Now Media: The Evolution of Electronic Communication

Now in its fifth edition, this book is one of the leading texts on the evolution of electronic mass communication in the last century, giving students a clear understanding of how the media of yesterday shaped the media world of today.

Now Media provides a comprehensive view of the development of media and the subsequent advancements into ’now’ digital media. Each chapter is organized chronologically, starting with print, radio, and television, then moving to the ’now media’ of today, and finally exploring possibilities for the media of the future. Topics include the rise of social media, uses of personal communication devices, the film industry, virtual reality, digital advertising, and the innovations that laid the groundwork for ’now media.’ This fully updated fifth edition features new chapters on video games and the business of, and careers in, ’now media.’ Discussions on rapidly evolving ’now media’ stakeholders, such as influencers and YouTubers are included, and attention is paid to AI throughout the book.

This book remains a key text and trusted resource for students and scholars of digital mass communication and communication history alike.

Norman J. Medoff, Ph.D., is professor emeritus in the School of Communication at Northern Arizona University. He has taught and served as an administrator at three different universities, produced numerous television and corporate video projects, and overseen the productions of many students. Dr. Medoff has authored articles in scholarly journals as well as trade and consumer magazines. He has also written textbooks on the Internet and mass media, television production, and electronic media. He is a past president of the Broadcast Education Association. Recently he was co-director of the Advanced Media Laboratory where students create virtual reality and augmented reality projects and compete on the NAU Esports team.

Barbara K. Kaye (Ph.D., Florida State University) is professor in the School of Journalism & Media at the University of Tennessee-Knoxville. Her research focuses on the influence of digital content on media use and attitudes. She also studies the uses and effects of profanity on television programs. She has co-authored five textbooks, published 85 journal articles and book chapters, and presented her research at 110 academic conferences. But closest to her heart is teaching abroad in Italy, Austria, and Taiwan.