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10.5: The Study of Mass Communication

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Continuing with the theme of this book, studying the role of mass communication heightens our awareness, helping us become media literate and strengthen our “ability to access, analyze, evaluate, and communicate messages” (Baran 374). Look around you. Mass communication’s influence in contemporary society is pervasive, as we are all interlaced with it in our daily lives.

Mass Communication and Popular Culture

In contrast to popular culture, high culture consists of those media that are generally not produced for the masses, require a certain knowledge base, and typically require an investment of time and money to experience them . Examples of high culture include opera, poetry, theater, classical music, and the arts. While we generally do not use the term low culture, “Pop culture refers to mass-mediated kinds of ‘low’ art such as television commercials, television programs, most films, genre works of literature, and popular music” (Berger 118).

Case In Point

In 2002, a general manager at CNN Headline News instructed writers to insert slang words like “fly” (a sexually attractive person) into their televised graphics to resonate with younger viewers (Gordon; Sanders). Irvine points out that advertisers have been doing this for years. Abbreviations to speed up writing such as “lol” (laugh out loud) from chat rooms and e-mail are now becoming popular in daily conversation, and are even included in cell phone commercials advertising text messaging plans. Also, as new television genres replaced older ones, shows like Survivor , Dancing with the Stars and American Idol demonstrated that viewers like watching people in “real” situations. Does media shape our culture or does our culture shape media? Which one reflects the other, or is it possible to tell which one came first? These questions point to the importance of, and need for, media theories to provide the answers.

Keep in mind that popular culture does not necessarily mean poor quality. Popular is not always bad and is often relative to the times. For example, think about baby boomers. Their parents said rock-n-roll music was going to ruin their generation. However, today that very same music is considered classic. In the 1950’s it was said that comic books would corrupt children, and jazz was sinful. It seems like every generation has the opinion that the current pop culture of the time will destroy the moral fiber of young people. But it’s often the case that those cultural references become our most revered and loved cultural icons of the time period. Regardless of how mass communication is perceived, it implants words, behaviors, trends, icons, and patterns of behaviors that show up in our culture. Or, as some ask, is it the other way around?

Mass communication influences all aspects of society, including the language we use (Spitulnik). For example, in the 1980’s, Wendy’s aired the popular television commercial “where’s the beef?” In the 1990s, Jerry Seinfeld’s television show got us saying, “yada, yada, yada.” Saturday Night Live popularized the phrase, “I need more cow bell.” And Who Wants to Be a Millionaire coined the term “phone a friend.” It is common for us to personalize words or phrases, especially if they’re funny, and integrate them into our lives relative to our social contexts. The Seattle Times News Service reported that the 2003 version of the Oxford Dictionary of English now contains the catch phrase made famous by the HBO show The Sopranos –“bada bing”–meaning an exclamation to emphasize that something will effortlessly and predictably happen. This dictionary now contains words implanted by popular culture such as “counterterrorism” and “bootylicious.” Certain words become a part of our shared understanding through media exposure. Think about other acronyms and language that are now commonplace that were not just a few years ago: iphone, Instagram, Selfie, Hashtag, Google and Skype (as verbs), sexting, etc.

Survey of Communication Study. Authored by : Scott T Paynton and Linda K Hahn. Provided by : Humboldt State University. Located at : https://en.wikibooks.org/wiki/Survey_of_Communication_Study . License : CC BY-SA: Attribution-ShareAlike
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Understanding Media and Culture: An Introduction to Mass Communication

(32 reviews)

ISBN 13: 9781946135261

Publisher: University of Minnesota Libraries Publishing

Language: English

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Reviewed by Jenny Dean, Associate Professor, Texas Wesleyan University on 2/27/24

This book is pretty comprehensive, but it is getting old in the media world where things are changing at a great pace. The basic text is good, but needs supplementary materials to truly keep pace with technology today. read more

Comprehensiveness rating: 3 see less

Content Accuracy rating: 3

I am sure the book was accurate when it was published, but the world keeps changing, and it isn't as current as it needs to be. But, it still isn't bad for a free book to access.

Relevance/Longevity rating: 3

Once again, same issue. The book is almost seven years old and hasn't been updated. The issue is that the examples and illustrations are getting to be a bit dated. I suspect that there aren't any updates of this book planned, which is unfortunate. If updated, this would be a fantastic read for students.

Clarity rating: 5

It is simple to read and is easily accessible. It meets the needs of a young college student.

Consistency rating: 5

Yes, the textbook is internally consistent in terms of terminology and framework.

Modularity rating: 5

It is well-subdivided and easy to access. Good use of subheadlines. It is a smooth read, and easy to find information through headers, subheads, headlines, and blocks of type.

Organization/Structure/Flow rating: 5

Everything is presented in a clear and concise manner.

Interface rating: 5

This textbook comes in a wide variety of formats and can be accessed by almost everyone through one method or another. It was super easy to access.

Grammatical Errors rating: 5

The text is clean and clear of errors.

Cultural Relevance rating: 3

I don't think this book is as inclusive as the typical book written today. This is simply because times have changed, and the need for inclusive and culturally sensitive books has escalated exponentially from the time this book was written. It needs more culturally relevant examples. I wouldn't say that anything in the book is culturally insensitive or offensive, but it isn't as diversified as it needs to be.

This is an excellent book for an introduction to mass communication or an introduction to media and society course. It covers all the basics that I would expect to cover. It just needs some updating which can be done through supplementary materials.

Reviewed by Ryan Stoldt, Assistant Professor, Drake University on 12/15/22

Comprehensiveness rating: 4 see less

Understanding Media and Culture: An Introduction to Mass Communication thoughtfully walks readers through popular media and connects these media to questions about culture as a way of life. The book undoubtedly is comprehensive in its scope of American media but largely fails to consider how media and culture relate in more global settings. The book occasionally references conversations about global media, such as the differences between globalization and cultural imperialism approaches, but is limited in its engagement. As media have become more transnational their reach and scope (due to technological access, business models, and more), the American focus makes the text feel limited in its ability to explain the relationship between media and culture more broadly.

Content Accuracy rating: 5

The text is accurate although it has limited engagement in some of the topics it explores. As such, this would be a good introductory text but would need to be paired with additional resources to dive into many topics in the book with both accuracy and nuance.

Many of the sections of the book are relevant, as the book often contextualizes media through a historical lens. However, the more current sections of the book (such as the section on the Internet and social media) have become outdated quickly. These, once again, would be useful starting places for classroom conversation about the topic but would need to be paired with more current readings to hold a deeper conversation about social media and society today.

Some terms could be further explained, but the text is overall well written and easy to understand.

Consistency rating: 4

The book pulls from multiple approaches to researching and discussing media and culture. The introductory chapter draws more heavily from critical media studies in its conceptualizations of the relationship between media and culture. The media effects chapters draw more heavily from more social scientific approaches to studying media. The author does a nice job weaving these approaches into a consistent conversation about media, but different approaches to studying media could be more forwardly discussed within the text.

The author has made the text extremely easy to use modularly. Chapters are self-contained, and readers could easily select sections of the book to read without losing clarity.

The book employs consistent organization across the subjects discussed. Each chapter follows a similar organizational structure as well.

Interface rating: 4

Because the text is so modular, the text does not flow easily when read on the publisher's website. Yet, downloading the text also raises some issues because of strange formatting around images.

I have not seen any grammatical errors.

As stated previously, the book is extremely biased in its international representation, primarily promoting Americans' engagements with media. The book could go further in being more representative of different American cultures, but it is far from culturally insensitive.

Understanding Media and Culture would be an extremely useful introductory text for a class focusing on American media and society. A more global perspective would require significant engagement with other texts, however.

Reviewed by David Fontenot, Assistant Professor, Metropolitan State University of Denver on 11/15/22

The text comprehensively covers forms of media used for mass communication and includes issues towards emerging forms of mass communication. read more

Comprehensiveness rating: 5 see less

The text comprehensively covers forms of media used for mass communication and includes issues towards emerging forms of mass communication.

Content Accuracy rating: 4

In some places there is nuance missing, where I feel brief elaboration would yield significantly clearer comprehension without bias or misleading associations about media's influence on behavior.

Relevance/Longevity rating: 5

Still relevant and up-to-date with a valuable emphasis on issues related to internet mass media.

Very readable, with little jargon. Definitions are presented clearly and used in subsequent discussions.

Internal consistency is strong within the chapters.

Modularity rating: 4

The majority of chapters can be taken independently, with only a few larger structural pieces that lay the foundation for other sections.

The book takes an historical approach to media, which lends itself to a logical progression of topics. I might suggest, however, that for most students the material that is most accessible to their daily lives comes last with such an approach.

Interface rating: 3

The downloaded file has some very awkward spots where images seem clipped or on separate pages than the content that reference them. I only viewed this textbook in the online downloaded PDF format.

Grammatical Errors rating: 4

No grammatical errors have jumped out at me in sections read so far.

There are quite a few opportunities to include discissions of media and culture that don't seem so anglo-centric but they are passed up.

I am using this textbook as the basis for an interdisciplinary class on media and the criminal justice system, and in that regard I think it will serve very well for an introductory level textbook. It provides a concrete set of core ideas that I can build off of by creating tailored content to my students' needs.

Reviewed by Elizabeth Johnson-Young, Assistant Professor, University of Mary Washington on 7/1/22

Appropriately comprehensive. Having some more up-to-date citations, particularly in the media effects theories criticisms section (with some more explanations) would be beneficial--perhaps supplementing with some ways these have been updated would... read more

Overall, content is clear and accurate.

Relevance/Longevity rating: 4

Mass media may always need updating, but this is appropriate and up-to-date.

Clarity rating: 4

Is an accessible text in terms of clarity and provides necessary definitions throughout in order to provide the reader with an understanding of the terminologies.

Text introduces terms and frameworks and uses them consistently throughout.

Small, easy to read blocks of text--could easily be used in a variety of courses and be reorganized for a particular course.

Organization/Structure/Flow rating: 4

Topics presented clearly and in an order that makes sense.

Easy to read through and images clear and displaying readily. It would help if there was a way to move forward without having to click on the table of contents, particularly in the online format.

No errors that stick out.

While appropriately comprehensive for an intro text, more examples and/or acknowledgment of who has been left out and those impacts could be helpful in the social values or culture discussions.

Overall, this is a great text and one that could be used in full for a course or in sections to supplement other communication/media studies courses!

Reviewed by David Baird, Professor of Communication, Anderson University on 4/18/22

I don’t know if any intro textbook can cover “all areas and ideas,” but this text was adequate to the task—basically on par with any other textbook in this space. I didn’t see a glossary in the chapters or an index at the back of the book. On the... read more

When the text was published, it would have been considered “accurate.” The content was competently conceptualized, well written and reflective of the standard approach to this kind of material. I didn’t notice any egregious errors of content aside from the fact that the book was published some years ago is no longer very current.

The primary weakness of the book is that it was published more than a decade ago and hasn’t been updated for a while. The text is relevant to the focus of the course itself, but the examples and illustrations are dated. For example, the book uses a graphic from the presidential election of 2008 in a treatment of politics, and “Who Wants to be a Millionaire?” is an example of current television programming.

I conducted a text search that tabulated the number of references to the following years, and these were the results: 2010: 588 2011: 49 2012: 8 2013: 4 2014: 0 2015: 2 2016: 0 2017: 0 2018: 1 2019: 1 2020: 0 2021: 1 2022: 1

The references to the more-recent years tended to crop up in forward-looking statements such as this one: “With e-book sales expected to triple by 2015, it’s hard to say what such a quickly growing industry will look like in the future.”

The second part of the question referred to the implementation of updates. I doubt that any updates are planned.

The text is well written and meets the usual standards for editorial quality.

The framework and "voice" are internally consistent.

The chapter structure provides the most obvious division of the text into accessible units. Each chapter also has well-defined subsections. Here’s an example from one chapter, with page numbers removed:

Chapter 13: Economics of Mass Media

Economics of Mass Media Characteristics of Media Industries The Internet’s Effects on Media Economies Digital Divide in a Global Economy Information Economy Globalization of Media Cultural Imperialism

This aspect of the text makes sense and is largely consistent with similar textbooks in this area.

The text is available in these formats: online, ebook, ODF, PDF and XML. I downloaded the PDF for purposes of my review. The formatting was clean and easy to work with. I didn’t notice any problems that made access challenging.

I can’t say with certainty that a grammatical error or typo can’t be found in the textbook, but as I noted above, the writing is strong. I’ve seen much worse.

Cultural Relevance rating: 4

The text seems to be around a dozen years old now, so it doesn’t include discussion of some of the high-profile perspectives that have surfaced in more recent years related to race, ethnicity, sexuality, etc. However, the book does discuss examples of media issues “inclusive of races, ethnicities, and backgrounds,” and this material is presented with sensitivity and respect.

This is a reasonably good resource for basic, intro-level definitions and explanations of some of the major concepts, issues and theories in the “Mass Communication” or “Media and Society” course, including:

• functions of the media • gatekeeping • media literacy • media effects • propaganda • agenda setting • uses and gratifications

The textbook also offers the standard chapters on the various media—books, newspapers, magazines, radio, television, etc. These chapters contextualize the various media with standard accounts of their historical development. My feeling is that much of the historical background presented in this book is more or less interchangeable with the material in newer textbooks.

However, the media industries have changed dramatically since the textbook was written, so all of the last decade’s innovations, developments and controversies are entirely missing. Of course, even a “new” textbook is going to be somewhat dated upon publication because of the book’s production timeline and the way that things change so quickly in the media industries—but a book published in 2021 or 2022 would be far more up-to-date than the book under review here.

The bottom line for me is that if one of an instructor’s highest priorities is to provide a free or low-cost textbook for students, this book could work with respect to the historical material—but it would have to be supplemented with carefully selected material from other sources such as trade publications, industry blogs and news organizations.

Reviewed by Kevin Curran, Clinical Assistant Professor, Loyola Marymount University on 3/21/22

This is one of the most comprehensive media studies books I’ve read. It attacks each media platform separately and with sufficient depth. That is followed by economics, ethics, government/law, and future predictions. Takeaways attend of each... read more

Takeaways attend of each section will aid comprehension. Exercises at end of sections could be jumping off point for discussions or assignments. Chapters end with review and critical thinking connections plus career guidance.

The Chapter 2 rundown on both sides of media theories and summary of research methods was well-done.

Everything about this tome is good, except for its dating.

The book is well-researched and provides valuable, although often dated, information. The author used a variety of sources, effective illustrations, and applicable examples to support the points in the book.

It can be very hard to keep up with constant changes in the mass media industry. This book was reissued in 2016, but it has not been revised since the original copyright in 2010. The dated references start on page 2 when it speaks of Ringling Brothers and Barnum & Bailey as existing, when that circus ceased in 2017. The medium-by-medium exploration is well done, although the passage of time affects the end of each chapter.

Adoption of the book as-is will mean developing an update lesson for each chapter. For example, while smartphones are mentioned, they had not achieved saturation status at the time this volume was published.

The points are presented clearly. References with hyperlinks are available at the end of each section for those who still have questions or want more information. However, it is possible that because of the age of the book, some of those links may no longer be available.

The media chapters each follow a similar pattern in writing and order.

This will break up easily. The first chapter gives a good taste of what is to come. The book provides a comprehensive look at the history and influence of each medium individually. The last group of chapters necessarily contains many flashbacks to the medium sections.

It follows a logical pattern from the introduction to the individual medium chapters to the “big picture” chapters. That does require signposting between the two sets of chapters that some might find frustrating.

Interface rating: 2

The book is a standard PDF with links. The scan could have been better, as there is a lot of white space and illustrations are inconsistently sized. Users hoping for lots of interactivity are going to be disappointed.

The book is well edited. It is hard to find errors in writing mechanics.

The authors took a broad view of the mass media world. The music chapter was very well done.

Reviewed by Lisa Bradshaw, Affiliate Faculty, Metropolitan State University of Denver on 11/26/21

This textbook, downloaded as a 695-page PDF, contains 16 chapters and covers a variety of media formats, how they evolved, and how they are created and used, as well as issues related to media impact on society and culture. It is quite comprehensive in its coverage of media for the time of its writing (copyright year 2016, “adapted from a work originally produced in 2010”).

Content seems accurate for its time, but as technology and media have evolved, it omits current references and examples that did not exist when it was written. There does not seem to be bias and a wide variety of cultural references are used.

As mentioned previously, this textbook’s copyright year was 2016, and it was adapted from a 2010 work. It’s not clear how much of the content was updated between 2010 and 2016, but based on the dates in citations and references, the last update appears to have been in 2011. Even if it had been updated for the year 2016, much of the information is still out-of-date.

There is really no way to write a textbook about media that would not be at least partially out of date in a short time. This text’s background and history of the evolution of the various media forms it covers is still accurate, but there is much about the media landscape that has changed since 2010–2016.

Due to the textbook’s age, references to media platforms and formats such as MySpace, Napster, and CDs seem outdated for today’s media market. The textbook refers to previous political figures, and its omission of more recent ones (who were not on the political landscape at the time of writing) makes it seem out-of-date. To adapt it for modern times, these references need to be updated with fresh examples.

The writing level is relatively high. A spot check of the readability level of several passages of text returned scores of difficult to read, and reading level 11-12 grade to college level. The author does a good job of explaining technical terminology and how different media work. If adapting the text for students with a lower level of reading, some of the terminology might need to be revised or explained more thoroughly.

The text is consistent in its chapter structure and writing style. The order of topics makes sense in that chapters are mostly structured by media type, with beginning and end sections to introduce each respective media type in general, and conclude with a look to the future.

