THE MEDIA WORLD IS COMPLEX, dynamic, and constantly changing—so much so that it’s difficult to keep track of it all. Since the mid-2000s, the evolution of the Internet, the emergence of powerful computing platforms and mobile devices, and the growth of massive corporations that dominate our media landscape, the ways that most of us use and consume media and the ways that media messages saturate our lives have all fundamentally changed. When we published the first edition of Media Essentials, our goal was to help students and instructors keep up with the changing media landscape by focusing on the fundamentals of media studies, and this continues to be our goal in the second edition — so that no matter how the media continue to evolve, students will have the critical tools they need to understand what’s really going on.
Media Essentials distills media industries and major concepts (such as digital convergence and legal controls) down to their essence. Each chapter offers incisive historical context, frames key concepts up front, and uses pivotal examples to tell the broader story of how different forms of media have developed, how they work, and how they connect to us today. For example, a brand-new Chapter 10, “Electronic Gaming and the Media Playground,” starts out by exploring the roots of electronic gaming in early twentieth-century penny arcades, then goes on to explain how new technologies facilitated the medium’s evolution into computer and console games played in arcades and at home and its eventual development into a socially driven mass medium. It then “follows the money” through an in-depth section on the economics of the video game industry, moves into discussions of regulation and its implications for democracy, and, in a new Converging Media Case Study box, discusses the ways converged gaming devices affect other parts of the media landscape. In addition to this wealth of content offered in every chapter, Media Essentials is still thirty percent briefer than competing books; the coverage is succinct, accessible, and peppered with memorable examples; and the book’s unique approach — distilling media information to its core — allows instructors to add in personal research or social perspectives that are important to them.
Since its initial publication, we have been excited by the success of the book, and by positive instructor feedback. But as media continue to grow and change, so too must Media Essentials. In preparing the second edition, we talked to instructors and students alike to find out what additions we could make to the book, and let that feedback shape the revision process. We found out that instructors wanted to see more on media topics like video games, country music, trade magazines, and streaming music. They also wanted more coverage of concepts like media convergence and media literacy, and a greater multimedia component. The second edition of Media Essentials now includes coverage of these topics and many more so that it is more current, flexible, and informative than ever.
Media Essentials emphasizes convergence — and practices it, too, by combining print and digital media into a single accessible package. For the second edition, we have expanded the book beyond the printed page, with videos offering vivid insider perspectives on the mass media industries. These selections from VideoCentral: Mass Communication, fully integrated into the text and accompanied by discussion questions, offer additional material for the classroom or home. In addition, there are many more options for supporting the digital aspect of teaching with Media Essentials and guiding the learning experience, from e-books to MassCommClass, a comprehensive and integrated online course space.
Features of Media Essentials, Second Edition
Clear, streamlined, and accessible. Thirty percent briefer than competing texts, Media Essentials still addresses all the topics typically covered in introductory books. From the media industries (e.g., books, radio, TV) to legal controls, it offers just the right amount of detail to ensure that students pull the information together, make connections, and develop media literacy.
A great structure for learning. Media Essentials offers a chronological table of contents and consistent organization in each chapter: a brief history, the evolution of the medium, a look at economics, and sections covering the medium’s relationship to democracy, media literacy, and convergence. This consistent focus and organization helps students make their way through the material and grasp themes both big and small. Under each major heading, a highlighted preview paragraph signals key ideas and contextualizes them in order to guide students through the material.
The best coverage of industry economics. Unique Money In/Money Out headings in every industry chapter help students understand the dollars and cents that go into and come out of that medium. These headings shows students the bottom line, explaining the complex relationship between the production, distribution, and consumption of each medium as well as the specific players involved.
Learning tools that help students “get it.” In each chapter opener, a bulleted list of objectives highlights what students should expect to learn, while timelines preview important historical events necessary for understanding the chapter’s theme. Media Literacy Case Study boxes address particularly relevant topics in greater detail and help students think critically about them. Finally, each chapter concludes with Chapter Essentials, a powerful study guide that helps students review material and succeed in the course.
A compelling design and an affordable price. A clean yet eye-catching design makes Media Essentials a book students will want to pick up and read. The text’s attractively small size makes it easy to carry and more student-friendly. And if that’s not enough, Media Essentials costs about forty percent less than competing introductory texts.
New to This Edition
Fully integrated VideoCentral clips. The new VideoCentral feature merges and converges Media Essentials with resources on the Web. Video clips, added to every chapter, get students to think critically about the text and the media by giving them an insider’s look at the media industries through the eyes of leading thinkers—including Noam Chomsky, Amy Goodman, and Junot Díaz—who address topics like net neutrality, the future of print media, media ownership, and more. These clips are showcased in the margins throughout the book, prompting students to visit the VideoCentral site, where more than forty videos are accompanied by thoughtful questions that invite students to offer their own analysis and reactions—perfect for media response papers and class discussions. For ideas on how to integrate VideoCentral into your course, see the Instructor’s Resource Manual. For a complete list of available clips and access information, see the inside back cover or bedfordstmartins.com/mediaessentials.
