Introduction to Mass Communication: Media Literacy and Culture

1. Introduction to Mass Communication: Media Literacy and Culture is an integrated program that encourages students to be active media consumers and gives them a deeper understanding of the role that the media plays in both shaping and reflecting culture. Through this cultural perspective, students learn that audience members are as much a part of the mass communication process as are the media producers, technologies, and industries.

This was the first, and remains the only, university-level program to make media literacy central to its approach, and given recent national and global turmoil, its emphasis on media use and democracy could not be more timely.

New for the eighth edition, Connect Mass Communication combines contemporary course content and groundbreaking digital tools to create a unique learning environment. With Connect Mass Communication, the Introduction to Mass Communication: Media Literacy and Culture program integrates an interactive eBook with dynamic online activities and assignments that help students study more efficiently and effectively.

A new bank of CNN videos helps students learn the impact of media through a cultural and global lens. LearnSmart, McGraw-Hill’s adaptive learning system, assesses students’ knowledge of course content and maps out personalised study plans for success.