Introduction to Mass Communication, 2/e
INTRODUCTION TO MASS COMMUNICATION: Media Literacy and Culture,Overview
Stanley Baran, San Jose State University
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.