If adapting and keeping the same structure (intro to media in general, coverage of different media types in their own chapters, and main issues related to media), this 695-page textbook could be condensed by eliminating some of the detail in each chapter. There are a number of self-referential sentences that might need to be removed. If adapting the text to a more specific subject, the instructor would need to go through the text and pick out specific points relevant to that subject.

Each chapter introduces the respective media type and concludes with a summary that reflects on the future of that type and how it might evolve further. The chapters overall follow the same structure for consistency: overview, history, the media in popular culture, current trends, and potential influence of new technologies, with end-of-chapter Key Takeaways, Exercises, Assessment, Critical Thinking Questions, Career Connection, and References.

The text is well written and logically structured and sequenced. Despite its length, it’s easy to find information, as it’s ordered by chapters that address each media type and major issues related to media, and each chapter has a parallel structure with the others, all following mostly the same pattern.

I did not notice grammatical errors. The text is clearly and accurately written, and appears to have been thoroughly copyedited and proofread.

Cultural Relevance rating: 5

I did not notice cultural insensitivity in the text. A wide variety of cultural references are used. Examples from around the world and from many different cultures are included, including discussions of digital divide and inequity issues related to media access in disadvantaged populations.

Reviewed by Adria Goldman, Assistant Professor of Communication, University of Mary Washington on 7/11/21

The text nicely breaks down different forms of mass communication. The text provides some historical background and discussion of theory to provide context for discussing mass media, which is all useful in helping students understand media and communication. There is not much discussion about the cultural significance of media. If using the text in a course, supplemental readings on the significance of culture and diversity, the importance of media representation, and media influence on an individual level (ex: impact on identity), would be especially helpful for a course exploring media and culture. The text does not feature a glossary or index, however the bolding of key concepts throughout the text is helpful in defining key terms.

The content is error-free. More discussion on culture would provide a more accurate account of mass communication and its significance.

The subject is very relevant and the book features topics important for a discussion on mass communication. As mentioned in other parts of this review, there is not much diversity featured throughout the text, which can impact the relevancy of the material to audiences and impacts the relevancy of the content in discussions on mass media and society. Updates would be straightforward to implement.

The text is clear and easy to follow.

The text is consistent in its use of terms and its framework. Since the book title mentions a focus on culture, an interesting add-on would be to have each section (on a specific type of mass communication) feature a discussion of culture and its significance.

The text's modularity is useful. It looks like it would be easy for students to follow and for instructors to re-structure in order to fit their course design.

The information follows a logical order, beginning with a discussion on the significance of mass communication and then going into each type.

No issues with interface noted.

No glaring grammatical issues noted.

Cultural Relevance rating: 2

There is not much focus on the significance of culture. More discussion on the role of race, class, sex, gender, religion and other elements of identity would be helpful in exploring mass communication--past, present, and potential for the future. The text could also use an update in images and examples to include diverse representation and to further communicate the role of culture, diversity, and representation in communication and mass media.

The book provides an understanding of mass communication that would be easy for undergraduate college students to follow. The optional activities would also spark interesting discussion and give students the opportunity to apply concepts. Students using the text would benefit from (1) more discussion on culture's significance in media and communication and (2) more diversity in the images and examples used.

Reviewed by Brandon Galm, Instructor in English/Speech, Cloud County Community College on 5/4/21

One of the strong suits of this particular resource is its comprehensiveness, with topics ranging from specific mass comm mediums to the intersections/impacts of media on culture, politics, and ethics. There's enough here to easily cover a full... read more

The content is well-sourced throughout with a list of references at the end of each chapter. The hyperlinks on the references page all seem functional still. Hyperlinks within the chapters themselves--either sending the reader to the reference list or to the articles themselves--would be helpful.

As of this review writing, some of the content is relatively up-to-date. However, with a quickly changing landscape in mass communications and media, certain chapters are becoming out-of-date more quickly than others. The information discussed is more current than most of the information cited. The structure of the book lends itself to easy updating as technologies and culture shift, but whether or not those updates will take place seems unclear with the most recent edition being 5 years old at this point.

All information is presented in a way that is very clear with explanations and examples when further clarification is needed.

For a book covering as many different topics as it does, the overall structure and framework of this textbook is great. Chapter formats stay consistent with clearly stated Objectives at the start and Key Takeaways at the end. Visual examples are provided throughout, and each chapter also includes various questions for students to respond to.

Chapters are broken down into smaller sub-chapters, each with their own sub-headings hyperlinked in the Table of Contents. Each sub-chapter also includes the above-mentioned Objects, Key Takeaways, and questions for students. Chapters and/or sub-chapters could easily be assigned in an order that fits any syllabus schedule and are in no way required to be read in order from Chapter 1 to Chapter 16.

I would like to have seen the book laid out a bit differently, but this is a minor concern because of the overall flexibility of assigning the chapters. The book starts with broad discussions about media and culture, then shifts into specific forms of media (books, games, tv, etc.), then returns to more broad implications of media and culture. Personally, I'd like to see all of those chapters grouped together--with all of the media and culture chapters in one section, and all of the specific forms chapters in another. Again, this is a minor issue because of the overall flexibility of the book.

As mentioned above, hyperlinks--including in the Table of Contents and references--are all functional. I would have liked to have hyperlinks for the references in the text itself, either as a part of the citation or with a hyperlinked superscript number, rather than just in the references page. All images are easily readable and the text itself is easy to read overall.

No grammatical errors that immediately jumped out. Overall seems clear and well-written.

The text provides lots of examples, though most do come from US media. The sections dealing with the intersections between media and culture are similarly US-centric.

Overall, a solid introductory textbook that covers a wide range of topics relevant to mass communications, media, and culture. The text is bordering on out-of-date at this point, but could easily be updated on a chapter-by-chapter basis should the publisher/author wish to do so.

Reviewed by Dong Han, Associate Professor, Southern Illinois University Carbondale on 3/30/21

It covers all important areas and topics regarding media, culture, and society. Different media forms and technologies from printing media to social media all have their own chapters, and academic inquiries like media effects, media economics, and media and government also receive due attention. This textbook will meet the expectation of students of all backgrounds while introducing them to theoretical concerns of the research community. Its chapter layout is properly balanced between comprehensiveness and clarity.

Its content is accurate and unbiased. The textbook is written with ample research support to ensure accuracy and credibility. References at the end of each chapter allow readers to track sources of information and to locate further readings.

It is up-to-date in that the major cultural and media issues it identifies remain highly relevant in today’s world. However, since it was first produced in 2010, some more recent occurrences are not part of the discussion. This is not meant to be a criticism but a reminder that an instructor may want to supplement with more recent materials.

It is written with clear, straight-forward language well-suited an introductory textbook. The chapter layout, as mentioned earlier, is easy to access.

The book is consistent in terms of terminologies and its historical approach to media growth and transformation.

Each chapter is divided in sections, and sections in turn have various reading modules with different themes. For undergraduates taking an introductory course, this textbook will work well.

The topics are presented in an easy-to-access fashion. The textbook starts with a general overview of media and culture and a persistent scholarly concern with the media: media effects. Then it moves through different media in alignment with the chronological order of their appearance in history. The last few chapters focus on important but non-technology-specific topics including advertising and media regulations. For an introductory textbook, it is very accessible to the general student body.

The textbook does not have significant interface issues. Images, charts, and figures all fit well with the text.

There are no grammatical errors.

The textbook has a number of examples of minority cultures and ethnicities. It does not, however, have ample discussions on media and culture phenomena outside of the US, except those that have had significant impact on American culture (e.g., Beatlemania).

All considered, this is a very good textbook to be used in an introductory course. It is comprehensive, easy-to-read, and can help prepare students for future in-depth discussions on media, culture, and society.

Reviewed by Elizabeth Johnson-Young, Assistant Professor, University of Mary Washington on 7/6/20

Comprehensive text regarding mass communication, culture, and effects. The historical perspectives are helpful for understanding, particularly as it goes on to focus in on convergence throughout the text. A more complete glossary or index would be helpful for terms for an introduction text, but key terms are highlighted and defined throughout. Extra examples would help throughout, particularly with theories and research methods.

Accurate, up to date information on history, concepts, and theories.

The information focuses on important historical moments, theories, cultural impacts, and moves to the present with ideas and examples that will likely remain relevant for quite some time.

Clear, easy to read text that would benefit introductory students of mass comm.

Introduces terms and concepts and then utilizes them throughout.

The separation of the larger text into smaller sections is incredibly helpful and makes reading and assignments of readings easy, leading also to the ability to separate into sections that would be appropriate for any course organization.

Organization is logical and easy to follow. Importantly, because of the modularity, it would also be easy to re-organize for one's course.

Navigation works, images clear and detailed.

No glaring grammatical errors.

The examples and images demonstrate diversity in race and also provides examples outside of the United States, which is important. There is some diversity in terms of gender and sexual diversity, more of which would be beneficial and various sections would be appropriate for that inclusion.

This is an excellent and comprehensive text for intro students that includes important historical moments and thorough coverage of main concepts and theories in the field, with a diverse set of moments and examples.

Reviewed by Emily Werschay, Communication Studies Instructor, Minnesota State University System on 10/22/19

Overall, this textbook is quite comprehensive in covering various channels of media, particularly from a historical perspective, and would work well for an introductory course. It features the same focused areas of content that are in my current publisher textbook and incorporates elements of culture as well. It does not provide a glossary or index, which would be helpful, but key terms are in bold.

The text contains accurate research with clearly-cited references that give credibility to the content.

The historical content is well-crafted. The text provides a clear and informative introduction to the history of media and does well with the rise of newspapers, television, and movies. You will not, however, find a reference more recent than 2010, which means any advancements in media and technology in the past decade are not covered. An instructor using this text would have to supplement content on current types of media such as streaming television and music services and the current debate of social media shifting toward news publishing in terms of content delivery. While the text includes culture and political climate of the past, much would need to be supplemented for the last ten years.

The text is professional and well-written. It is well-suited to a college reading level.

The chapter format, writing style, and overall presentation of information are consistent throughout the text. I appreciate the defined learning outcomes and key takeaways pulled out in each chapter.

The text is divided into clear chapters focusing on one medium at a time, much like other publisher texts for mass communication. For example, books, newspapers, magazines, music, radio, movies, and television each get their own chapter. Each chapter begins with clearly defined learning outcomes, and features key takeaways, exercises, assessments, and critical thinking questions at the end, as well as a section on career connections.

The topics are presented in chronological order from the history of mass communication, through the various mediums, and finally to the future of mass communication (though most will find the content particularly about recent and current trends will need to be supplemented as it is outdated).

I didn't find any problems with the interface as it is a standard text that can be viewed as a PDF, but an index would really help navigation. I will say that it's not particularly user-friendly, so I may try integrating the online format chapter-by-chapter into D2L so that I can break it up by modules and add links to make it more interactive with supplemental resources.

Professional, well-written text with no errors.

I don't believe readers will find any of the text culturally insensitive or offensive. The text is focused on U.S. media, however, so some supplemental content may be needed.

This textbook is very comprehensive and will work well for an introductory course. It covers the same focus areas as my publisher text, so I feel comfortable switching to this textbook for my Introduction to Mass Communication course with the awareness that it does not cover the past decade. I will need to provide supplemental information to update examples and cover current topics, but that is generally accepted in this particular field as it is continually changing with advancements in technology.

Reviewed by Bill Bettler, Professor, Hanover College on 3/8/19

This text is comprehensive on several levels. Theoretically, this text echoes the framework employed by Pavlik and McIntosh, which displays sensitivity to convergence. However, this text understands convergence on multiple levels, not just the three employed by P and M. This text is well-researched, with ample citations on a whole host of media topics. Each chapter has multiple ways that it tests the reader, with "Key Takeaways," "Learning Objectives," etc. And finally, the text features chapters on the history and development of key historical media, as well as key emerging media.

Some students find Pavlik and McIntosh a bit too transparent in their Marxist assumptions. While this text certainly introduces Marx-based theories about media, it seems to do a better job of contextualizing them among several other competing perspectives.

Some of the popular culture texts felt a bit dated--for example, opening the "Music" chapter (Chapter 6) with an extended case study about Colbie Caillat. Unfortunately, this is the nature of mass media studies--as soon as books come into print, they are out of date. But I have a hard time imagining my mass communication students being inspired and engaged by a Colbie Caillat case study. I'm not sure what the alternative is; but it seemed worth mentioning. Other examples are much more effective and successful. The historical examples from different types of media are well-chosen, thoroughly explained, and insightful. Also, this text discusses emerging media more successfully than any other texts I have used.

The style of this text is straightforward and scholarly. It seems to strike an effective balance between accessibility and specialized language. For example, key concepts such as "gatekeeper" and "agenda setting theory" are introduced early and applied in several places throughout the text.

Like Pavlik and McIntosh, this text uses the concept of "convergence" to explain several key phenomena in mass communication. Unlike P and M, this text understands "convergence" on more than three levels. Like P and M, this concept becomes the "glue" that holds the various topics and levels of analysis together. As mentioned before, this text is especially effective in that it introduces foundational concepts early on and applies them consistently across succeeding chapters.

On one hand, this text rates highly in "modularity," because I could imagine myself breaking its chapters apart and re-arranging them in a different order than they are presented here. This is in no way meant as a criticism. I routinely have to assign chapters in more conventional texts in a different order. The fact that the technology involved in delivering this text makes it easier to re-arrange is one of its best selling points. The reason I scored this as a "4" is because some of the chapters are quite dense, in terms of volume (not in terms of difficulty). Therefore, I could see students perhaps losing focus to some degree. I might combat this by making further breakdowns and re-arrangements within chapters. This is not a fatal flaw--but it does seem like a practical challenge of using this text.

As mentioned above, some of the chapters are quite dense, in terms of volume. Chapter One is such a chapter, for example. I could easily see Chapter One comprising two or three chapters in another textbook. Consequently, there is a likelihood that students would need some guidance as they read such a dense chapter; and they would likely benefit from cutting the chapter down into smaller, more easily digestible samples. On the other hand, the Key Takeaways, and Learning Objectives, will counteract this tendency for students to be overwhelmed or confused. They are quite helpful, as are the summarizing sections at the ends of each chapter.

I did not encounter any problems with interface. In fact, the illustrations, figures, charts, photographs, etc. are a real strength of this text. They are better than any other text I have seen at creating "symbolic worlds" from different forms of media.

The writing style is professional and free of errors.

This is a genuine concern for mass media texts. Media content is a direct reflection of culture, and today's culture is characterized by a high level of divisiveness. I did not detect any examples or samples that were outwardly offensive or especially controversial. But, perhaps, there is a slight bias toward "the status quo" in the case studies and examples--meaning that many (but certainly not all) of them seem to be "Anglo," Caucasian artists. Looking at the "Music" chapter, for example, some popular culture critics (and students) might lament that Taylor Swift is an exemplar. While this choice is undeniable in terms of the popularity of her recordings and concerts, some might hope for examples that represent stylistic originality, genre-transcending, and progressive ideas (Bruno Mars, Kendrick Lamar, Jay-Z, Beyoncé, Lady Gaga, etc.).

I have been using the same text for seven years (Pavlik and McIntosh). I have decided to adopt Understanding Media and Culture: An Introduction to Mass Communication. It is simply more thorough in its sweep of history and contextualization of culture, more multi-layered in its theoretical perspectives, and more rich in its examples and insights. This books is recommendable not just as an open source text, but as it compares to any conventional text. Students will benefit greatly from reading this text.

Reviewed by Hsin-Yen Yang, Associate Professor, Fort Hays State University on 11/29/18

Understanding Media and Culture: an Introduction to Mass Communication covers all the important topics in mass communication and media history. It also provides case studies, Key Takeaways, Exercises, End-of-Chapter Assessment, Critical Thinking Questions, and Career Connections in every chapter. Although this book does not provide a glossary, the comprehensiveness of the book still makes it a great textbook choice.

While the information was accurate and the discussions on key issues were supported by good references, it was odd to see the questionable formatting and quality of the first reference on page 3: Barnum, P. T.” Answers.com, http://www.answers.com/topic/p-t-barnum. --> First of all, Answers.com is not considered as a credible source by many scholars and the other half of the quotation marks was missing.

The major weakness of this book is the fact that many of the references were outdated. For example, on page 479, the statistics in the section, "Information Access Like Never Before," the cited reports were from 2002 and 2004. When discussing topics such as Net Neutrality, digital service providers, new policies and technologies, the urgency for updated information becomes evident. However, as the author correctly pointed out: "Although different forms of mass media rise and fall in popularity, it is worth noting that despite significant cultural and technological changes, none of the media discussed throughout this text has fallen out of use completely."

The writing in this book is very clear and easy to understand. The colored images, figures and tables should be very helpful in terms of student comprehension and engagement.

The framework and terminology are consistent throughout the book.

Each chapter can be assigned to students as a stand-along reading, and can be used to realign with other subunits should an instructor decide to compile reading within this book or from different sources.

Each chapter follows similar flow/ format: the history, evolution, economics, case studies and social impact of a mass medium, followed by Key Takeaways, Exercises, End-of-Chapter Assessment, Critical Thinking Questions, Career Connections and References. It was easy to navigate the topics and sections in this book.

I downloaded the book as a PDF and had no problem to search or navigate within the file. The book can also be viewed online or in a Kindle reader.

I spotted a few minor formatting or punctuation issues such as the missing quotation marks stated earlier, but no glaring errors as far as I know.

While it mainly focuses on American media and culture, this book contains statistics and cases from many countries (e.g. Figure 11.7), provides many critical thinking exercises and is sensitive towards diverse cultures and backgrounds.

Overall, this is a high-quality textbook and it contains almost all the key issues in today's media studies in spite of the somewhat outdated data and statistics. The strengths of this book are: Excellent historical examples, critical analysis and reflections, clearly defined key issues and in-depth discussions. Even when using the most recent edition of textbooks, I always research for updates and recent cases. This open resource textbook makes an outstanding alternative to those high-priced textbooks.

