:Now available in the NIV Comfort Print® typefaceOver 120 “Profiles in Leadership” lessons drawn from the people of the BibleHundreds of compelling short articles and notes on mentoring and influenceA complete reference index to the 21 Laws of Leadership and the 21 Qualities of a LeaderClear and readable 10-point print size
The Me, Without: A Year Exploring Habit, Healing, and Happiness
by Jacqueline RaposoA Main Selection of the One Spirit Book Club!"Raposo's engaging report on stripping life down will inspire readers looking for manageable tweaks to hectic living." — Publishers WeeklyAt the age of thirty-four, journalist Jacqueline Raposo finds herself sick, single, broke, and wandering in a fog. Despite decades of discipline, her chronic illness is getting worse. Despite hosting a radio show about dating, she hasn't been in love in years. And despite a successful writing career, she's deeply in debt. Weary of trying to solve her problems by adding things to her life, she attempts the opposite and subtracts some of her most constant habits — social media, shopping, sugar, and negative thoughts — for periods of thirty to ninety days over the course of one year.In this intimately curated search for self-improvement (a quest that readers can easily personalize for themselves), Raposo confesses to the sometimes violent and profound shifts in her social interactions, physical health, and sense of self-worth. With the input of doctors, psychologists, STEM experts, and other professionals, she offers fascinating insights into how and why our brains and bodies react as they do to our habits. She also sheds light on the impact of our everyday choices on our mental state. Part memoir, part case study, this book offers you an inspiring example of how to forge your own journey, expose your wounds, and help yourself heal. "No cheesy self-help here, The Me, Without is sharply written and massively relatable. Raposo packs a powerful message into an emotional and entertaining read." — Kaia Roman, author of The Joy Plan"Jacqueline is able to make me chuckle with one sentence and then have a deep introspective moment in the next. Her openness and honesty is truly amazing. If you have been looking to examine your relationship with the world, this is the book for you!" — Travis McElroy, host of the podcasts My Brother, My Brother, and Me and The Adventure Zone"So many of us live in terror of deprivation, whether it's tangible, edible, social, physical, financial, or emotional, because we are terrified of what we'll see when we're stripped bare. In Jacqueline Raposo's brave, rigorous, and vulnerable exploration of what it means to live without, the author uses periods of deliberate abstinence from habits to find new ways to engage with the world, determine what's been pinning her in place, and reveal the person she truly can be when she's freed of it all. It's essential reading for anyone on the cusp of making a major life change — or even a minor one." — Kat Kinsman, author of Hi, Anxiety
The Measurement of Information Integrity
by Michael SeadleArguing that there never was a time when politicians did not prevaricate and when some communities did not doubt conclusions that others considered to be facts, The Measurement of Information Integrity puts the post-truth era in context and offers measures for integrity in the modern world. Incorporating international examples from a range of disciplines, this book provides the reader with tools that will help them to evaluate public statements - especially ones involving the sciences and scholarship. It also provides intellectual tools to those who must assess potential violations of public or academic integrity. Many of these tools involve measurement mechanisms, ways of putting cases into context, and a recognition that few cases are simple black-and-white violations. Demonstrating that a binary approach to judging research integrity fails to recognize the complexity of the environment, Seadle highlights that even flawed discoveries may still contain value. Finally, the book reminds its reader that research integrity takes different forms in different disciplines and that each one needs separate consideration, even if the general principles remain the same for all. The Measurement of Information Integrity will help those who want to do research well, as well as those who must ascertain whether results have failed to meet the standards of the community. It will be of particular interest to researchers and students engaged in the study of library and information science.
The Media Commons and Social Movements: Grassroots Mediations Against Neoliberal Politics (Routledge Studies in Latin American Politics)
by Jorge Saavedra UtmanWhat does it mean to have a voice in a formal democracy operating under neoliberal guidelines and with an almost entirely private media system? How can the people gain their voice and engage in a dialogue with hegemonic actors and discourses? In this book, Jorge Saavedra Utman examines the role of media and communicative practices during one of the largest social mobilizations in Latin America in the last 30 years: Chile’s 2011 students’ movement. Saavedra Utman observes the eye-catching, subversive, but also intimate practices that, in a country with a liberal democracy and neoliberal policies, allowed people to speak up and become political actors from grassroots positions. Presenting rich qualitative data that is sourced from interviews and focus groups with activists, he introduces a fresh perspective on the study of media and communications and social movements. Saavedra Utman paints a clearer picture of contentious events since 2011 - like the Arab Spring and Occupy – to understand the relevance of media and communications in contemporary quests for participation and democracy. Promising to be an important book, The Media Commons and Social Movements represents a significant contribution to our understanding of communicative dimensions of protest and social change.
The Media Economy (Media Management and Economics Series)
by Alan B. AlbarranThe Media Economy analyzes the media industries and its activities from macro to micro levels, using concepts and theories to demonstrate the role the media plays in the economy as a whole. Representing a rapidly changing and evolving environment, this text breaks new ground through its analysis from two unique perspectives: 1) Examining the media industries from a holistic perspective by analyzing how the media industries function across different levels of society (global, national, household, and individual); 2) Looking at the key forces (technology, globalization, regulation, and social aspects) constantly evolving and influencing the media industries. Building on the contributions of the original text, this Second Edition provides new references and current data to define and analyze today’s media markets. To understand the role of media in the global economy, the insights included here are crucial for media students and practitioners.