A new video game chapter. Chapter 10, “Electronic Gaming and the Media Playground,” explores the electronic gaming industry from its origins to its emergence as a mass medium. It addresses a high-interest topic for students—one with increasing importance in the broadening world of mass media.
Increased coverage of mass-media convergence. A brand-new Converging Media Case Study box in each chapter reflects on the ever-changing media landscape. These boxes address topics like print-Web publishing synergy, 360-degree music licensing, multifunction video game consoles, advertisements in naming rights, and more.
A stronger emphasis on media literacy. The Media in a Democratic Society sections at the end of each chapter have been updated to cover issues like niche cable channels, music-label conglomerates, and the messages of mass-audience movies. In addition, Media Literacy Case Studies in each chapter consider new developments in music downloading, economic news coverage, the future of television programming, and more.
Updated industry coverage. Throughout the book, examples, statistics, and visuals have been updated to reflect the current media environment, with student-friendly references to social media, Netflix, video games, cyberbullying, The Hunger Games, Modern Family, and more.
Student Resources
For more information on student resources or to learn about package options, please visit the online catalog at bedfordstmartins.com/mediaessentials/catalog.
Student Site for Media Essentials at bedfordstmartins.com/mediaessentials
Free study aids on the book’s Web site—such as pre- and post-chapter quizzes—help students gauge their understanding of the text, assess their strengths and weaknesses, and focus their studying. Students can also keep current on media news with streaming headlines from a variety of news sources and can use the Media Portal to find the best media-related sites on the Web. In addition, students can access other online resources such as VideoCentral: Mass Communication.
MassCommClass for Media Essentials at yourmasscommclass.com
MassCommClass is designed to support students in all aspects of the introduction to mass communication course. It’s fully loaded with the e-Book for Media Essentials, videos from VideoCentral: Mass Communication, the Media Career Guide, and multiple study aids. New functionality also makes it easy to upload and annotate videos, embed YouTube clips, and create video assignments for individual students, groups, or the whole class. Adopt MassCommClass and get all the premium content and tools in one fully customizable course space; then assign, rearrange, and mix our resources with yours. MassCommClass requires an activation code.
Media Essentials e-books and digital options
The Bedford e-Book for Media Essentials includes the same content as the print book and allows students to add their own notes and highlight important information. Instructors can customize the e-book by adding their own content and deleting or rearranging the chapters. Another option is the Bedford e-Book to Go, a PDF-style e-book downloadable to your laptop or tablet. Digital versions of Media Essentials are also available through our publishing partners’ sites: CourseSmart, Sellwood, Barnes & Noble NookStudy, Kno, CafeScribe, or Chegg. For more information, see bedfordstmartins.com/ebooks.
Media Career Guide: Preparing for Jobs in the 21st Century, Seventh Edition
James Seguin and Sherri Hope Culver; ISBN 978-0-312-56082-9
Practical, student-friendly, and revised with recent statistics on the job market, this print guide includes a comprehensive directory of media jobs, practical tips, and career guidance for students considering a major in the media industries. The Media Career Guide can also be packaged for free with the print text.
Instructor Resources
For more information or to order or download the instructor resources, please visit the online catalog at bedfordstmartins.com/mediaessentials/catalog.
Instructor’s Resource Manual
James E. Mueller, Christopher R. Martin, Bettina Fabos, and Richard Campbell; ISBN 978-1-4576-1288-6
This downloadable manual provides instructors with a comprehensive teaching tool for the introduction to mass communication course. Every chapter offers teaching tips and activities culled from dozens of instructors to teach thousands of students. In addition, this extensive resource provides a range of teaching approaches, tips for facilitating in-class discussions, suggestions for using VideoCentral in and out of class, sample answers for the VideoCentral discussion questions, writing assignments, outlines, lecture topics, lecture spin-offs, critical process exercises, classroom media resources, and an annotated list of more than 200 video resources.
PowerPoint Slides
PowerPoint presentations to help guide each chapter’s lecture are available for download at bedfordstmartins.com/mediaessentials on the instructor side.
Test Bank
James E. Mueller, Christopher R. Martin, Bettina Fabos, and Richard Campbell; ISBN 978-1-4576-1289-3
Available in print and as software formatted for Windows and Mac, the Test Bank includes multiple choice, true/false, fill-in-the-blank, and short and long essay questions for every chapter in Media Essentials.
About the Media: Video Clips DVD
This free instructor’s resource includes more than fifty media clips, keyed to every chapter in Media Essentials. Designed to be used as a discussion starter in the classroom or to illustrate examples from the textbook, this DVD provides the widest array of clips available for the introduction to mass communication course in a single package. Selections include historical footage of the radio, television, and advertising industries; film from the Media Education Foundation; and other private and public domain materials. The DVD is available upon adoption of Media Essentials. Please contact your local sales representative for more information.