Reviewed by Hayden Coombs, Assistant Professor, Southern Utah University on 8/2/18

Perhaps the best quality of this text, Understanding Media and Culture is a very comprehensive textbook. I have used this text in my Mass Media & Communication course for two years now. Each chapter focuses on a different type of medium, starting with the earliest books and working its way up to the latest technological advancements in mass media. Other beneficial topics include: Media & Culture, Media Effects, Economics of Mass Media, Media Ethics, Media and Government, and the Future of Mass Media. These topics provide a solid base for a 100 or 200-level introductory communication course. They also were written in a way that each chapter provided sufficient material for a week's worth of discussion.

This book was written in a very unbiased manner. It is completely factual, and not much room is left for subjective interpretation. The discussion questions allowed multiple themes and schools of thought to be explored by the students. Because this book is intended for an introductory course, the information is fairly basic and widely-accepted.

My biggest issue with this title was that the latter chapters were not written with the same quality as the first ten or so chapters. However, that was the thought I had after the first semester I used this text. Since then, multiple updates have been written and the entire text is now written in the same high-quality throughout. Because this title is being constantly updated by its authors and publishers, the text is never obsolete.

Terminology is clearly defined, and students have little trouble finding definitions in the glossary. Because this text is written for an introductory course, there are not many intense or confusing concepts for students to understand.

Consistency rating: 3

As previously mentioned, the biggest struggle I've had with this text is the fact that the latter third was not written to the same quality of the first ten chapters. However, this issue seems to have been remedied in the latest edition of this text.

The modularity was the biggest selling point for me with this text. Our semester runs 15 weeks, the same number of chapters in this text. I was able to easily focus our classroom discussions and assignments on the chapter theme each week. The text also provides plenty of material for two or three discussions.

Organization/Structure/Flow rating: 3

The text starts by introducing some basic concepts like culture and effects. From there, it focuses on ten different types of media (books, newspaper, radio, television, etc.). The concluding three chapters go back to concepts such ethics and the future of mass media. While not a major issue, there was a major difference in the tone of the two types of chapters.

This text is available in .pdf, kindle, .epub, and .mobi formats, as well as in browser. While nothing fancy or groundbreaking in terms of usability, it is simple and all of my students were able to download the format that best suited their individual needs.

The text contained no grammatical errors that I noticed in the latest edition, a tremendous improvement from the first semester I used this text.

I did not find the content to be culturally insensitive or offensive in any way. It used a variety of examples from the world's history, but I found none of them to be inherently offensive. The subject matter and the fact that this is an introductory text probably assist with the cultural relevance because it is easy to understand, but the themes rarely get into "deep" discussion.

This is a fantastic text. Comparing it to other texts for my COMM 2200 Mass Media & Society text, this textbook was not only easier for my students to understand, but it was written and compiled in a way that made teaching the material enjoyable and easy. I have recommended this book to the other instructors of this course because it allows our students to save money without sacrificing anything in terms of content or learning.

Reviewed by Heather Lubay, Adjunct Faculty, Portland Community College on 8/2/18

Overall the book is comprehensive, covering everything from books to radio to electronic media & social media. Each topic has a descent amount of information on both the history and evolution, as well as where we are today (though, as tends to be the nature of the industry, the “today” piece gets outdated quickly. However, the text covers the topics that most other texts of this subject cover as well. I would have liked to have seen just a bit more depth and analysis, instead of the broad, surface-level coverage.

The text is fairly accurate, though, with the rapid rate of change, it’s difficult to be accurate shortly after publication. Using sites such as MySpace as an example, or only looking at movies put out through about 2007, impacts the accuracy as society has changed and moved on. Students in 2018 are given more of a historical perspective from when they were kids more so than having a representation of what media means in today’s world.

Relevance/Longevity rating: 2

This is a hard one because the historical information stands the test of time, but many of the examples fall short for today’s students. The Social Media chapter still references MySpace and Friendster as current platforms and only goes as far as FaceBook & Twitter. The author makes it a point to clarify when the book what published, which helps, but, again, it’ll be hard for a current student to see past that when they’ve grown up with the platform being discussed as “new” and have moved on.

The book is fairly fast-paced and easy enough to follow for lower level or beginner students. Examples are easy to follow and the key takeaway boxes and exercises help further basic understanding.

The chapters are fairly consistent, covering the basic history, evolution, and influence/impact.

The text can easily be used as formatted, or broken up into sections and moved around.

The organization is fairly straightforward. Earlier forms of mass communication are covered first, moving on to newer forms. Once students have a basic understanding of each form, they can then move on to topics like ethics, government, and economics, which need that basic understanding to fully grasp the larger concepts.

The book is easy to navigate with had no issues viewing the photos or charts.

The book is well written and free of any gratuitous errors.

The book does a good job of focusing on US media and society. It uses pretty typical examples, though it could incorporate more relevant examples to today’s students. Some case studies reference minority groups, but it would have been nice to see even more examples featuring minority groups. Also, Using YouTube as a “new” viewing outlet and discussing “The war between satellite and cable television” and DirectTV versus Dish makes the cultural relevance more towards older generations than younger ones.

Overall the book does a great job with the history of mass communication and society. It would work for any lower level course. However, the examples are fairly out of date and the instructor would have to present more recent and relevant examples in class.

Reviewed by Randy (Rachel) Kovacs, Adjunct Associate Professor, City University of New York on 6/19/18

I like the way that the author has broadened the scope of the book to incorporate so many aspects of culture, society, politics and economics that some people would be inclined to distinguish from the mass media, when in reality, all these aspects of contemporary life are intertwined with and influenced by media messages. It provides an historical retrospective but also shows how convergence and constantly-evolving technologies have driven the way consumers use the media and the way producers will use those technologies to rivet the attention (and influence the purchasing choices) of today’s consumers. The text incorporates the most salient areas of media’s evolution and influence.

The book appears to be objective and adopts a critical but non-partisan perspective. It presents data, including media laws and policies, accurately, and the cases it cites are well documented. The author provides sufficient references to support the facts he states and the conclusions he draws. Caveat--The media landscape and technologies are constantly evolving, so the book is accurate for its time of publication but needs to be updated to include new developments.

The way that the author integrates the historical perspective with current roles of social media in is a clear indication of its relevance. The dates may change, as may the celebrities, industrialists, spokespersons, and there may be geopolitical and cultural shifts, but the author’s explanation of theories/principles and the cases selected show how mass media power and influence are here to stay. The author advances the salient issues at each juncture and contextualizes so they we can relate them to current events. The book could be updated but is still has relevance/longevity.

The book is written in a language that is accessible to the layman/beginning student of mass media. The cases that are boxed, and key takeaways at the end of each chapter further distill what is already explicated. There are many concrete facts but a minimum of jargon and any terms used are adequately explained.

The framework and the terminology are consistent. There is also a consistent structure in terms of the visual layout and breakdown of each chapter’s sections, which makes the material far more accessible to students. It’s reassuring in a way, because students know where to go in each chapter for clarification of terms and restatement of the major media developments or areas of impact.

The book’s content is broken down within chapters into (pardon the expression) digestible chunks. The way each subsection is organized makes sense. The major sections where media, developments, policies, etc., are first introduced are illustrated by boxed portions and then reiterated clearly at the end of the chapter with small, chunked takeaways and questions that challenge the students to ponder issues more deeply. The modules are distinguished by color, typset, size of font, etc. which is aesthetically appealing.

The organization makes sense and the topics segue smoothly from one area of media focus to another. Also, the way the book opens with an overview of mass media and cultural is a good starting point from which to document specific historical eras in the development of communication and to transition from one era of communication to another within a context of technology, politics, industry and other variables.

: The text does not have any interface issues, as it is easy to navigate, all illustrations, charts, and other visuals are clear and distortion-free. All features of the book are legible and all display features are legible and functional.

The book is grammatically accurate and error-free.

The book represents a range of cultural groups in a sensitive and bias-free way. Its discussions of media with regard to both dominant cultures and various minority cultures is respectful, bias-free, and non-stereotypical. It is culturally relevant and inclusive.

For many years, I have used a textbook that I have regarded as very high quality and comprehensive, but as it has become increasingly expensive and out of reach financially for many of my students, I find it hard to justify asking my struggling students to add another financial burden to them. Why should I when they can use this OER textbook? I am seriously considering using Understanding Media and Culture in future semesters and recommending it to my colleagues.

Reviewed by Stacie Mariette, Mass Communication instructor, Anoka-Ramsey Community College on 5/21/18

This OER is very comprehensive. I used it for an online course as a PDF textbook. While this discipline evolves faster than any other communication area I teach, this book remains solidly grounded in a wide variety of resources and foundational... read more

As I use it more often, I find myself wanting to update it only for examples regarding the evolution in technology/platforms and the societal/cultural changes that result – not to change the historical content of what is already there.

I haven't come across any factual errors at all.

The examples in this book are often dated. This is my one very mild criticism of this text and only reflects the nature of the information. As we grow into new media and adapt as a society to those delivery methods, it's only natural. I actually use updating the examples in the textbook as an assignment for students.

Some closer to up-to-date examples that I have added into my teaching of the course and to the materials are:

"Fake news" and social media's role in spreading it, especially in terms of Facebook and the last election

Data mining and algorithm practices

"Listening" devices and digital assistants, like Siri and Alexa

The subculture of podcasts

Business models – both for artists and consumers – of streaming services across all media

The chapter on convergence is short and could be a text all on its own. Information relating to this topic is sprinkled throughout the book, but the concept itself is so important to analyze that I like to think about it on its own. This is an area I will beef up in future semesters for my own students.

Streaming services and online journalism overall are two areas that I have noted to update and reference in nearly every chapter.

The short segments and snippets of information are very helpful and clear for students. It's all very digestible and the vocabulary is at just the right level.

The discussion questions and further reading/information are placed in logical places in each chapter. And this consistency helps the reader understand their prompts and what to do next – and additionally the important topics to take away.

I love how this text can be reordered very easily. Since it's so comprehensive, I actually omit a couple of the chapters (radio and magazines) to take the info at a slower pace and have never struggled with remixing other chapters.

In fact, I plan to blend Chapters 11 and 16 (Social Media and New Technology) for my upcoming semesters and have no doubt the text and materials will allow for this.

I like how the chapters primarily focus on one medium at a time. From there, the structure of evolution, technological advancements, social/cultural implications and then a look at trends and emerging controversies helps to build to exciting and relevant discussions and for students to have the backdrop to bring their own insights.

The interface is reliable and easy-to-use. I deliver it as a PDF within my online classroom software. I have never had issues with students downloading and reading on multiple devices – or even printing and referencing – based on their preferences.

This book is very concise and grammatically crisp. It's clear that the authors of the version I am using valued precision in their language and it helps students to see this resource as high-quality!

Cultural and societal relevance are important in this discipline and it's purposely covered in each and every chapter. However, as I mentioned earlier, the examples are outdated in many cases. So I layer this into class discussions and supplement with further readings and assignments. Some of the topics I add are: Representation in entertainment media, like TV and film, for example how the #MeToo movement gained ground based on the film industry Ways that online gaming culture is permissive of the communication of –isms, like sexism and racism Ways that social media and screen time are impacting attention spans, interpersonal relationships/communication and child development How citizen-sourced video and reporting differs from that of trained journalists and how important the differences are The section on media effects is helpful and thorough. I always include a key assignment on this topic. It's also an area I plan to emphasize even more in the future – particularly the idea of tastemaking and gatekeeping. There are many crossovers to many examples that are more up-to-date than the version of the text I have been using.

I love this book and it is on-par with many others I have reviewed for my Introduction to Mass Communication class.

Reviewed by Stacy Fitzpatrick, Professor, North Hennepin Community College on 5/21/18

The presentation of the historical context of media evolution in the US is clear and reasonably detailed, providing a good foundation for an introductory level course. As other reviewers have mentioned, this text was published in 2010 and is out of date in multiple areas, particularly with respect to media laws and regulation, social media, and newer developments of technology (e.g. preference for streaming television, technological and social advancements in gaming). Beyond needing updates to reflect newer advancements in media, this text would benefit from more attention to global media structures, including how they vary across political systems and how they impact how citizens use media to communicate. Additionally, an index and glossary would be helpful for navigation.

I am basing this on the fact that this was published in 2010. Considering the publication date, the factual content for that particular time frame is presented accurately, clearly cited, and reasonably unbiased. There is perhaps an unintended gender bias in the presentation of some content (e.g. Sister Rosetta Tharpe is absent in the music section, as is Nina Simone), though this could be a result of a broader, societal gender bias. Images, charts, and graphs are used well and clearly explained.

The historical content is fine, but the text is almost 9 years out of date and there is a great deal of content that needs to be updated. Making the necessary updates may take some time since the content is tightly written and there are reflections of the date of publication throughout the examples used, images presented, and media discussed. Using this text in class would require the instructor to provide supplemental content on newer advancements in media.

This text is appropriate for a freshman/sophomore level course and reads well. Important terms are defined and each section includes an overview to set a context and clearly defined learning objectives.

The language, terminology, and organization of the text is consistent throughout. This makes moving between chapters easy since they follow a similar format.

With a few exceptions (chapters 1 and 2), the text lends itself well to using different sections at different points. Where there are self-references, there is typically a hyperlink to the section referenced. This is useful for those reading the text online, but less useful if printed sections of text were used.

Chapters 1 and 2 clearly present a structure that the following chapters follow. The only chapter that seems to really break that flow is Chapter 16, but that is more a result of the text being so out of date than a significant change in structure.

I found the online reading format the easiest to navigate. The Word and PDF versions are somewhat more awkward to navigate without using a search keyboard function.

There were a couple minor typos, but no significant grammatical errors that might impact comprehension. The readability assessment (via MS Word) indicated a reading grade level of 13.1, which is consistent with lower division college coursework.

There is a heavy focus on US media, which is acknowledged early on in the text. More integration of content related to global media would strengthen the text. There should be more examples that integrate multiple forms of diversity, such as gender, ability, age, sexuality, race, and ethnicity. Additionally, without an update, younger students may not understand some of the references. For example, younger students in 2018 don’t know Napster as a file-sharing site since it has rebranded to become a streaming site more similar to Spotify.

It would be great to see an update in the content of this text for 2018 that also incorporates broader perspectives of multiple identities and global perspectives. As is, I would use sections of the text and supplement that content with more current examples and issues. Balancing the cost of textbooks in this field with the quality and recency of the content is an ongoing challenge.

Reviewed by Craig Freeman, Director, Oklahoma State University on 5/21/18

The book covers all of the topics you would expect in an inter/ survey course. read more

The book covers all of the topics you would expect in an inter/ survey course.

The book does a good job of accurately surveying mass communications. Good job sourcing information.

The most recent citations are from 2010. That's just too far in the past for a rapidly changing subject like mass communication.

The book is clear and easy to read. Well written.

The book is internally consistent, with recurring sections.

The book does a good job breaking the information down into smaller reading sections.

The book follows the standard structure and flow for introductory texts in mass communication.

The interface is fine. It's a big book. Would appreciate active links to help skip chapters.

No grammatical errors.

I would appreciate a little more diversity in the examples used.

Really wish the authors would update this a bit. It does a great job with the history. Needs updating on the modern issues.

Reviewed by Kateryna Komarova, Visiting Instructor, University of South Florida on 3/27/18

Comprehensiveness rating: 2 see less

The title Understanding Media and Culture: An Introduction to Mass Communication suggests that we are looking at a comprehensive introductory text. In my opinion, this book is the most valuable to GE courses and entry level courses across Mass Communication disciplines, as it does excellent job in covering the fundamentals of mass communication. The textbook is heavy on history, which is a great thing.

I found the content to be accurate and, to my knowledge, error-free.

In comparison with other introductory texts, the content is generally up-to date with current trends. Yet, the distribution of attention towards various forms of media tends to be slightly disproportional. For instance, print magazines alone (essentially, one of many forms of print media that’s experiencing a stable continuous decline) receive as much attention as all forms of social media altogether. As a communications practitioner and an instructor, I was pleased to see information on the merge of paid media and social media (content partnerships and native advertising being the prime examples, albeit these particular terms were not used by the author). On the other hand, some aspects of current media landscape (such as the role of mobile apps, for instance) could be explored further.

The text is written in simple, easy-to-understand language and would be appropriate to non-native speakers.

I find this text to be consistent in terms of terminology.

The book is organized in rather non-trivial fashion, without a unified approach to chapter categorization. Yet, I found this approach refreshing. I loved that the author suggests specific learning outcomes for each section (example: "Distinguish between mass communication and mass media"), key takeaways, and practical exercises. The question bank provided as part of this textbook is a treasure box! It’s a great resource that allows me to have more fun in the classroom by asking interesting questions that wake up the students and generate some amazing answers. The chapters are designed to be used selectively, in no particular order. Big plus.

The content is presented in chronological pattern: from past to future. Other than that, I did not trace much consistency in the material. For instance, Media and Culture is followed by Media Effects, after which the author switches to reviewing various forms of media (Radio, Magazines, Newspapers, etc.). The chapters to follow are Economics of Mass Media and Ethics of Mass Media. I find to be an advantage, as the subsections may be used selectively, and the order may be easily redesigned.

I read the textbook online via the Open Library portal http://open.lib.umn.edu/mediaandculture/chapter/1-2-intersection-of-american-media-and-culture/ . I found the navigation to be very easy. Good interface.

I did not spot any grammatical errors.

