The hallmark of this introductory text for the mass communication/mass media course is its comprehensive coverage and authoritative use of research. The text's liberal arts perspective provides a foundation that helps students understand the essence and nature of this evolving field. Students gain a historical and contemporary framework from which to draw connections to the rest of their courses.

• An emphasis on diversity within the industry includes such topics as ethnicity and language usage across the media.
• Up-to-date coverage of the impact of technology on the media corresponds with the New Media Internet Sites found in the text's Appendix and web site.
• Media Leaders inserts feature interviews with key media executives who provide insider views of their fields and assess the future of their industries.