This handbook surveys the history, organization, role, major issues, and future outlook for different segments of the mass media industry and for its various audiences in the United States. Following a brief introductory overview, experts offer broad perspectives through analyses of the advertising, book, cable, film, magazine, newspaper, public relations, radio, recording, and television industries and of present views about their audiences of minorities, women, children, the disabled, religious groups, and sports enthusiasts.
Each chapter reviews and synthesizes the important literature today, current policies and problems, the responsibility and effectiveness of the sector or group under study, and trends in the 1990s and to the year 2000. Bibliographies defining important readings as well as regular sources of information add to the usefulness of this handbook for college, university, institutional, and public libraries. Each chapter on a different sector or audience reviews and synthesizes the important literature to date, discusses current responsibilities, evaluates the sector's effectiveness or weaknesses, audience concerns, and advises about trends and future developments. Bibliographies point to important readings for future research and comment on regular sources of information for further study. The handbook is designed for college students, researchers in mass media, and public library audiences.
About the Author: ERWIN K. THOMAS is Co-ordinator of the Graduate Program and Associate Professor in the Department of Mass Communications, Norfolk State University. He has published widely on various topics dealing with mass media in the United States and other countries. His most recent book is Make Better Videos with Your Camcorder (1991).
BROWN H. CARPENTER has been a reporter and editor for the Norfolk Virginian-Pilot and The Ledger-Star for 25 years, covering newsbeats of all kinds and contributing book reviews regularly.