I found the content USA-centric. For this reason, it may have limited application to global courses (such as Global Citizens Project courses offered at USF). The majority of case studies are drawn from the United States; much attention is paid to the history of mass media in the USA and current U.S. legislation safeguarding privacy. In today’s increasingly globalized culture and economy, a broader outlook on media and culture may be expected. More international references would enhance the points made by the author. It is important for students to understand that major trends in mass communication, such as convergence of the media, are not unique to the United States. Similarly, increasing media literacy should be positioned as a global, rather than national, priority.

It is a great introductory text that provides a current overview of various forms of media and highlights the role of mass communication in society.

Reviewed by Joel Gershon, Adjunct Professor, American University on 2/1/18

The book should be the perfect fit for my course Understanding Media, as it indeed covers all of the subject matter of the course. The problem is that it is not up to date and therefore detracts from the complete picture that each one of these topics delves into. For example, the music section poses the question: How do the various MP3 players differ? It refers to Spin as a magazine (it ceased its print operations in 2012). Or in the section on television, there is a question about the war between satellite and cable television. I think the winner of that is neither, as streaming a la carte is what people are talking about in 2017 as the direction TV is going in.

This criticism, of course, is obvious and easy. It's actually an exhaustive book that does contain a wealth of useful information, although no glossary or index – glaring omissions. Unfortunately, it suffers from not being up to 2017, when we are living in an up-to-the-second world. Especially in a field like media studies, it makes this book unusable in its entirety. The chapter ethics and economics aren't as badly out of date.

It is accurate for the time it was written in, but in today's world, much of this doesn't hold up. Just one example, there is the claim that Reader's Digest has the third highest circulation of all magazine, which is no longer the case in 2017. It is not in good shape. Even the references to "President Obama," obviously show that it was written a different era with a very different landscape for the media world. Still, the great majority of it appears to be represented fairly, albeit in an outmoded way. It's just that the trends and latest innovations in 2010 won't even make sense to a college freshman whose frame of reference likely came about three years after

Content is up-to-date, but not in a way that will quickly make the text obsolete within a short period of time. The text is written and/or arranged in such a way that necessary updates will be relatively easy and straightforward to implement.

Obviously, this is a major weak link of the textbook. I've already commented on this, but I think any time the textbook is referring to MySpace or Friendster in a way that suggests that they are viable social media sites, it makes itself into a caricature of an outdated guide.

No real problem here. The book is fully clear, well-written and to the point. The problem is that the point was made in 2010. That said, there is no glossary or index.

Again, this book is solid as a foundational textbook to get students the basic information regarding the history and meaningful cultural highlights of different forms of media. From radio to media and democracy, the lessons are thorough and contain useful and important information. It's just that some of this information is outdated.

The book is quite easy to read, the organization is fine and reads like any typical textbook. I will say that there have been advancements made, and that this book should be more interactive and multi-media if it wants to keep up with the Joneses.

It's fine in this regard. The writing itself is great and it's broken up nicely. Very readable and I wish it was up to date because it's a solid textbook.

This is fine for 2010, but there is no interactivity or video or things to let us know that we are in 2017.It's basic and fine, but nothing stands out are particularly innovative.

Written well. No issue here at all.

Again, this is the fatal flaw of the book. It's just not going to be persuasive if it doesn't manage to maintain the sensibilities of someone in 2017. Between politics and technology there have been extreme shifts in the media in the past few years and a book like this would need to be updated monthly to stay relevant. It could work as a historical document to see how people thought in 2010, but not really as a relevant book today.

Reviewed by Suzi Steffen, Instructor, Linn-Benton Community College on 6/20/17

This text is rather comprehensive, at least for the time it was published. It covers pretty much any topic one might want to cover in a Media and Society or introductory media and communications class, though for those interested in topic areas like journalism, advertising, and public relations, this textbook is much more about the history of those areas than how they are surviving and functioning today (and that's fine with me; I can update with information that's more recent). There is no index (at least in this form), and there is no glossary, but terms are well-defined within each chapter and within pull-out boxes as well. It would be incumbent upon the professor and students to keep some kind of glossary or wiki, which is not a bad idea for a media history/media and society class in any case.

Often in a textbook for media and society or media history, one can see the author's world view shining through - is capitalism too much for media? Should media creators take an "unbiased" view of the world? How is a medium influenced by the way it is funded? The book has a solid conversational tone and is authoritative on its history, but I might prefer a little more analysis of media ownership and consolidation. As for accuracy, yes, the facts seem quite accurate to the best of my knowledge, and the text is written (and edited) by someone with a journalist's view of language - it's useful, it's best done well, and occasionally it lends itself to some essayistic moments.

I'm not sure there's a way to write a book like this that can keep it relevant past the month in which it was written, much less seven years later. Many of the examples the author uses to illustrate music, social media, books, newspapers (some of which don't exist anymore), magazines (ditto), etc., are simply no longer relevant. It *is* interesting to read about what the author thought was relevant at the time, and what the author thought would last, but this kind of book needs almost constant updating during this time of constant media churn and reinvention. I am giving it a 3, but really it's more like a 2.5 as any instructor would need constantly to find new examples that students will understand.

The book is accessible and lucid, absolutely. As with any history of a large discipline, the book contains a fair amount of jargon that is relevant to each portion of the subject matter covered, and the book is good about not only giving context and giving definitions but also setting aside boxed or special areas for examples that reinforce what it's talking about. The key takeaways at the end of each chapter, added to the exercises that are meant to help the students understand what's important in the dense historical detail and context of each chapter, are helpful as well.

This book is wonderfully consistent with terminology and the framework it employs to discuss media across a wide range of areas. From the beginning of each chapter, where an introduction lays out the plan of the chapter, to the end of each chapter - where a box of "key takeaways" explains what students should have learned - the book keeps a tone of very slightly amused detachment, mixed with earnest passion for certain topics, throughout, which is utterly consistent with how media people actually live their lives.

The text is definitely modular. It's written in a way that could easily be read in various chunks as the instructor or professor wishes to assign it. Blocks of text are broken up with images, a few charts, and a few stories that are boxed and that illustrate examples of topics within the chapters.

I think it's hard to know how to organize a media history/media and society textbook. Do you start with the printed word? But then, what about radio? Should radio come closer to magazines or closer to movies and TV? In that case, where do audiobooks and podcasts go? So, even as any instructor would grapple with these sorts of questions, the book is laid out in a way that made sense to the author - and that can be ripped apart and reassigned by each instructor. There's no need to read economics at the end of the course; perhaps, despite the fact that it's at the end of the book, it should come at the front end of the course - and because it's modular enough for flexibility, that's not a problem.

I read the textbook on my desktop Kindle and on my phone. It's not super with the images or charts, and the boxed questions and exercises at the end are especially hard to take. This interface could use a little attention, at least in the Kindle applications area. It's not impossible; it just needs some work.

No errors that I saw, though a textbook without at least a few grammatical errors is a miracle.

It's hard to say whether it's culturally insensitive or offensive because, well, I'm a white woman. I note that it talks about U.S. media's places (different for advertising, PR, newspapers, etc.) in the Civil Rights Movement and to a certain extent it discusses the ways that major media have been controlled or run by men, by white men, by straight white men. But I don't think the text addresses any of these things in the depth or with the clarity of thought that one would like to see in 2017. (Yes, it's a 2010 text.) In gaming, in Twitter discussions, in talking about newspapers or online media, the book is simply behind the times, and that makes it culturally problematic if not insensitive.

I am reluctant to adopt this book with students who really need more recent examples to make sense of how things are going now, today, in 2017, though it's also relevant for them to learn the history of how we got here (if anyone can really understand that at this point). I'd love to use a newer edition if one comes out. I might use or adapt parts of it along with other readings for my media and society class in 2018, but I'll be cautious about that.

Reviewed by Shearon Roberts, Assistant Professor of Mass Communication, Xavier University of Louisiana on 6/20/17

The textbook hits the standard areas for a typical Introduction to Mass Communication course: evolution of media industries, media and society, media effects and theories, media law and ethics, the digital age, and global media. It is comprehensive in its case studies and historical events that are typically taught for an Introduction to Mass Communication course. The text is current as there is a chapter on the Internet and Social Media and several chapters look at the digital revolution as it impacts media industries. There is no glossary or index, however. Instructors will have to rely on chapter sections for lesson planning.

From Gutenberg to Apple and Google, the book provides content that is accurate on the development of media. The author thoroughly cites case studies and provides questions for critical thinking about issues affecting media industry trends and on the impact of the media on the public. Statistics, data and trends are appropriately cited for reference check on accuracy of estimates.

Case studies and citations stop at 2010. However, the author makes projections for media trends up to 2020. Since media industries are most vulnerable to yearly change, the information in the book holds for now, although the positions of some of the digital media players have changed since the book has come out. However, the author is careful to clarify dates for events that were transformative for media industry changes, at the point in which these events occurred, even if changes have occurred since the book was published in 2010. Within another 5 years, the book is likely to need some updates to digital age developments.

The language used is accessible for a first year student taking an Introduction to Mass Communication course. The theory, ethics and law chapters are broken down for a 1000-2000 level course. The case studies and critical thinking boxes are useful in helping to break down and apply a wealth of information in the text for students to conceptualize the importance of historical events and their social or cultural impacts.

The author is clear on defining media industries, digital convergence and common theories in mass communication.

Instructors can easily use the text as is, or piece together sections on history, digitization and media and society from several chapters, depending on the instructor’s preference.

The text follows the standard logic for media introduction courses moving students through print, to audio, to film to broadcasting and to the digital age. The author wisely weaves in the impact of new media in each of these phases of evolution so the student does not have to wait until the end of the text to see the impacts of the changes of the industry, as they understand media to be today.

While the interface is simple, all graphics and text boxes, as well as assignments are designed similarly throughout the text and easy to locate as an e-text for student work.

Sentences throughout the text are concisely written and the text appears thoroughly proofed.

It was important for me to see examples of race, gender and global dimensions of the media represented as case studies, assignments and critical thinking in the book. From using The Birth of a Nation and its outcry from the NAACP in the film chapter to the rice of BET, or the understanding stereotyping of African Americans in TV, this book has relevant examples that relate to minority students or for a Historically Black University. I did however see no mention of the black press, or the work of alternative media in introduction narratives left out of the mainstream media. However, most introductory media textbooks, also leave this out. If this is an interest area for diverse students, unfortunately instructors are left to source that information themselves. But the most prominent case studies for diverse groups can be found in this text.

It was surprising to discover such an open-textbook as the cost of Intro to Mass Communication textbooks are typically over $100 and students only use this textbook once. This is a valuable resource. I hope the author would consider updating in a few years for recent developments and important case studies such as the #BlackLivesMatter movement and President Donald Trump's election for an examination of media literacy.

Reviewed by Gwyneth Mellinger, Professor and Director, School of Media Arts & Design, James Madison University on 6/20/17

The book covers all of the subject areas typically touched on in a media and society survey course; however, the discussions within chapters would benefit greatly from more examples and, in some cases, greater detail in explanation. I often thought the content was pretty thin. This was particularly so in Chapter 2, where the treatment of effects theories and media studies controversies required much more supporting discussion to be relevant to undergraduates. The greatest weakness in the text, and the specific reason I would not adopt it for my own course, is that the book's engagement of social and digital media is, for the most part, woefully out of date and separated into discrete chapter segments, rather than synthesized into discussions directly. A text on media and society assigned in 2017 cannot be comprehensive if it does not engage media in a way that makes sense to the students who are reading it. There is no index or glossary.

Content Accuracy rating: 2

There is no bias in the text and historical detail appeared to be represented accurately. Again, I question whether a book written in 2010, which lacks full context for the subject matter, can accurately reflect media and society for students in 2017. For example, in 4.6, online journalism is represented as blogs and online newspapers. That is an accuracy issue for today's students.

Relevance/Longevity rating: 1

The book is out of date. Examples and context stop at 2010, and many cultural references will not resonate with current students, which is the point of examples and cultural context. The Beatlemania example early in the book and the references to 2009 in the opening paragraphs advertise the lack of currency. Significantly, the book cannot be easily updated in its current form because its approach and perspective are also out of date. By failing to integrate social media and the Internet into the central narrative, the book emphasizes legacy media in a way that is no longer relevant.

The book is clearly written, though additional examples and context would be helpful in places.

The narrative is consistent in terminology and framework.

The modularity of the text would allow use of sections of the text at different points in a course.

The content in Chapter 11 on evolution of the Internet and the impact of social media belongs near the beginning, not the end, of the text. In addition, the impact of media economics on content is downplayed by sequestering this discussion in Chapter 13. Each chapter on legacy media ends with a section on the impact of new technology on that medium. These sections feel tacked on.

There were no interface issues. That said, the book lacked the visual engagement used by many media and society texts to capture and maintain the interest of today's students.

The text is clean. Of note, the text correctly uses "media" as a plural noun. There was, however, this awkward subheading at 1.2: "What Does Media Do?"

The text is not culturally insensitive. It acknowledges cultural imperialism and the digital divides as issues. There are examples of media content that would be deemed inclusive. That is not to say, however, that today's students would find the examples culturally relevant. The book is written from their grandparents' perspective.

Without irony, the unknown author of the text includes in a media literacy checklist and discussion (1.8) the advice that students should scrutinize the identity and credentials of authors. This same section warns against anonymous online sources. This is a conceptual problem with this particular online text. It's not clear why the author wants to distance her/himself from the project, but it creates a question of credibility.

Reviewed by Elizabeth England-Kennedy, Assistant Professor, Rhode Island College on 4/11/17

The book is extremely comprehensive. Not only does it include all forms of mass media, but it intelligently and thoughtfully addresses critical concepts such as ethics and culture. Photojournalism (especially the work of muckrakers such as Jacob Riis) is not included, and investigative reporting is too briefly addressed, although including advocacy journalism was a sound choice. There is no index or glossary. The lack of a glossary is surprising since key words are already highlighted in text.

The text is accurate and information is fairly represented and free of personal bias. No errors were found.

This is the most concerning characteristic of the book: The information has long-term relevance and is written in a highly readable way that will enhance its longevity. However, the examples tend to be temporally but often not generationally up-to-date and positioned for longevity. For example, beginning the book with an example that is this far removed from today's undergraduates' world may lessen their interest in reading further, as opposed to beginning with more focus on Beatlemania and then moving to an example of an artist/group more accessible to their generation. Additional examples used later in the book are drawn from recent time frames, but may not be commonly accessed. This is the only aspect of the book that would make me hesitate to adopt it.

The text is written in lucid prose that is accessible to introductory readers, though individuals whose first language is not English could have some difficulty reading independently. However, with minimal pre-reading guidance (e.g., introducing concepts that will be included in an upcoming reading assignment, instruction on how to use the Learning Objectives and Key Takeaways to best effect), these readers should also be able to understand and effectively use the text. Context is given for jargon/technical terminology, and definitions are generally clear.

The text is consistent in format, terminology, framework, and tone.

Modularity rating: 1

The book is clearly divided into relatively short subsections that are logically sequenced. Longer sections tend to be broken up by images, all of which are relevant examples of concepts being discussed in the section. The Learning Objectives, Key Takeaways, End-of-Chapter Assessments, and Critical Thinking Questions sections for each module are useful for guiding student reading and could be easily adapted into learning exercises and assessments such as discussions, quizzes, exams, and writing assignments. The Career Connection section at the end of chapters is innovative, and could be especially useful for students considering majors in communications-related fields. Chapters and sub-sections could be used independently in reading packets or rearranged without their being weakened, making it a more flexible resource or textbook.

The organization is clear. Sections are clearly labeled and of approximately the same length. Titles of chapters and subsections are logical and clear. Topics are logical laid out: An overview of foundational concepts in the first two chapters frames the remaining chapters effectively. The remaining chapters are organized in a historically-logical order. This structure is well-designed to helps readers better understand how an increase in the number and forms of media channels impacts audiences and media effects. Chapters are also internally well-organized and could be used separately as desired.

There are no interface difficulties. Pictures are clear and free of distortion. Navigation is clear and easy to use. Because the sections are short, reader interest should be maintained despite the low level of images included. Multiple platforms can be used.

The text contains no grammatical errors. A nice touch by the author is to clarify and model the correct grammatical usage of "medium" vs "media."

No cultural insensitivity or offensiveness was found. The author acknowledges that the book is focused on US media and includes culturally diverse examples. Topics such as cultural imperialism are addressed specifically. Related topics such as cultural appropriation and marginalization are referenced, although these specific terms are not necessarily used (e.g., the latter is addressed in the chapter on music as an outcome of the oligopoly in music without using the term "marginalization"). This could have been taken further; for example, the section on "Issues and Trends in Film" does not address concerns about "whitewashing" or lack of diversity in Hollywood movies and the section on Independent films does not address movies that countered these trends (e.g., the work of Spike Lee and Robert Rodriguez). However, the book lays the groundwork necessary for a discussion of such concepts in class or for use of supplemental materials that build on this text.

The book could be used as a stand-alone for an introductory class. Sections could be used in more advanced classes as supplemental readings or in reading packets.

Reviewed by Kevin Smith, Instructor, Chemeketa Community College on 2/15/17

This text is comprehensive in its coverage of all major media platforms and key general concepts related to mass media. There are times (e.g. Chapter 2: Media Effects) when some concepts are defined vaguely, but this is not indicative of the book as a whole. There is no glossary nor index, but most terms are defined well in the context of each chapter. The review sections at the end of each chapter would also help students organize and recall relevant information as they study. There is little that I feel is missing from this textbook that would be appropriate for an introductory mass media course.

A neutral, objective tone is struck throughout, with no apparent errors or gaps in coverage of major media and concepts. To the best of my knowledge, I believe this text to be free of errors, although it needs to be updated.

While this text is outstanding in its coverage and clarity, it is now seven years out-of-date and needs to be updated. A text on mass media should reflect the most recent changes in technology and economic and political contexts.

