Exploring Electronic Media: Chronicles and Challenges

Exploring Electronic Media is a concise and insightful textbook covering the dynamics of contemporary electronic media. Rapidly evolving technologies have expanded this field exponentially, creating a wealth of information that is often hard to put into perspective. Taking an approach that balances media history with contemporary analysis, Exploring Electronic Media is as practically useful as it is instructionally informative. Written by leading authors who collectively bring a wealth of not only teaching, but also multifaceted industry experience to the subject. Covers the historical influences and contemporary issues in programming, technology, regulation, and the business of media. Features chapter reviews and discussion questions, as well as an introductory chapter that orients the reader to the broad electronic media landscape. Explores the fundamentals for understanding human communication as an underpinning to the study of media communication systems. Considers the future and great potential in this ever–changing field.

Illustrations. About the Authors. Preface. Acknowledgments. 1. Bringing Electronic Media into Focus. Peter B. Orlik. Components of Communication. Communications Vehicles. The Broadcast and Nonbroadcast Electronic Media. Obtaining Feedback. Local/Network Dynamics. Chapter Rewind. Self–Interrogation. Notes. Part I: Chronicles. 2. Technological Chronicles. Steven D. Anderson. Early Communications Breakthroughs. Radio’s Wireless Ancestors. Attaining Radio. Channels and the Electromagnetic Spectrum. Television Broadcasting. Electronic Recording – Audio. Electronic Recording – Video. Cable Television. Satellite Technology. Analog vs. Digital. Digital Television. Chapter Rewind. Self–Interrogation. Notes. 3. Content Chronicles. Peter B. Orlik. Broadcasting: Stumbling upon a Business. Radio’s Gilt–Edged Years. Post–War Adaptations. Radio’s Second Half–Century. Video Enters the Living Room. Television at Center Stage. Content for the Second and Third Screens. Chapter Rewind. Self–Interrogation. Notes. 4. Regulatory Chronicles. Louis A. Day. Early Electronic Media Regulation. Radio Regulation’s Foundation in the United States. Administrative Structure for Broadcast Regulation. The Structure of the Industry. Content Regulation. Political Programming and the Public Sphere. Policing New Technologies. Chapter Rewind. Self–Interrogation. Notes. 5. Business Chronicles. W. Lawrence Patrick. The Mass Audience. The Rise of the Network Model. Cable Flexes Its Muscles. New Technologies Change the Business. Vertical Integration as a Survival Strategy. A Smaller Slice of a Larger Pie. Chapter Rewind. Self–Interrogation. Notes. Part II: Challenges. 6. Technological Challenges. Steven D. Anderson. Changes to Traditional Media. Device Convergence. The Internet and Broadband. Internet Applications. Future Communication Technologies. Chapter Rewind. Self–Interrogation. Notes. 7. Content Challenges. Peter B. Orlik. The Consumer–Centric Cosmos. A Video Programming Overview. Video News Issues. The Incredible Sports Hulk. Reality Vehicles and Product Placement. The Ethnic and Global Dimension. Chapter Rewind. Self–Interrogation. Notes. 8. Regulatory Challenges. Louis A. Day. History’s Legal Lessons. Beyond Broadcasting: Laws for New Media. Convergence and the Legal Landscape. The State of Electronic “Free Speech”. Chapter Rewind. Self–Interrogation. Notes. 9. Business Challenges. W. Lawrence Patrick. Feeding the Media Machine. Partners and Joint Ventures. Consumers and Advertisers. Restructuring the Media Landscape. Living in a Personal Media World. What’s Ahead. Chapter Rewind. Self–Interrogation. Notes. Index.

Peter B. Orlik is Professor and Director of Central Michigan University’s School of Broadcast and Cinematic Arts. Steven D. Anderson is Professor in the School of Media Arts and Design at James Madison University where he conducts courses in electronic media technologies. Louis A. Day is an alumni Professor in Louisiana State University’s Manship School of Mass Communication. W. Lawrence Patrick is President of Patrick Communications, LLC, a leading media investment banking and brokerage firm as well as owner of Legend Communications, a 16–station radio group.

“These four experts don’t just write about the electronic media, they have spent decades shaping it! You won’t find a more articulate, insightful, and relevant text to introduce your students to the field.” David Byland, Department of Communication Arts, Oklahoma Baptist University “A fascinating approach to the past and future of electronic media.” Dom Caristi, Department of Telecommunications, Ball State University