The Media Economy (Media Management and Economics Series)
by Alan B. AlbarranThis fully updated third edition analyzes the media industries and their activities from macro to micro levels, using concepts and theories to demonstrate the role the media plays in the economy as a whole. This textbook breaks new ground through its analysis of the rapidly changing and evolving media economy from two unique perspectives. First, the book explores how media industries function across global, national, household, and individual levels of society. Second, it assesses how key forces such as technology, globalization, regulation, and consumer aspects are constantly evolving and influencing media industries. This new edition incorporates thoroughly updated theory and research as well as expanded case studies that include examples from international markets such as Asia, Europe, and Latin America. It builds on the contributions of the previous edition by providing new references and current data to define and analyze today’s media markets and offers a more expansive assessment of streaming business models as well as the effects of Covid-19 on the media economy. Written in an accessible style and presenting a holistic global perspective of the role of media in the global economy, the textbook provides crucial insights for students and practitioners of media economics, media management and media industries.
The Media Equation: How People Treat Computers, Televisions, and New Media Like Real People and Places
by Byron Reeves Clifford NassAccording to popular wisdom, humans never relate to a computer or a television program in the same way they relate to another human being. Or do they? The psychological and sociological complexities of the relationship could be greater than you think. In an extraordinary revision of received wisdom, Byron Reeves and Clifford Nass demonstrate convincingly in The Media Equation that interactions with computers, television, and new communication technologies are identical to real social relationships and to the navigation of real physical spaces. Using everyday language, the authors explain their novel ideas in a way that will engage general readers with an interest in cutting-edge research at the intersection of psychology, communication and computer technology. The result is an accessible summary of exciting ideas for modern times. As Bill Gates says, '(they) ... have shown us some amazing things'.
The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
by Helen KatzThe Media Handbook provides a practical introduction to the advertising media planning and buying process. Emphasizing basic calculations along with the practical realities of offering alternatives and evaluating the plan, this fifth edition reflects the critical changes in how media is planned, bought, and sold by today's industry professionals. Author Helen Katz looks at the larger marketing, advertising, and media objectives, and follows with an exploration of major media categories, including digital media. She provides a comprehensive analysis of planning and buying, with a continued focus on how those tactical elements tie back to the strategic aims of the brand and client. Also available is a Companion Website that expands The Media Handbook's content in an online forum. Here, students and instructors can find tools to enhance course studies such as chapter overviews, PowerPoint slides, and sample questions. With its emphasis on real-world industry practice, The Media Handbook provides an essential introduction to students in advertising, media planning, communication, and marketing. It serves as an indispensable reference for anyone pursuing a career in media planning, buying, and research.
The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (Lea’s Communication Series)
by Helen KatzThe Media Handbook provides a practical introduction to the advertising media planning and buying processes. Emphasizing basic calculations and the practical realities of offering alternatives and evaluating the plan, this sixth edition reflects the critical changes in how advertising in various media is planned, bought, and sold by today’s industry professionals. Author Helen Katz looks at the larger marketing, advertising, and media objectives, and follows with an exploration of major media categories, covering paid, owned, and earned media forms, including digital media. She provides a comprehensive analysis of planning and buying, with a continued focus on how those tactical elements tie back to the strategic aims of the brand and the client. Also available is a Companion Website that expands The Media Handbook’s content in an online forum. Here, students and instructors can find tools to enhance course studies such as chapter overviews, PowerPoint slides, and sample questions. With its emphasis on real-world industry practice, The Media Handbook provides an essential introduction to students in advertising, media planning, communication, and marketing. It serves as an indispensable reference for anyone pursuing a career in media planning, buying, and research.
The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (Routledge Communication Series)
by Helen KatzThe Media Handbook provides a practical introduction to the advertising, media planning, and buying processes. Emphasizing basic calculations and the practical realities of offering alternatives and evaluating the plan, this seventh edition includes greater coverage of social media, buying automation, the continued digitization of media, and updated statistics on media consumption. It covers over the top television, programmatic TV, digital advertising, and the automation of buying across all media. Author Helen Katz provides a continued focus on how planning and buying tie back to the strategic aims of the brand and the client, keeping practitioners and students up to date with current industry examples and practices. The Companion Website to the book includes resources for both students and instructors. For students there are flashcards to test themselves on main concepts, a list of key media associations, a template flowchart and formulas. Instructors can find lecture slides and sample test questions to assist in their course preparation.
The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (Routledge Communication Series)
by Helen KatzThe eighth edition of The Media Handbook continues to provide a practical introduction to the media planning and buying processes. Starting with the broader context in which media planning occurs, including a basic understanding of competitive spending and target audiences, the book takes readers through the fundamentals of each media channel, leading to the creation of a media plan. Throughout, concepts and calculations are clearly explained. This new edition reflects the changes in how people consume media today with: a new chapter on how audiences are defined and created reorganization of the media channel chapters to cover planning and buying together expanded coverage of digital formats in all channels added discussion of measurement completely updated data and examples. The Media Handbook, Eighth Edition is the ideal text for courses in media planning and buying in advertising/communication departments. Supplemental online resources for both students and instructors are also available. For students, there is a list of key media associations and chapter overviews. To assist in their course preparation, instructors will find lecture slides, sample test questions, and new sample media planning exercise scenarios with accompanying practice spreadsheets. These resources are available at www.routledge.com/9780367775568, under Support Material.