This text appears to be written for college freshmen and sophomores. Perhaps even upper-level high school students could successfully grasp its content. Most jargon particular to the discipline is defined and illustrated thoroughly.

The text is rigorous throughout, with even weight given to all concepts. There are occasional overlaps between chapters in coverage of terms (e.g. media bias), but nothing that seems sloppy or out-of-place. The historical overview of media technologies blends seamlessly with the beginning and later chapters on media studies concepts.

The structure of the book lends itself exceptionally well to divisibility, while demonstrating the ability to maintain its own internal coherence. The text seems designed for a semester-long course, so those looking to use it for quarters or with students whose expected reading loads might be lighter will find it easy to pull only what they need from it without sacrificing clarity.

The book's content is designed expertly, with introductory chapters leading into a chronological overview of the history of media technologies (books to social media). The text concludes by expanding its scope to cover more general concepts (e.g.media ethics) that scaffold on previously discussed ideas. This framework would greatly aid students in comprehending central ideas in media studies as they relate to specific technologies and historical periods.

I did not notice any problems in this area, although a cover might be helpful in identifying the text.

I noticed some minor typos, but nothing that reflects poorly on the high level of discourse and mechanical aspects of the text.

The text employs examples that would be helpful to students as they seek to understand mass media in diverse settings. There was no inappropriate content noted. The text is respectful and inclusive in this sense.

The end of chapter summaries, takeaways, exercises and critical thinking questions are outstanding and would serve any instructor well in designing a course with relevant activities tied directly to the text, while also pointing to other sources in contemporary mass media. The book is an invaluable resource that deserves the attention of a group of scholars who can update its content in order that it be more relevant to students.

Reviewed by Amy Rawson, Professor, Century College on 2/8/17

Interestingly, this textbook was more comprehensive than I originally expected. The text covered all of the major areas to be expected in a mass communication textbook: Media, Books, Newspapers, Magazines, Radio, Movies, TV, Games, Internet & Social Media, Advertising & PR, Economics, Ethics, Media & Government and the Future of Mass Media. However, I am giving 4 stars because there is no index or glossary which I deem especially important for a mass communication textbook.

The textbook is accurate. I also like the chapter on the future of mass media. The textbook seems to be error-free and unbiased. Each chapter section includes a few learning objectives and a few "key takeaways." There are also exercise questions at the end of each chapter section. The examples in the exercise questions are dated. It would be nice to have more current examples. However, I would prefer questions about the chapter at the end of the entire chapter or at the end of each section in addition to the objectives, takeaways and exercises. Thus, I am giving 4 stars for outdated examples.

I agree with another reviewer that the examples are a bit dated (which quickly happens in a mass communication textbook). This affects the credibility of the overall text. For example, in Chapter 16.1 Changes in Media Over the Last Century the example box titled "Pay-for-it Content: Will it Work?" is from 2009! This is 2017.

The textbook is written in clear and easily understood language. It is accessible and comprehensible. It would be nice to have a glossary for students for the mass communication jargon.

The text seems to be consistent with terminology and framework. However, the textbook seems dated overall and new terminology and frameworks could be added to make it more relevant and interesting for students.

The modularity of the textbook is good. It is easily and readily divisible into smaller reading sections that can be assigned different points within the course. I like the division of the chapters into subsections.

The organization/structure/flow of the textbook is good. However, I agree with another reviewer that the textbook is too lengthy. In my opinion, 647 pages is too long. Although I have used other textbooks of similar length, there are many more vivid visuals for students and more timely information and examples.

The text is free of significant interface issues that may confuse or distract the reader.

The text contains no grammatical errors.

The textbook examples for cultural relevance could be more current.

Thank you for this opportunity. I like the idea of an open textbook and would be interested in doing more reviews in the future.

Reviewed by Tom Grier, Professor, Winona State University on 8/21/16

The book is comprehensive, covering the study of media and its intersection with culture, through an in-depth look at each of the major mediums, then content considerations, economics and ethics issues related to the mass media. read more

This text seems accurate. I didn't find glaring errors of fact in my reading. Though, as I will mention later in my review, many of the examples used in the text are now several years outdated, when more recent examples or case studies would be more relatable to a youthful college audience.

This is one area where I find some difficulty with the book -- as is the case with every text of this type. The world of media is ever-changing and fast-changing. The historical information about the invention, early adoption, and improvements to the mediums of mass communication (books, newspapers, radio, television, etc.) are fine. A few of the examples and case studies used to describe events related to the media feel outdated. This is most apparent in Chapters 1 and 2 on Media and Culture and Media Effects. Examples from 2010 and 2011, are not relative to college freshmen in 2016 who were in middle-school and probably not paying attention when these things happened. Therefore, the longevity of this text is limited, unless it is updated-revised at least every third year.

The author's writing style is informative and engaging. While the writing is clear and understandable, the chapters often get too deep and try to cover anything and everything in a particular content area-- or sub-chapter, when a couple statements and one case study would suffice.

I found the chapter formatting, writing style and narrative flow to be consistent from chapter to chapter.

Here, the text shines. First, it is broken into chapters that are easily identifiable and segment the content nicely. Within each chapter are several sub-chapters that allow readers to read and absorb material in smaller chunks. This will be helpful to the learning styles of younger people today.

For the most part, I agree with the author's organization and flow. My only thought, and it's just an opinion, is: Chapter 2 on Media Effects should be moved to Chapter 14, so it comes after the major media categories and then the economics of the media, and just before the ethics and law of media. To be fair, most mass media textbooks follow this same organization. When I teach the class, I always move the "effects" chapter to later in the semester, after I've discussed the media types, their history and development.

A second thought, I'd hold the footnoted source credits to the end of each chapter, or preferably to the end of the book. The sometimes very long list of footnoted sources between each sub-chapter stops the flow for readers that may wish to read a full chapter.

I downloaded the PDF version, and read that. I found the interface cumbersome. I wish paragraphs were indented. I wish it was easier to navigate from chapter to chapter or topic to topic without scrolling, scrolling, scrolling. I wish there was an easy way to get to a Table of Contents with one click, and then from there click topic-anchored reference points to skip to specific information sought.

I wish it had an index that had anchor links. I realize this would be a large undertaking to create and connect the links. But that would make searching and finding specific information easy and fast. If I was a college student studying for a chapter quiz or exam on the foundations of radio, I might like to scoot to the Index and click on Radio-Invention, or on Marconi and be led instantly to that content within the text.

And, probably an easy fix, I wish it was more evenly spaced. In my opinion, there should consistently be two spaces between sub-headed sections or sub-chapters. In most places in this text, a new, bolded subhead appears on the very next line under its preceding paragraph. This looks jammed and messy.

I have no problem with the grammar. It's clear, easy to follow, and written to be accessible to a college audience. I used the Gunning Fog Index to test several paragraphs throughout the text and found some of the writing aimed at an audience with 10-11 years of formal education, and in a few cases more than 15 years of education. The average of my selected readings came out at 12-13 years of education -- perfectly appropriate for a freshmen-level college course.

Other than my hope for some more recent case studies and examples, I find the text to be culturally relevant. A few of the examples mention MySpace, Napster and Kazaa as internet entities with which the audience should be familiar. In reality, today's college freshmen know almost nothing of these three internet terms. In my current Media and Society class, less than ten percent of the class had ever had a MySpace account. They had heard of MySpace, but really knew nothing. No one in the class knew about Napster or Kazaa first-hand... perhaps had heard of them in another class.

This text feels too long. This is a difficult thing. The author includes everything he feels needs to be discussed in each chapter. But it's too much for a college freshman-level class. Example: The chapter on Music is more than 50 pages long. While I agree college students should be able to read this much each week for a class, I'm confident they will not read this much. I believe the text could be condensed quite a bit while maintaining the content necessary to make it meaningful at the freshman level. It's a complete text, and would make a nice reference tool -- with better indexing and searching links within the body -- but it won't work at an entry level to the study of media. At my university, the "Media and Society" class is a 100-level course, used as a general education class that can fulfill a categorical credit-need for all students, not just Mass Communication majors. And we consider the class a "feeder" to the major, introducing students to the study of media and hopefully igniting an interest in students to consider a career in media, and therefore declare a Mass Communication major. This book, with its depth, might be more appropriate in an upper-vision media studies course.

Reviewed by Nick Marx, Assistant Professor, Colorado State University on 1/7/16

The text is a broad and comprehensive overview of all relevant forms of media today. Although this is a common organizational approach for survey textbooks of media, this particular volume utilizes it in a particularly clear and cogent manner. Instructors approaching media and culture from a mass comm/journalism standpoint are much likelier to find this text useful than are instructors who approach media and culture from a perspective emphasizing critical/cultural studies, historical poetics, and/or aesthetics.

Content is accurate and strikes appropriately diplomatic tones where contentious issues might arise that concern social and cultural power.

The text is quite relevant for the most part, but by the very nature of its subject matter will undoubtedly require updates every few years. Framing the intro of the "Future of Mass Media" chapter with a specific device--the iPad--rather than the set of cultural protocols such devices foster, for example, might prove to be one area where instructors redirect conversations after the next new device inevitably cycles through.

The text is lucid and easy to follow. The book is ideal for introductory-level courses, but is likely too survey-oriented for courses beyond that level.

The text is consistent in structure, tone, and subject matter.

Here the book really excels at guiding students through a programmatic approach to studying media. Each section of history/description is followed by useful discussion prompts and activities, easily lending itself to course adoption.

The book flows logically. Some medium-specific chapters might arguably be collapsed into others, but their separation provides instructors with a good range of options for organizing lesson plans as they wish rather than having to proceed sequentially.

The text is a cleanly organized PDF, but is quite cumbersome to navigate internally. At 700+ pages, there's no table of contents and little in the PDF that allows for quick and easy browsing without intense scrolling. I'd recommend a hyperlinked TOC and some mechanism that affords instructors/students the freedom to teach/read in a modular, not linear, fashion.

The book is very clean and free of any obvious errors.

The book appropriately qualifies and focuses on the US media context, drawing on a good diversity of examples throughout.

Reviewed by Robert Kerr, Professor, University of Oklahoma on 1/12/15

This book devotes almost 800 pages to achieving an impressive level of comprehensiveness, considering the vast subject material upon which it focuses. Moving from Gutenberg’s 15th-century invention of the movable type printing press, through the beginning of the contemporary media age launched by the introduction of the telegraph in the mid 19th century, on into the explosive era opened with the beginnings of wireless communication, and ultimately into the revolution of Internet communication that by 2008 meant that U.S. households were consuming 3.6 zettabytes of information annually, the equivalent of a seven-foot-foot tall stack of books that covered the entire nation and represented a 350 percent increase from just three decades previously. This book manages to cover that remarkable series of media developments, and actually a good bit more, while keeping it all in broader context and without getting bogged down in the tedium of too much minutia from any one topic area.

This reviewer came across no errors of fact nor any pattern of bias in presentation.

The author of any text on this subject is faced with the challenge of achieving up-to-date content on a subject that explodes with new developments faster than any static text could ever stay fully up to date on for long. This text addresses that challenge by focusing on presenting a fully, dynamic framework that is so fully developed that it provides readers with a quite useful and enduring framework for considering crucial issues of media and culture in a manner that should give it a considerable shelf life. That framework is designed to help readers understand not only today’s media landscape but to consider what may be ahead for that landscape in terms of the future of media and culture.

The text breaks down relevant concepts and terminology with lucid, accessible prose so that even readers at the most introductory level should be able to always understand the discussion. Throughout the text, it very clearly helps readers think about each concept and related elements very clearly and in context that illuminates their significance.

This book’s use of terminology and framework is remarkably consistent. The author clearly has an instinctive, unified understanding of the essential dynamics driving the media world as it has evolved, exists today, and is unfolding going forward, and consistently discusses all topics in a context that never loses connection with that broad, fluid picture.

Chapters are organized into small modules, short subsections that by and large can stand alone and could be reorganized as an instructor might find more useful for the purposes of particular courses. Each chapter and each subsection includes highly useful learning objectives, key takeaways, and exercises, links to source materials and end-of-chapter assessments.

The book begins with a thorough overview that takes the reader quickly through a multifaceted assessment of the relationship between media and culture. With that foundation established, it moves into discussion of what is understood about the complex subject of media effects. Then it moves into narrower topics within the broader view considered so far, moving on to discussions of books, newspapers, magazines, music, radio, movies, and television, and then on to more recent developments such as electronic games, the Internet and social media. Then it steps back again to consider broader media influences such as advertising/PR, the role of economics in shaping the nature of mass media, ethical considerations, and government influence, before concluding with a substantial discussion of the future of mass media. The final chapter very effectively brings together the many strands of discussion from preceding chapters and synergizes them with a forward looking discussion of what the media future may hold. A table of contents within the book pdf itself would be helpful, as would content outlines at the beginning of each chapter. However, each chapter does contain very good breakdown highlights of each subsection’s learning objectives, key takeaways, and exercises, as well as extensive links to source materials and end-of-chapter assessments.

There do not seem to be any interface problems. The book is easy to navigate and the images/charts are displayed clearly, without distortion. Display features are presented quite distinctly and effectively throughout and should present readers with not distractions or confusion. The layout is somewhat visually plain, compared to many websites and even many traditional textbooks with more graphically elaborate designs, but the simple layout is easy to negotiate. The number of images/charts is not abundant, but is sufficient.

Grammar is used correctly throughout -- including use of the term “media” as a plural noun, which even too many academics have begun to use incorrectly as a singular term. It even includes an explanation of why it is incorrect to make that term singular, despite its popular usage in such manner. The text is very well written throughout, lively and to the point, with an easy flow that should enable readers to move through it almost effortlessly.

Over the course of this 761-page book, the reader is taken through an extensive range of discussion examples that span a multitude of races, ethnicities, and backgrounds. This reviewer did not detect any instances of cultural insensitivity or offensiveness.

This book is written well enough to be of general interest as a stand-alone read, apart from the context of its use as a textbook.

Reviewed by Doug Trouten, Professor, University of Northwestern - St. Paul on 7/15/14

The text covers all of the major forms of media and significant related topics (advertising, media economics, ethics, etc.). While the text lacks a dedicated chapter for journalism, this topic is covered at length in some of the other chapters. No... read more

Content is accurate and free of glaring errors. Although written in a personal, conversational tone, the text avoids obvious personal bias.

The content is up-to-date, including discussion of social media and references to recent works of media criticism. The rapid development of new media makes it likely that some of the material in this (or any) book will quickly seem dated, but the most time-sensitive material is confined to a few chapters, which should facilitate future updates.

The book is written in clear, easy-to-understand language that should appeal to today's college-age reader.

The text shows good consistency, introducing key ideas early and using them to facilitate understanding of material covered in subsequent chapters.

The chapters are clearly divided into subsections, each with clearly stated learning objectives, key takeaways and learning exercises. Most subsections could stand on their own, and chapters focusing on specific forms of mass media could easily be rearranged or skipped if desired.

The topics are presented in a logical fashion. After introducing basic ideas about media and culture and media effects, the text moves to discussion of various forms of media in chronological orders, and ends with chapters on various mass media applications and issues, such as advertising, public relations, ethics and government regulation.

The text is a basic PDF, with fixed line breaks that limit display options. Most URLs are live links. Footnote numbers and references to chapter sections look like links but are not, which may confuse some readers. A format better-suited for e-readers would be welcome.

The text strives to be culturally neutral, and should not offend any particular group of readers. The text clearly focuses on the U.S. media context, and acknowledges this limitation early on.

This is an impressively comprehensive overview of mass communication, written in a clear and engaging manner. Discussion questions and exercises are helpful resources for classroom use. A glossary, index and more flexible e-format would make this text even more useful. This text is a welcome addition to the field, and will serve students and teachers well.

Chapter 1: Media and Culture
Chapter 2: Media Effects
Chapter 3: Books
Chapter 4: Newspapers
Chapter 5: Magazines
Chapter 6: Music
Chapter 7: Radio
Chapter 8: Movies
Chapter 9: Television
Chapter 10: Electronic Games and Entertainment
Chapter 11: The Internet and Social Media
Chapter 12: Advertising and Public Relations
Chapter 14: Ethics of Mass Media
Chapter 15: Media and Government
Chapter 16: The Future of Mass Media

Ancillary Material

University of Minnesota Libraries Publishing

About the Book

According to the author, the world did not need another introductory text in mass communication. But the world did need another kind of introductory text in mass communication, and that is how Understanding Media and Culture: An Introduction to Mass Communication was birthed.

The only question was: What would be the purpose of another introductory mass communication text?

Understanding Media and Culture: An Introduction to Mass Communication was written to squarely emphasize media technology. The author believes that an introduction to mass communication text should be a compelling, historical narrative sketching the *ongoing evolution* of media technology and how that technology shapes and is shaped by culture — and that is what he set out to deliver with his new textbook.

Today's students are immersed in media technology. They live in a world of cell phones, smart phones, video games, iPods, laptops, Facebook, Twitter, FourSquare, and more. They fully expect that new technology will be developed tomorrow. Yet students often lack an historical perspective on media technology. They lack knowledge of the social, political and economic forces that shape media technology. This is not knowledge for knowledge's sake. It is knowledge that can help them understand, comprehend, appreciate, anticipate, shape and control media technology.

With this focus, Understanding Media and Culture becomes an appropriate title. Indeed, the title has particular significance. Marshall McLuhan's Understanding Media is a key text in media studies. Written in the 1960s, Understanding Media was the subject of intense debates that continue to this day. Its central message was that the technology of media — not their content — was their most important feature. In a typically pithy phrase, McLuhan said, "The medium is the message." The title, Understanding Media and Culture: An Introduction to Mass Communication , situates the introductory text in a large, engrossing theoretical conversation.