Questions for Classroom Response Systems
Questions for every chapter in Media Essentials help integrate the latest classroom response systems (such as i>clicker) into your lecture to get instant feedback on students’ understanding of core concepts as well as their opinions and perspectives.
Content for Course Management Systems
Instructors can access content specifically designed for Media Essentials for course management systems such as WebCT and Blackboard. Visit bedfordstmartins.com/coursepacks for more information.
The Bedford/St. Martin’s Video Resource Library
Qualified instructors are eligible to receive videos from the resource library upon adoption of the text. The resource library includes full-length films; documentaries from Michael Moore, Bill Moyers, and Ken Burns; and news show episodes from Frontline and Now. Please contact your local sales representative for more information.
Acknowledgments
We wish every textbook author could have the kind of experience we’ve had while working on Media Essentials and would like to thank everyone at Bedford/St. Martin’s who supported this project through its many stages, including Macmillan Higher Education Presidents Joan Feinberg and Tom Scotty, Bedford/St. Martin’s President Denise Wydra, Director of Development Erica Appel, and Marketing Manager Stacey Propps. We are especially grateful to Publisher Erika Gutierrez for her leadership and passion; to Executive Editor Simon Glick for his creative guidance; to Development Editors Stephanie Ventura and Jesse Hassenger; and to Editorial Assistant Alexis Smith for her contributions to our art program additions. We also appreciate the tireless work of Managing Editor Shuli Traub, who oversaw the book’s extremely tight schedule; Project Editor Kellan Cummings, who made sure we got the details right with help from copy editor Denise Quirk and proofreaders Virginia Rubens and Marcell Rosenblatt; and Senior Production Supervisor Dennis J. Conroy, who over saw production and kept the book on schedule. We are also grateful to our research assistant, Susan Coffin.
We extend particular and heartfelt thanks to our collaborator and contributor Jimmie Reeves, for all of his ideas and expertise. His knowledge of the media industries, especially the world of electronic gaming, has been invaluable; the second edition of Media Essentials would not have been the same without him.
We also want to thank the many fine and thoughtful reviewers who contributed ideas to Media Essentials: Ajje-Ori Agbese, University of Texas Pan American; Julie Andsager, University of Iowa; Jerome D. DeNuccio, Graceland University; Jennifer Fleming, California State University – Long Beach; Peter Galarneau Jr., West Virginia Wesleyan College; Mary-Lou Galician, Arizona State University; Neil Goldstein, Montgomery Country Community College; August Grant, University of South Carolina; Jennifer Greer, University of Alabama; Jodie Hallsten, Illinois State University; Allison Hartcock, Butler University; Kirk Hazlett, Curry College; Amani E. Ismail, California State University, Northridge; Sharon Mazzarella, James Madison University; Daniel G. McDonald, Ohio State University; Gary Metzker, California State University–Long Beach; James E. Mueller, University of North Texas; Robert M. Ogles, Purdue University; Daniel A. Panici, University of Southern Maine; Kenneth Payne, Western Kentucky University; Zengjun Peng, St. Cloud State University; Samantha Phillips, University of Miami; Selene Phillips, University of Louisville; David Pierson, University of Southern Maine; Jennifer Proffitt, Florida State University; Arthur A. Raney, Florida State University; Steve H. Sohn, University of Louisville; Mark Steensland, Pennsylvania State – Erie; Carl Sessions Stepp, University of Maryland; Melvin Sunin, Pennsylvania State–Erie; Mike Trice, Florida Southern College; Richard West, University of Texas at San Antonio; Mark J.P. Wolf, Concordia University Wisconsin; and Yanjun Zhao, Morrisville State College.
Special thanks from Richard Campbell: I am grateful to all my former students at the University of Wisconsin–Milwaukee, Mount Mary College, the University of Michigan, and Middle Tennessee State University, as well as to my current students at Miami University. Some of my students have contributed directly to this text, and thousands have endured my courses over the years—and made them better. My all-time favorite former students, Chris Martin and Bettina Fabos, are coauthors, as well as the creators of our book’s Instructor’s Manual, Test Bank, and About the Media DVD. I am grateful for all their work, ideas, and energy.
Special thanks from Christopher Martin and Bettina Fabos: We would also like to thank Richard Campbell, with whom it is a delight working on this project. We also appreciate the great devotion, creativity, and talent that everyone at Bedford/St. Martin’s brings to the book. We would like to thank reviewers and our own journalism and media students for their input and for creating a community of sorts around the theme of critical perspectives on the media. Most of all, we’d like to thank our daughters, Olivia and Sabine, who bring us joy and laughter every day, and a sense of mission to better understand the world of media in which they live.
Please feel free to e-mail us at mediaessentials@bedfordstmartins.com with any comments, concerns, or suggestions!