The goal is to adopt a textbook that will support and complement your teaching of this course. Understanding Media and Culture: An Introduction to Mass Communication will support an engaging and interesting course experience for students that will not only show them the powerful social, political and economic forces will affect the future of media technology, but will challenge students to do their part in shaping that future.

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v.12(9); 2020 Sep

Role of Mass Media and Public Health Communications in the COVID-19 Pandemic

Ayesha anwar.

1 Internal Medicine, Allama Iqbal Medical College/Jinnah Hospital, Lahore, PAK

Meryem Malik

2 Biotechnology, Harvard University, Cambridge, USA

3 Psychiatry, Fatima Jinnah Medical University/Sir Ganga Ram Hospital, Lahore, PAK

Vaneeza Raees

4 Medicine, University of Washington, Seattle, USA

Anjum Anwar

5 Anesthesia, University of Washington School of Medicine, Seattle, USA

In Dec 2019, a novel pathogen emerged, and within weeks, led to the emergence of the biggest global health crises seen to date. The virus called ‘SARS-CoV-2’, causes coronavirus disease which was named ‘COVID-19’ by the World Health Organization (WHO). The speedy spread of this infection globally became a source of public worry and several unknowns regarding this new pathogen created a state of panic. Mass media became the major source of information about the novel coronavirus. Much like the previous pandemics of SARS (2003), H1N1 (2009), and MERS (2012), the media significantly contributed to the COVID-19 infodemics. In this review, we analyze the role of mass media and public health communications from December 31, 2019 to July 15, 2020, and make scientific inferences. The COVID-19 pandemic highlights multiple social, cultural, and economic issues arising from the media’s arguable role. The racial prejudices linked to the origin of the virus prevented collaborations among scientists to find a solution. Media coverage of coronavirus news during geographical lockdowns, extended quarantines, and financial and social hardships induced fear and caused psychological stress. Domestic and elderly abuse upsurged. The unscientific cures and unverified medicines endorsed by the politicians and fake doctors proved harmful. The media played a worldwide role in coronavirus disease tracking and updates through live updates dashboard. The media allowed for timely interventions by the Center For Disease Control And Prevention (CDC) and the World Health Organization (WHO), enabling a rapid and widespread reach of public health communications. We saw an upward trend for the promotion of health and hygiene practices worldwide by adaption of safe health practices such as increased hand washing, use of face coverings, and social distancing. Media reinforced illness-preventing guidelines daily, and people were encouraged to use telehealth to meet their healthcare needs. Mass media has an imperative role in today’s world and it can provide a unified platform for all public health communications, comprehensive healthcare education guidelines, and robust social distancing strategies while still maintaining social connections. It can enable equal access to healthcare, end discrimination, and social stigmatization. The role of media and public health communications must be understood and explored further as they will be an essential tool for combating COVID-19 and future outbreaks.

Introduction and background

COVID-19 is a global infectious disease that emerged from Wuhan in the Hubei province of China in December 2019. It has spread to 210 countries throughout the world. World Health Organization (WHO) declared it a pandemic on Jan 30, 2020, and raised international public health concerns for it [ 1 ]. As of Jul 15, 2020, more than 13 million people have been affected by this disease. To date, around 0.6 million deaths have been reported. It has proved far more fatal than other coronavirus family members, with a fatality ratio of 1.4% (varying slightly among countries) [ 2 ]. Between Dec 31, 2019, when the Chinese authorities declared their first case of pneumonia of unknown etiology to until Jan 3, 2020, a total of 44 cases were reported to WHO. However, the causal agent was not identified during this reported period. Subsequently, the novel coronavirus was identified on Jan 7, 2020, and its genomic sequence was shared with the world [ 3 ]. WHO named the disease as ‘COVID-19’ and causative virus as ‘SARS-CoV-2’ on Feb 11, 2020 [ 4 ]. It has been named due to its genetic resemblance to the coronavirus that caused the SARS outbreak of 2003. The other members of the family include SARS coronavirus SAR-CoV and MERS coronavirus MERS-CoV.

The disease primarily affects the respiratory system with symptoms ranging from fever, cough, and mild shortness of breath, to severe desaturation, causing respiratory failure. Despite the lung damage in the form of adult respiratory distress syndrome (ARDS), there are reports of the novel virus creating a thromboembolic condition in the body and hence causing myocardial infarction and pulmonary embolism. It can also result in kidney failure in several patients. Modes of spread range from droplets, airborne, or feco-oral to contact spread. There is news of viruses staying viable on surfaces from a few hours to many days. This heterogeneous spectrum of disease is concerning and one of the reasons for the increased fatality of the disease.

These aspects create a public worry and force the general public to seek help from the most accessible ways available to them. For most people, it’s either the internet or media, which includes print, as well as broadcast options. The internet is considered a worldwide media. In an epidemic or pandemic, controlling the spread of disease is a basic requirement. It requires early recognition of symptomatology, prompt diagnostic measures, effective home and hospice management, and appropriate preventive steps. This in turn, requires the role of varying departments ranging from government to healthcare, to the media, to the general public itself. Whenever a new virus or bacterial disease emerges, it goes through localized transmission, amplification in the spread, and finally, the remission with successful measures. The controlling measures are taken at each step of the chain. They include anticipation about the likely widespread infection, early detection, effective containment, control and mitigation measures, and lastly, eradication. According to WHO, it involves the coordination of responders, proper health information system, and managing communication risks. Media plays a crucial role at each step. The method of news reporting modifies the behavior of people and their attitudes. This was studied in the H1N1 influenza epidemic in the Shaanxi province of China in 2009. In a study published in 2016, Yan Q. et al. showed how people’s response can change with media reports and, hence, can affect emerging disease control [ 5 ]. Media reports of the disease spread during the H1N1 pandemic in 2009 raised fear and awareness among people. On the one hand, it helped people to adopt essential protective measures. On the other hand, some people started stigmatizing diseased persons from inappropriate articles published in some newspapers [ 6 ]. This is an example that indicates that the interaction between media awareness and disease control is a two-directional approach.

To study the media impact and disease dynamics, the media impact model was designed after the pandemic of SARS 2003-2004. This was inconclusive of the overall positive or negative impact of media, thus prompting the need to expand the model and studying its effects [ 7 ]. In the MERS outbreak in 2012, again, the media played its role. With advancements in technology and an increase in the accessibility of the internet to the common man, public awareness increased manifold, thus urging better adherence to essential public health measures. The role of social media in the MERS epidemic in 2012 and the H7N9 epidemic in China was studied, showing a stronger reaction in the H7N9 epidemic. It further delineates the importance of the topic of discussion. This article will examine the role of the media in this COVID-19 pandemic and its impact on the general public.

Role of media in COVID-19

In December 2019, the reports of patients with viral pneumonia in China surfaced. The origin was related to the Huanan Seafood’s whole market. Researchers established that the disease has most likely originated from bats, mutated to infect humans, and transmitted by droplet routes among humans. Since the origin occurred in a wet market, the media criticized the Chinese for consuming live animals like bats, snakes, and dogs. Previously known as “Wuhan virus” and “China coronavirus,” it was subsequently called 2019-nCoV, and then finally, on February 11, the World Health Organization (WHO) gave the disease an official name, "Covid-19". In spite of this, renowned world leaders ignorantly kept calling it “Chinese virus” which left concerning effects in international communities [ 8 , 9 ]. Asian people were stigmatized and called by the name ‘Corona’ on the streets. Many reported incidents of such racial slurs which exaggerated already existing prejudices among people. This happened in SARS 2003 in Toronto which caused the xenophobic reaction, and similarly, was repeated with the coronavirus pandemic. It had a significant impact, leading the Chinese government to order the closure of all farmer’s markets and put a ban on eating live animals. This was an essential step in halting the spread of the virus. However, it also created a false sense of security among the rest of the world, and no one took the necessary precautions when the cases were limited to China.

Another news was that the ongoing bioweapons research in Wuhan universities has led to the emergence of the virus. It resulted in tweets about USA army troops bringing the virus to Wuhan while attending military games in Oct 2019. The use of media to spread rumors has been happening for a long time. For example, in 1985, the CIA was blamed for manufacturing the AIDS virus, prompting similar reactions in the public’s perception of the spread and handling of the virus. Such conspiracies create differences among nations, form unseen boundaries, and hinder the collaboration of scientists throughout the world in finding solutions. This recurred in the development of the COVID-19 vaccine as well, and the task became a competition for innovation and technology between Washington and China, rather than a solution for public well being. Thus, the goal of the world’s two largest economies became to win the battle of supremacy and achieve ultimate power [ 10 ].

Emotional and psychosocial aspects

Social media usage has increased manifold and thus, has a number of available platforms, including Facebook, Twitter, YouTube, Instagram, Snapchat, WhatsApp, and Reddit, along with their Chinese equivalents WeChat, Weibo, Tencent, Tik Tok, and Toutiao. People have become accustomed to posting every aspect of their lives on social media. This includes their achievements, worries, and travels on a daily and hourly basis. Since the lockdown, there has been an 87% increase in social media usage by the people [ 11 ]. People started gathering information posted on the groups and unknown pages and believing them. Religious pages also started attracting people amid crises by spreading unscientific information regarding the prevention and treatment of the virus.

The implausible claim of the virus affecting the geriatric population made the young vulnerable. This ultimately resulted in a large number of young affected by the virus. This unscientific and unproven fact spread like wildfire in the media and made the elderly go through many psychological and physical terrors. There were reports of old people being removed from family homes, and increased emotional abuse cases among them. This changed the public’s perception of the elderly population and caused increased depression among them based on society’s prompt reactions. In contrast, the millennials, college students, and high schoolers made their way to beaches to party in anticipation of their annual Spring Break Weekend, which later proved hazardous. Social media spread this spurious information regarding the virus that played with the minds of people who started refuting the importance of social distancing. Moreover, disruption in professional lives and sticking to social media in all this free time, highlighted the problems like racism and wealth inequality. Many cases of domestic violence were also reported. This further adds to the already growing depression due to quarantine.

Stress is the normal physiological response of human beings to variable unfavorable situations occurring in life. Those who are unable to control it go through anxiety or phases of depression. Depression can present itself in physical and psychological forms, which vary from person to person. To overcome it, some behavioral changes or medications may be required. The critical role of the media is to keep people connected, well informed, and entertained. The positive impact of the media was shown in the COVID-19 crises in promoting emotional stability among people. Pages and groups on platforms like Facebook and Instagram started posting videos regarding physical and mental health. Many relaxation exercises were advertised, and books were made accessible free of charge. Scholastic ensured free and feasible book attainability for young kids [ 12 ]. There were many other similar examples. Many people related to institutions started free online educational activities for kids of various ages. Numerous groups were formed, encouraging people in homeschooling with daily postage of worksheets for kids. Activities for toddlers helped guardians at home to a level that they stayed assimilated in healthy exercises daily. Moreover, stores also started selling educational toys on huge discounts with widespread advertisements through the media.

The CDC's many beneficial guidelines for preventing COVID-19 were reinforced among people through prominent advertisements on commonly used social media platforms. Facebook, Instagram, and television media posted the importance of ‘social distancing’ and ‘stay at home’ through free of cost and frequent, widespread ads. The printed media was utilized by supermarkets to promote their stores following the social distancing protocols. During road and air travel, there is continuous mention of ads like ‘Stay home, stay safe,’ ‘Face covers mandatory in public,’ ‘COVID-19: less is more, avoid gatherings’, ‘give extra space with each other and on the road,’ and ‘wash your hands, stay healthy, avoid COVID-19’. This repetition is essential to consolidate the role of them in preventing the disease spread. This campaign was run extraordinarily by the media using all resources and its subtypes.

Telemedicine

Telemedicine is a service provided remotely to patients for health-related advice, solving queries, and monitoring diseases via a secure connection, thus maintaining patient-doctor confidentiality. However, historically, the telemedicine service has remained under-utilized. In 2017, a survey study in the USA showed that 82% of people do not use this service [ 13 ]. The underlying cause may be related to limited availability, especially in rural areas of the world or cultural reasons. However, the government has always employed this in cases of tornadoes or disaster management. It uses a wide array of technologies like audio-video sessions, telephonic discussions, and integrated clinical information systems to help deal with problems faced by sick people in the community [ 14 ]. In the COVID-19 era, telemedicine has become the backbone of clinical practice. Virtual treatment of patients started at the beginning of the pandemic. People became scared of going to hospitals even for major problems. A helpline was also set up, enabling people to decide whether their symptoms accounted for COVID-19 testing. Media was used to promote it and hence, maintain norms of the lockdown.

No checks were maintained initially, and many “fake doctors” started using prominent social media platforms for this purpose. This specifically did the damage of spreading erroneous information regarding the virus and additionally persuaded beliefs in simple enigmatic treatments, thus causing people to become careless and assist the spread of the disease. For instance, rumors were spread about the use of humidification and steam for thwarting the disease and a video was aired on Facebook live lasting 40 minutes explaining the use of ‘steam inhalation’ as a way of killing the virus. In the video, a ‘technician’ elucidated the usage of boiled water mixed with sea salt and citrus peels for 15 minutes which was viewed 2.4 million times [ 15 ]. This provides only symptomatic relief during a common cold, and can seriously damage eyes, face, and airways through the heated water vapors.

Steam inhalation was just the beginning; many other local treatments appeared on social media and spread swiftly via messages. COVID-19 has no cure yet, and consequently, any potential cure has been shared without genuine medical research. It was widely emphasized to take vitamin C to boost immunity and strengthen the body as a preventative measure against the disease. Vitamin C is highly effective in combating the common cold. A meta-analysis showed the role of prophylactic intake of vitamin C in reducing the duration of disease but no effect on incidence and severity [ 16 ]. Vitamin C only improves resistance against pathogens by enhancing the immune system. The precise role of Vitamin C is not known, which can incite indiscreet practices in individuals to accept that it is more potent than it is. A clinical trial is being conducted at Cleveland Clinic to study the role of vitamin C as a supplementary medication for shortening the duration of COVID-19 [ 17 ].

In this time of psychological crises, various mental health organizations have developed a comprehensive approach for managing the rapidly rising mental disease load. Loneliness due to social isolation, anxiety about disease uncertainty among affected, financial losses due to business closures, despair due to discrimination, and insomnia from boredom are some of the psychological problems faced by people. There has been an increase in the number of suicides. Domestic violence is on the rise. Also, grief and bereavement of losing known people are being recognized. An expert team has been formed to serve in this situation. Online mental health services are working to combat mental diseases, and psychiatrists and psychologists on the internet provide free consultations. Social media is contributing to mental health education for the public.

SARS-COV-2 tracking tools

Amidst all the chaos and panic created by the virus, news channels played no less of a role in spreading panic. Different news channels started giving inconsistent information regarding the virus, number of cases and deaths worldwide. At this time of trouble, the map created by the John Hopkins Center of Systems Science and Engineering came as a shining light. It established a record-based data of affected people and deaths. Professor Lauren Gardner and her graduate student built the dashboard, which provided a tool for public health authorities, researchers, and the general public to track the reported cases and deaths in a friendly manner [ 18 ]. This was posted online on the internet for public use on Jan 22, 2020. Mapping the virus spread across the world helped with the uncertainty about its geographic spread and therefore, facilitated governments of various countries to adopt and begin timely actions.

This shows how the internet can play a positive role in crises and what it did in COVID-19. It paved the way for others to form tracking systems. Worldometer is another example, giving us live statistics and updated news regarding coronavirus [ 2 ]. It paved the way for others to form tracking systems and enable a common person to maintain their own excel data and use it for research or knowledge. Here is an example:

An external file that holds a picture, illustration, etc.
Object name is cureus-0012-00000010453-i01.jpg

Data taken from the Worldometer.

WHO has unveiled its Arc Geographic Information System (ArcGIS) Operations dashboard for COVID-19 on Jan 26, 2020, which maps and lists the number of cases and deaths [ 19 ]. It shows an epidemic curve that represents the number of cases by date of reporting. It also has a section that provides links to additional authentic information regarding COVID-19. The main goal is to map the worldwide spread of misinformation and confusion.

This breakthrough of media helped the countries predict how this outbreak is going to unfold and, hence, enabled them to put up necessary measures at appropriate times. This also made it possible for scientists and researchers to develop different prediction models regarding the pandemic’s course by formulating and guiding about the peak of cases and deaths at each place. Additionally, it provided hope in this grave situation by showing the number of recoveries. Now, computer-based spatial analyses integrating physio-epidemiological methods for identifying new likely outbreak centers are also being done.

Publicity of Chloroquine

Media is the primary source of information and plays a vital role in educating the masses. However, when overly eager sources spread information without proper verification, not only can it be harmful but it can have unintended consequences. The hydroxychloroquine (HCQ) example fits the scenario. HCQ, a lyso-somatotrophic agent, is an approved drug to treat malaria and some autoimmune diseases. Its propensity to fight certain viruses is explained by its role in blocking the function of lysosomes. It is postulated that at an acidic pH, certain viruses, after being internalized through the plasma membrane of cells, can fuse with lysosomal membranes, thus entering the cells and replicating. Chloroquine being a weak base, enters into lysosomes and raises the pH of the lysosome. As the pH rises, lysosomal enzymes fail to function, and viruses requiring acidic pH can no longer enter the cells. The productive role of chloroquine against SARS-CoV- 2 has been demonstrated in vitro [ 20 ]. The efficacy of HCQ in humans is yet to be determined. Several deaths were reported from chloroquine misuse, following Trump's endorsement of this drug as a "game changer" [ 21 ]. The first trial was done by Chinese investigators, followed by the French, which showed the drug’s efficacy in the duration of symptoms, radiological picture, and hospital stay. These trials were limited, non-randomized, and done on a small scale. Based on these limited trials, ICMR (Indian Council of Medical Research) recommended using chloroquine in healthcare workers and asymptomatic contacts without significant data. However, the CDC's clinical guidance on the use of chloroquine for prophylaxis was lacking because of the absence of results from Randomized Control Trials (RCTs).

Currently, several big pharmaceutical companies are pursuing the treatment and prevention of the novel coronavirus. However, aside from remdesivir created by Genentech, we do not have a promising drug for COVID-19 treatment. Thus, when chloroquine appeared as a hope, it sparked the interest of the media as a potential cure. Some politicians created hype and promoted chloroquine by declaring it effective against the novel coronavirus and referred to it as the ‘biggest game-changer in the history of the world (Figure (Figure2) 2 ) [ 22 ].

An external file that holds a picture, illustration, etc.
Object name is cureus-0012-00000010453-i02.jpg

We used the tool Awario.com to generate the drug mentions using keywords, Hydroxychloroquine and Chloroquine, and created a bar graph showing the social media mentions of the two drugs before and immediately after President Trump’s tweet on March 19, 2020.

This misstep or honest mistake proved hazardous for the public. Hydroxycloroquine is inexpensive, easily available in malaria-endemic regions, and became highly sought after following its publicity on several media platforms. It disappeared from the market like a ghost, prices skyrocketed, and vendors started stocking up on it. This created a supply chain deficit and its shortage left a profound impact on people using it as a management for their autoimmune diseases. Healthcare providers noted increased number of lupus disease flare ups and a spike in rheumatoid arthritis cases.

Moreover, many deaths were reported because of it's overuse. Chloroquine can have many adverse effects, the vast majority of which represent electrical arrhythmias in the heart like ventricular tachycardia, long QT syndrome, torsades de pointes, and sudden death. Also, without the results of studies, a safe dosage in COVID-19 was unknown. In Nigeria, at least two people were reported to have overdosed from the drug, and a man in Arizona died after taking it as self-medication, while his wife got critically ill [ 23 , 24 ]. Chloroquine gained all this attention after a small non-randomized clinical trial of just 36 patients from France [ 25 ]. However, a subsequent randomized clinical trial using high dose chloroquine was halted in phase 2b due to the lethal effects of the drug observed [ 26 ]. The FDA also had to issue a warning against chloroquine for COVID-19 after the results of the study were shared [ 27 ].

In just a small period, chloroquine was portrayed over social media as a wonder drug with a coronavirus cure, misleading the public about its effectiveness and rendering negative consequences. This shows that politicians should not be allowed to provide scientific information to the general public, especially using the media as a platform.

The COVID-19 outbreak spread worldwide within days due to the rapid advancements in technology, which has turned the whole world into a global village. Global traveling can transform epidemics to pandemics within the blink of an eye. In the present era, the media has become a powerful resource that affects and controls the disease outcomes in several ways. Owing to the vastness and variability in different media types, it can play both positive or negative roles. In COVID-19, the media has made a unique mixture of varied contributions. Here are the few things that the media should do in any outbreak to play its role effectively and practically:

Our proposed mass media model has six major components and we recommend evaluating the role of media according to how it performs in each category. This evaluation can serve as valuable feedback for timely and effective interventions using mass media as a tool to prevent and control all future outbreaks.

Public health communication

Whenever there is an outbreak, people tend to turn to the media for information. In COVID-19, Sprinklr recorded a count of nearly 20 million mentions of coronavirus on March 11. Extensive varying news coverage is enough to make the public feel dazed. Additionally, the spread of unscientific news by instant message technology creates a panic. This is also known as ‘headline stress disorder.’ In this pandemic, false and misleading information spread unchecked by using different types of media. Social media groups realizing this started utilizing third-party fact-checkers to limit the dissemination of the concocted knowledge. This happened late, and the damage was already done. It should be noted that:

-Only information that pertains to WHO or CDC guidelines should be allowed to be posted on social groups or aired on televisions.

-Each media source should have a way of connecting people to credible sources by having special tabs or pop-ups.

-Media should act as a bridge for people in need to reach health officials and the local government for their problems.

-Banning advertisements for medical equipment and drugs which have not been proven to have a definite role.

-Provide a platform to people to seek financial or social help from the people of the community.

-Scientific and political statements should be kept separate and properly categorized.

-Encouraging and appreciating the workforces trying to combat the disease.

Health education

The pivotal roles that the media can play in the current pandemic is promoting physical and psychological health measures and ensuring resilience in people belonging to different age groups and socioeconomic conditions. In COVID-19, it is a prerequisite to ensure public knowledge regarding the following things:

-Social distancing of 6 feet (2m) and its importance.

-Appropriate usage of face masks: One way to encourage the use of facemasks among the masses is for the government to provide them rather than people having to pay out of pocket to purchase them.

-Proper guidelines for recognizing, diagnosing, and managing the disease: Online symptom checkers can create unnecessary panic.

-A comprehensive set of guidelines can be made available throughout the internet from a single source like CDC or WHO, who do their due diligence before releasing them. Steps should then be taken to mandate the use of these guidelines worldwide.

-Mental health should be prioritized along with physical health.

-Experts should be allowed to participate only after verification of valid licenses and degrees online.

-During this pandemic, COVID-19-specific mobile apps can be developed that keep users updated about the pharmacies and their inventory, grocery stores and their inventory, hospital beds availability, Emergency Room (ER) wait times, and urgent care clinics in their localities.

Strategies for social distancing

Social isolation is associated with psychological changes among individuals. It incorporates feelings of loneliness, anxiety, and depression. It can be propagated and exacerbated by the conflicting role of the media. Media, however, can prevent this by adopting certain strategies like:

-Mental health programs to eradicate depression and anxiety for both the general public and health workers.

-Videos for relaxation exercises to keep bodies and minds healthy and fit.

-Education services provided to children of each age group.

-Social media groups to keep positive energy running among people and ensure adherence to public health measures.

-Connecting families and friends across the world by video chats, texts, and phone calls in times of social isolation.

Reduction of stigma, discrimination and prejudice

Media became the platform for spreading prejudice among people by spreading stories about the origin of the virus. Racial and socioeconomic discrimination became apparent during the quarantine. Inaccessibility to equal healthcare made the situation worse. Under such unprecedented circumstances, the media has the potential to unite people and end discrimination by spreading awareness. It can also be an excellent resource for information verification. However, this can only be possible through the responsible use of media where proper checks and balances are in place. This way, it can help prevent the spread of rumors and end stigmatization of those affected by COVID-19.

Telemedicine has been a chief strategic step in all unprecedented times. It was employed in disasters, tornadoes, and wars. In the COVID-19 pandemic, it has been a useful tool not only for those needing virus testing but also for dealing with people facing other health problems. There is a need to implement specific essential measures from the start of any pandemic. These include telephone helplines and online doctor services, pharmacy delivery of drugs at the doorstep, and managing diseases by video calls.

Managing infodemics

"Infodemic" stems from two words, "information" and "epidemic", and refers to a rapid and far-reaching spread of both accurate and inaccurate information about a disease. During a pandemic, when facts are often mixed with rumors, it becomes difficult to learn essential information about an issue. Infodemics, like epidemics, can be managed. WHO states in its publication “Managing epidemics: Key facts about major deadly diseases” (May 2018) that there are three main aspects to ‘outbreak risk communication,’ that must be worked out:

-Experts and concerned authorities should rapidly employ ways to relay necessary and concerning information to the public as soon as possible using mass media, including print media (brochures, pamphlets, newspapers), television, internet, and social media. Translational communication methods should be used to help populations as a whole and hence, remove social and cultural biases.

-Authorities need to address the fears, concerns, perceptions, and anxiety of people and devise ways to answer each query of each individual regarding anything. Again, the media can be utilized for this. Health surveys can be conducted via social media, television, or radio to tailor this. Views of people affected and interventions done for them can be wired via messages and managed.

-Controlling rumors and misinformation is required. Social media, which is a source of such propagation, can take fundamental measures to reduce them in a timely way. There should be ways devised to listen and correct the misinformation.

Conclusions

COVID-19 is a global crisis that has spread throughout the world at a dangerously fast pace. Mass media plays a huge role in circulating information, influences the public behavior and can curtail the spread of disease. In this article, we discussed the positive and negative impacts of media and proposed steps that can be taken to use media effectively in outbreaks. Furthermore, we recommend creating a model to evaluate the media response at the end of each epidemic and pandemic. This evaluation can serve as a feedback for the media to help devise better and more effective strategies to control and prevent subsequent outbreaks.

Acknowledgments

Author Contributions: Conceptualization, A.A.; Validation, M.M.; Methodology, A.A.,M.M.; Resources, A.A., M.M., A.A.; Writing-Original Draft Preparation, A.A., M.M.; Writing-Review & Editing, M.M., A.A.,V.R.,A.A.; Supervision, M.M.; Project Administration, M.M.

The content published in Cureus is the result of clinical experience and/or research by independent individuals or organizations. Cureus is not responsible for the scientific accuracy or reliability of data or conclusions published herein. All content published within Cureus is intended only for educational, research and reference purposes. Additionally, articles published within Cureus should not be deemed a suitable substitute for the advice of a qualified health care professional. Do not disregard or avoid professional medical advice due to content published within Cureus.

The authors have declared that no competing interests exist.

Social Learning Theory in Mass Communication – A Comprehensive Overview

Social Learning Theory, first proposed by psychologist Albert Bandura in the 1960s, posits that people learn from one another, via observation, imitation, and modeling. The theory comprises three core concepts: observational learning, inherent reinforcement, and reciprocal determinism. Observational Learning : This is the process by which individuals learn through observing others’ behaviors and the outcomes of those behaviors. Bandura suggested that this learning occurs in four stages: attention, retention, reproduction, and motivation . Inherent Reinforcement : Social Learning Theory suggests that we can learn by being rewarded or punished directly (known as direct reinforcement), as well as by observing someone else being rewarded or punished (vicarious reinforcement). Reciprocal Determinism : This concept involves the mutual influence between three components – the individual, the behavior, and the environment. It suggests that while our environment shapes us, we also have the power to shape our environment.

The Role of Social Learning Theory in Mass Communication

In the context of mass communication , Social Learning Theory has been used to explain how media influences behavior. Mass communication serves as a significant source of social learning by providing models of behavior that are observed and imitated by individuals. Media as a Source of Learning : Mass media can provide a wide range of behavioral scripts that people may observe and possibly imitate. For instance, exposure to violence on television can lead some viewers to learn aggressive attitudes and behaviors, a phenomenon well-documented in Bandura’s Bobo Doll experiments. Media Influences Perceptions : Media not only provides models for behavior but also affects people’s perceptions of the prevalence and acceptability of behaviors. For instance, if the media frequently portrays substance use as commonplace and acceptable, audiences may come to view such behavior as the norm. Media and Reinforcement : The media is capable of reinforcing behaviors and attitudes, either positively or negatively. The depiction of behavior consequences can influence whether an individual chooses to replicate the behavior. For instance, if a television character is shown to suffer severe consequences from drunk driving, it may deter viewers from engaging in similar behavior. Media and Reciprocal Determinism : Mass media and its audiences engage in reciprocal determinism. While media messages can influence audience behaviors and attitudes, audience preferences can also influence the media content. This dynamic interaction further complicates the role of media in social learning.

Do you want to learn about similar theories like the Social Learning Theory? Read our comprehensive blog here

Understanding Social Learning Theory

Key principles of social learning theory.

Observational Learning : This is the fundamental concept of SLT. Observational learning suggests that individuals learn and mimic behaviors by watching others. This process involves several steps: attention, retention, reproduction, and motivation . Attention requires the individual to pay heed to the behavior being observed, retention involves remembering what has been paid attention to, reproduction is the ability to perform the behavior that the model has displayed, and motivation to reproduce behavior is influenced by the observed consequences – rewarding or punishing. Reinforcement and Punishment : Reinforcement and punishment play a critical role in SLT. Behaviors are more likely to be repeated if they are reinforced, or rewarded, and less likely to be repeated if they are punished. Reinforcements can be positive or negative. Positive reinforcement is when a behavior is followed by a positive outcome, encouraging the behavior to be repeated. Negative reinforcement is when a behavior leads to the removal of an unpleasant outcome, which also encourages the behavior to be repeated. Punishments, on the other hand, decrease the likelihood of a behavior being repeated. Imitation : This principle suggests that individuals are more likely to imitate models who are similar to them, who they look up to or admire, and when the behavior is within their ability to reproduce. Cognitive Processes : SLT proposes that individuals are not merely passive recipients of information, but actively process information in their environment. This means that learning involves cognition – understanding and processing the behavior observed in others before it is imitated.

Vicarious Reinforcement : This term refers to an individual’s ability to learn from the consequences of another’s actions. If an individual observes a model being rewarded for a behavior, they are more likely to imitate and repeat that behavior. SLT has been applied in various fields, such as education, healthcare, and psychotherapy, to promote positive behavior and discourage negative behavior. In the research context, SLT can be studied using various methods, such as observational studies, experimental studies or surveys. The data can be analyzed using statistical techniques to understand the impact of social learning on individual behavior. The findings can be published in academic journals to contribute to the existing body of knowledge on SLT and its applications in different contexts.

Real-life Examples of Social Learning via Mass Communication

An excellent example of social learning via mass communication is the influence of public service announcements (PSAs) on societal behaviors . PSAs are designed to modify public attitudes and behaviors by providing models of desirable behaviors. For instance, anti-smoking campaigns show the adverse effects of smoking, aiming to discourage the behavior. A study by Biener and McCallum-Keeler (1998) found that exposure to anti-smoking advertisements reduced smoking initiation among adolescents.

Another example can be seen in the influence of social media influencers on their followers’ behaviors. Influencers often model lifestyles, attitudes, and behaviors that their followers may adopt. Research conducted by De Veirman, Cauberghe, and Hudders (2017) found that influencer marketing can significantly affect the purchase intentions of followers, especially when there is a high level of parasocial interaction (one-sided feeling of closeness) between the influencer and the follower.

The ‘ CSI Effect ‘ is another example of social learning via mass communication . This term refers to the influence of crime shows on public perceptions of the legal system. Podlas (2006) conducted a study that found viewers of the CSI franchise had higher acquittal rates in cases with a lack of forensic evidence, demonstrating that these shows can shape viewers’ understanding and expectations of real-world forensic science.

Seven Powerful Impacts of Social Learning Theory in Mass Communication

Enhances Cultural Understanding

Social learning theory posits that individuals learn from observing others within their social circles. In the context of mass communication , this translates into the ability for individuals to learn about diverse cultures and practices. Through media platforms like television, radio, and the internet, diverse cultures are showcased, promoting cultural understanding and reducing prejudice. Accurate depiction of various cultures fosters respect and peaceful coexistence.

Boosts Public Awareness and Education

Mass communication is a powerful tool for disseminating information to large populations. Social learning theory emphasizes that people learn from observation. Hence, when mass communication channels broadcast educational content, it boosts public awareness about various issues. For example, public service announcements on health campaigns, environmental issues, and social injustices can significantly enhance public education and awareness.

Strengthens Community Engagement

Social learning theory underscores the significance of observational learning in shaping behavior. Mass communication can use this principle to stimulate community engagement. By showcasing stories of active community involvement and positive outcomes, individuals are more likely to participate in community activities. This has the potential to build stronger communities, enhance mutual support, and foster societal growth.

Influences Consumer Behavior

Advertisers often apply the principles of social learning theory in their strategies. By portraying their products or services as being used and enjoyed by others, they hope to influence potential customers to do the same. This indirect persuasiveness of mass communication can significantly shape consumer behavior, impacting market trends and influencing economic activity.

Encourages Prosocial Behavior

Social learning theory suggests that individuals are likely to replicate behaviors that they perceive as beneficial or rewarding. Mass communication has a significant role in promoting prosocial behavior by broadcasting content that shows the positive consequences of such behavior. For instance, by illustrating the benefits of recycling, the media can foster a culture of environmentally friendly practices.

Drives Political Engagement

The mass media is a key player in political communication, influencing public opinion and driving political engagement. By observing political discussions, debates, and campaigns, individuals can learn about the political landscape and the importance of their participation in democratic processes. This knowledge can lead to more active civic engagement, ensuring a vibrant democracy.

Shapes Public Opinion and Perception

Social learning theory and mass communication together play a vital role in shaping public opinion. Media often provides the “social models” from which individuals learn and form opinions. By carefully selecting what news to present and how to present it, mass media can influence public perception on a wide range of issues. This highlights the power of mass communication in shaping societal norms and values.

Case Studies of Social Learning Theory in Mass Communication

Case study 1: social learning through news broadcasting.

News broadcasting plays a pivotal role in influencing societal norms and behaviors, acting as a significant source of social learning. The first step in investigating this claim would be to identify a suitable sample of news broadcasts and a corresponding audience from a defined period. For this study, we could take a year’s worth of broadcasts from three leading news channels and a sample audience of 1000 regular viewers. Then, we would conduct a content analysis of the broadcasts, identifying recurring themes, tones, and framing strategies. We would specifically focus on how news stories are presented and what behaviors or attitudes they might be implicitly or explicitly promoting. As part of the audience study, we would measure changes in attitudes and behaviors aligned with the themes identified in the content analysis (using pre and post-surveys, interviews, etc.). For instance, if health-related stories were frequently framed in a fear-inducing manner, we would examine if viewers exhibited increased health anxiety or altered health behaviors over the study period.

Case Study 2: Social Learning via Social Media Platforms

Social media has become an integral part of our lives, acting as both a communication channel and an informal education space. We would investigate social learning on social media platforms by first identifying popular social topics, such as climate change, racial justice, or mental health.

For each topic, we would conduct a network analysis on popular social media platforms, such as Twitter or Facebook, to identify key influencers and common discourse themes. For instance, we might use machine learning algorithms to analyze the frequency and sentiment of related hashtags. We would then survey or interview social media users to measure their knowledge and attitudes towards these topics, comparing these metrics before and after exposure to related social media content. This analysis would help us understand the extent to which social learning takes place via these platforms and what factors might enhance or inhibit this process.

Case Study 3: Social Learning through Advertisement Campaigns

Many advertisement campaigns aim to change consumer behavior, making them an interesting avenue for studying social learning. For this case study, we would select a variety of recent, high-profile advertisement campaigns that sought to promote or discourage specific behaviors, such as anti-smoking campaigns or fitness promotion ads. We would conduct a semiotic analysis of these ads to understand the messages they convey and the techniques used to make these messages persuasive. This analysis would consider elements like language, imagery, music, and narrative structure. Then, through surveys or focus groups, we would measure audience engagement with these ads and any resulting behavior change. For instance, we might ask participants if they remember specific ads, what they took away from them, and if they made any related changes to their behavior.

Challenges and Critiques of Social Learning Theory in Mass Communication

Oversimplification of Human Behaviour : The Social Learning Theory (SLT) has been criticized for its over-simplification of human behavior. According to the theory, individuals learn behaviors by observing others and replicating their actions, which does not take into account the complexities of human cognitive processes including emotions, motivations, and individual personality differences. Lack of Consideration for Biological Factors : Many critics argue that SLT disregards the role of biological factors in shaping behavior. It assumes that all learning is a result of environmental factors and that nature has no role in this process. This can be a significant limitation as it doesn’t fully account for the role of genetics in shaping individual behavior and personality. Ignoring the Influence of Personal Experiences : The theory focuses significantly on learning from other people in a social environment. However, it fails to account adequately for personal experiences and individual learning that occur outside the influence of social observation.

How to Overcome Challenges of Social Learning Theory

Broadening the Scope of the Theory : In response to the criticism of oversimplification, scholars have been advocating for a broader interpretation of the SLT. This broader perspective includes the consideration of cognitive processes and individual factors that influence the learning process. Such an approach would do justice to the intricate nature of human behavior. Integrating Biological Factors : To address the criticism about the lack of consideration for biological factors, it is suggested that the SLT should be integrated with biological and genetic theories. An interdisciplinary approach that includes elements of biology, psychology, and sociology can provide a more comprehensive understanding of human behavior. Incorporating Personal Experiences : To address the criticism related to personal experiences, future research needs to focus on the role of personal experiences in shaping behaviors. Observational learning is not the only form of learning, and the theory should incorporate other forms of learning like trial and error, insight learning, etc.

Samrat is a Delhi-based MBA from the Indian Institute of Management. He is a Strategy, AI, and Marketing Enthusiast and passionately writes about core and emerging topics in Management studies. Reach out to his LinkedIn for a discussion or follow his Quora Page

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Digital Commons @ USF > College of Arts and Sciences > Mass Communications > Theses and Dissertations

Mass Communications Theses and Dissertations

Theses/dissertations from 2023 2023.

An Experimental Analysis of the Effect of Crisis Response Message Strategies on Consumer Emotions, Perceptual Beliefs and Intended Behavior , Valentina Ahumada

How the Taiwanese podcast Bailingguo News framed the 2019 Hong Kong movement: A framing analysis of the anti-Extradition Law Amendment Bill , Yu-Fei Chiu

Advocating for Diversity, Equity, and Inclusion: A Study of the NHL’s #HockeyIsForEveryone Campaign on Twitter , Jessica Martinez

Theses/Dissertations from 2022 2022

An Analysis of International Soccer Fans’ Knowledge of Qatar, Perceptions of Qatar’s Country Image, and Intention to Support the 2022 FIFA World Cup , Taleb Al-Adbah

Analysis of Prescription Drug Brand Mentions in Music: Prevalence and Consumer Perceptions , Lisa A. Blake

Elements of Instagram Influencer Posts that Drive Follower Engagement , Yishan Li

Communicating Breast Cancer Awareness: Using the Health Belief Model to Develop Mass Communication Themes to Influence Early Detection Behaviors , Srisai Kamakshi Ramya Harika Pucha

The European Super League (ESL): A Political Economy and Media Framing Analysis , Patrick Sidwell

Inaugural Addresses, Framing Theory, and the Impact on American Perceptions of the Presidency , Kalin Meagan Velez

The Use of Social Media by Leaders in Times of Crisis: 2020–21 United States Election Protests , Cagdas Yuksel

Theses/Dissertations from 2021 2021

The Influence of Hate Speech on TikTok on Chinese College Students , Tengyue Chen

Cultivating Courage: Medical Dramas and Portrayals of Patient Self-Advocacy , Alyssa H. Harrell

The Media Reproduction of Racial Violence: A Content Analysis of News Coverage Following the Death of George Floyd Jr. , Keylon Lovett

Credibility of Spokespersons and E-cigarette Prevention Messages: Elaboration Likelihood Model and The Moderating Role of Perceived Risk , Emmanuel Maduneme

An Examination of COVID-19 Health Behaviors and Public Health Messaging Using the Health Belief Model and Organization-Public Relationship Quality , Aaron L. Nichols

The Extended Parallel Processing Model (EPPM) and Risk Perceptions of Twitter messages related to COVID-19 , Muhammad E. Rasul

Framing #MeToo movement in China A Content Analysis of China Women’s News Coverage , Wenminzi Wu

Theses/Dissertations from 2020 2020

Super Bowl Ads and the Donald Trump Culture War , Jessica Barron

A Case Study on Black Twitter’s Reactions to the Framing of Blacks in Dove’s 2017 Facebook Advertisement , Shereena Farrington

The Roles of Emotional Cues and Purchasing Incentives in WeChat Commerce: A Content Analysis , Xuezhu Hao

People with Parkinson’s and Care Partners of PwPs’ Uncertainty Management Through Information Strategies , Amy Haywood

Asian Male Stereotypes: An Investigation of Current Beliefs About Asian Males and Stereotypes Perpetuated by U.S. Modern Cinema , Noelle Knopp

Developing Design Elements for a Parkinson’s Disease Informative Website: A Social Marketing Approach , Emilie R. Madsen

Evaluation of Native Advertisement though Third Person Effect Theory: An Experimental Design , Inga Nafetvaridze

EPPM and Its Effectiveness in Advertisements of Colorectal Cancer Screening among Young Adults , Anh T. Nguyen

The Role of Threat and Efficacy in Anti-Vaping Ads: A Test of the Extended Parallel Process Model , Ryan Noone

An Experimental Investigation into the Impact of Crisis Response Strategies and Relationship Management in the Pharmaceutical Industry , Nikoletta Pappas

Media Fandom: Social Media Use and Collective Identity in China: A Case Study of Z.Tao’s Weibo Fandom , Mier Sha

'Golden Spike': Examining Atlanta United FC Communications During the Launch of the Team , Maria Tsyruleva

The Role of Influencer Endorsement in Consumer Brand Engagement on Sina Weibo , Xiaofan Wei

One News Event, Three Media Frames , Le Xin

Applying the Situational Theory of Publics to Children's Sex Education in China , Baoyi Zeng

Theses/Dissertations from 2019 2019

The Role of Social Media Journalists in TV News:Their Effects on the Profession and Identity of TV Journalism, the Quality of News, and theAudience Engagement , Yousuf Humiad AL Yousufi

Relationship Management Communications by NHL Teams on Twitter , Kelsey M. Baker

2018 China-United States Trade War: Framing Analysis of Online News Coverage in the United States and China as portrayed by the New York Times and the People’s Daily , Jiangling Huang

The Research on the Determinants of Users' Willingness to Pay for Chinese Paid Sports Model Based on Use and Gratification Theory , Jing Li

Online MMORPG Games in China: Player Motivations and the Mediating Role of Flow , Jiaxin Liu

The Hostile Media Effect and Its Potential Consequences: Examining the Influence of Presumed Influence of International Media Coverage , Zhennan Liu

Womenpreneurs in a Digital Environment: Utilizing Instagram to Build a Personal Brand , Michelle N. Nuñez

Objectification of Women in Bollywood Item Numbers , Zahabia Z. Slatewala

A Research on eSports Users’ Motives and Satisfaction in China The Case of League of Legends , Qianyin Sun

An Analysis of the Language and the Relationship of the President of the USA Related Twitter Accounts toward the National Media , Sait Serif Turhan

Theses/Dissertations from 2018 2018

Perception of Kazakhstan in the U.S through the New York Times Coverage , Tursynay Alikhanova

The Influence of Instagram Selfies on Female Millennials’ Appearance Satisfaction , Diliara Bagautdinova

Women’s Body Image in the Media: Fitspiration on Instagram , Brook M. Bryant

Political Talk Shows in Taiwan: First- and Third-Person Effects, Their Attitudinal Antecedents and Consequences , Shou-Chen Hsieh

An Examination of Image Repair Theory and BP’s Response to the Deepwater Horizon Oil Spill , William Anthony Korte Jr.

An Analysis of Organ Donation Presentations on Weibo , Shengfei Li

Gender Sexualization in Digital Games: Exploring Female Character Changes in Tomb Raider , Jingjing Liu

Shithole Countries: An Analysis of News Coverage in the U.S. , Murewa O. Olubela

Self-esteem, motivation, and self-enhancement presentation on WeChat , Xiao Qiu

The Portrayal of Women in the Oldest Russian Women’s Magazine “Rabotnitsa” From 1970-2017 , Anastasiia Utiuzh

Cultural Adaptation and Maintenance: Chinese International Students' Use of Facebook and WeChat , Mengni Wang

The Understanding of Absolute Right to Freedom of Expression in the Case of Hate Speech , Qinqin Wang

Body Image, Self-Esteem and Eating Disturbance among Chinese Women: Testing the Tripartite Influence model , Weiwei Wang

I’m Your Fan – Engaging in Celebrity’s Social Media Page with the Mediation of Parasocial Interaction and Parasocial Relationship , Jiahui Zhuang

Theses/Dissertations from 2017 2017

Household Food Waste Prevention in Malaysia: An Issue Processes Model Perspective , Syahirah Abd Razak

Countering the Questionable Actions of the CPD and FEC , Brian C. Cole

“You Know Who I Am, Don’t You? I’m the One They’re Writing About in the Newspapers and on TV” , Casey Killen Crane

To Tell the Truth: The Credibility of Cable News Networks In an Era of Increasingly Partisan Political News Coverage , Christopher Jadick

Political Media Bias in the United States: Immigration and the Trump Administration , Bryce Josepher

Social Media Use and Political Participation in China: The Mediating Role of Political Efficacy , Bingyang Liu

Framing Genetically-modified Foods Communication in China: A Content Analysis of News Coverage of People’s Daily and Southern Metropolis , Linqi Lu

Conceptualizing Social Wealth in the Digital Age: A Mixed Methods Approach , Kristina Oliva

The Road to the White House: A Correlational Analysis of Twitter Sentiment and National Polls in the 2016 Election Cycle , Melissa G. Pelletier

Using Green Messages to Cue Recycling Tendencies , Danielle Quichocho

Traversing Privacy Issues on Social Networking Sites Among Kuwaiti Females , Shahad Shihab

Chinese National Identity and Media Framing , Yufeng Tian

Smog Pollution in China: News Framing and Issue-Attention Cycle per the , Yingying Zhang

Theses/Dissertations from 2016 2016

Corporate Social Responsibility Communication: Beliefs in Motives, First- and Third-Person Effects and Behavioral Consequences , Nianyuan Cheng

Crimean Referendum: Annexation VS Reunification. Framing Analysis of Online News Coverage in Russia and the U.S. , Anna Dedova

Investigating the Determinants of Recycling Behavior in Youth by Using Theory of Planned Behavior. , Tejaswini Gadiraju

Media Perceptions on Sexual Assault on College Campuses , Maggie M. Hall

The Impact of Emojis and Emoticons on Online Consumer Reviews, Perceived Company Response Quality, Brand Relationship, and Purchase Intent. , Jayme Hill Hill

Media Multitasking and Memory: The Role of Message Modalities , Le Nguyen

Cultivating Philanthropy in Community Colleges: A Dual-Model Approach , Rachel Faith Pleasant

Avatar Self-Identification, Self-Esteem, and Perceived Social Capital in the Real World: A Study of World of Warcraft Players and their Avatars , Melissa Watts

The Effects of Mission Statement Design on Behavioral Intention , Jonathan David West

Impact of a Brand Crisis on Nation Branding: An Analysis of Tweets about VW’s Emissions Crisis , Kara Julie Whytas

Theses/Dissertations from 2015 2015

Responding to a Rumor: How Crisis Response Strategies Influence Relationship Outcomes , Bo Breuklander

Crisis Communication and Celebrity Scandal: An Experiment on Response Strategies , Leah Champion

Speaking Their Language: Textisms in Today's Communication , Adam Lloyd Drum

Direct-to-Consumer Messaging: A Phenomenological Examination of DTC Best Practices , Nicholas Dominick Fancera

Examining Endorsement and Viewership Effects on the Source Credibility of YouTubers , Stephanie Fred

The Cultivation of Eating Disorders through Instagram , Kendall O'Brien

Online Game Advertising and Chinese College Students: Attitudes, First- and Third-Person Effects , Yan Tang

On the Convergence of Cinema and Theme Parks: Developing a Predictable Model for Creative Design , Ryan Luke Terry

I Threw My Pie for You: Engagement and Loyalty on TV Show Facebook Pages , Tracy M. Wisneski

First- and Third-Person Effects of Alcohol Advertising on Chinese College Students , Dong Xue

Framing Occupy Central: A Content Analysis of Hong Kong, American and British Newspaper Coverage , Mengjiao Yu

Theses/Dissertations from 2014 2014

Climate Change, Situational Theory of Problem Solving, and Issue Framing Effects , Michael Eddie Burch

British Cultural Narrative in Winston Churchill's Political Communication , Andres L. Faza

Communication Behavior Study of Support in the Arts Using the Situational Theory of Publics and the Theory of Reasoned Action , Ashleigh Gallant

A Comparison Study on Violent Video Games: Explained by the Gamers Themselves , Christopher John Kneifer

Applying Public Relations Theory to Assess Service-Learning Relationships , Karen Strand

EFFECTS OF COUNTRY OF ORIGIN, COUNTRY ANIMOSITY AND FOREIGN PRODUCT USAGE EXPERIENCES ON PRODUCT JUDGEMENT: A STUDY OF CHINESE CUSTOMERS , Cong Sui

The Accidental Motivator: Florida's Medicinal Marijuana Ballot Initiative's Impact on the Youth Vote , Robert Winsler

An Examination of Motives, Experiences, and Behaviors of MMORPG Players , Theresa Lynn Woods

Social Media Use During The College Transition , Kevin J. Yurasek

Theses/Dissertations from 2013 2013

Media and USF Students' Perception of Terrorism , Mamdoh Suleiman Al-Ameri

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10.5: The Study of Mass Communication - Social Sci LibreTexts
10.5: The Study of Mass Communication. Continuing with the theme of this book, studying the role of mass communication heightens our awareness, helping us become media literate and strengthen our “ability to access, analyze, evaluate, and communicate messages” (Baran 374). Look around you.
Understanding Media and Culture: An Introduction to Mass ...
It is comprehensive in its case studies and historical events that are typically taught for an Introduction to Mass Communication course. The text is current as there is a chapter on the Internet and Social Media and several chapters look at the digital revolution as it impacts media industries.
The Handbook of Media and Mass Communication Theory
W. James Potter is Professor in the Department of Communication at the University of California at Santa Barbara and a former editor of the Journal of Broadcasting & Electronic Media. He is the creator of lineation theory and has published over 20 books as well as more than 100 scholarly articles about media effects.
About CSSC | Case Studies in Strategic Communication
CSSC was launched in 2011 at the University of North Carolina School of Journalism & Mass Communication, began publishing case studies in 2012, and moved to USC Annenberg in 2013. USC Annenberg Press is committed to excellence in communication scholarship, journalism, media research, and application.
Role of Mass Media and Public Health Communications in the ...
Mass media became the major source of information about the novel coronavirus. Much like the previous pandemics of SARS (2003), H1N1 (2009), and MERS (2012), the media significantly contributed to the COVID-19 infodemics. In this review, we analyze the role of mass media and public health communications from December 31, 2019 to July 15, 2020 ...
Advancing Journalism and Communication Research: New Concepts ...
Fourth, conceptual and theoretical work in journalism and communication studies has often suffered from a parochialism that reproduces and universalizes specific perspectives from certain locations in the Global North and universalized them unquestionably (Miike, 2010; Thussu, 2009; Waisbord & Mellado, 2014; Wang, 2011). Western-centric ...
Social Learning Theory in Mass Communication – A ...
Case Studies of Social Learning Theory in Mass Communication Case Study 1: Social Learning through News Broadcasting News broadcasting plays a pivotal role in influencing societal norms and behaviors, acting as a significant source of social learning.
Mass Communications Theses and Dissertations | Mass ...
British Cultural Narrative in Winston Churchill's Political Communication, Andres L. Faza. PDF. Communication Behavior Study of Support in the Arts Using the Situational Theory of Publics and the Theory of Reasoned Action, Ashleigh Gallant. PDF. A Comparison Study on Violent Video Games: Explained by the Gamers Themselves, Christopher John ...
Research Methods in Mass Communication Research: A Census of ...
This article replicates previous studies on methods used in mass communication research, A total of 2,649 articles from eight communication journals are analyzed for their use of quantitative versus qualitative methods, research focus, data-gathering procedures, and data sources.