EduGorilla Publication is a trusted name in the education sector, committed to empowering learners with high-quality study materials and resources. Specializing in competitive exams and academic support, EduGorilla provides comprehensive and well-structured content tailored to meet the needs of students across various streams and levels.

Understanding Media, Today. McLuhan in the Era of Convergence Culture

Media semiotics is a valuable method of focusing on the hidden meanings within media texts. This new edition brings Understanding Media Semiotics fully up to date and is written for students of the media, of linguistics and those interested in studying the ever-changing media in more detail. Offering an in-depth guide to help students investigate and understand the media using semiotic theory, this book assumes little previous knowledge of semiotics or linguistics, avoiding jargon and explaining the issues step by step. With in-depth case studies, practical accounts and directed further reading, Understanding Media Semiotics provides students with all the tools they need to understand semiotic analysis in the context of the media. Semiotic analysis is sometimes seen as complicated and difficult to understand; Marcel Danesi shows that on the contrary it can be readily understood and can greatly enrich students' understanding of media texts, from print media right through to the internet and apps.

The Second Edition of this book provides a comprehensive overview of the ways in which social theory has attempted to theorize the importance of the media in contemporary society. Understanding Media Cultures is now fully revised and takes account of the recent theoretical developments associated with New Media and Information Society, as well as the audience and the public sphere.

`This book provides an extremely well written and informative introduction to the subject of media economics, characterized by clarity in the explanation of concepts or frameworks and by a balanced discussion for the respective positions in areas of debate' - Paul MacDonald, Roehampton Institute Understanding Media Economics provides a clear, precise introduction to the key economic concepts and issues affecting the media. The book: explains the fundamental concepts relevant to the study of media economics; considers the key industrial questions facing the media industries today; relates economic theory to business practice; covers a wide range of media activity - advertising, television, film, print media, and new media; and looks at the impact of economics on public policy. Understanding Media Economics offers a stimulating perspective on the contemporary media environment. This book will be an essential purchase for all students of the media and mass communication.

This book provides a selection of international perspectives in the interdisciplinary field of media and communications research with emphasis placed on methodological approaches and new research domains. It includes critical reflections on how to conduct research on digital media culture, especially concerning the potentials and limitations for mixed methods research and online research strategies, as well as a series of hands-on case studies. These range from digital fan cultures, through environmental communication, news media, digital politics during conflicts and crises, to digital media psychology and the emerging field of medical humanities. Diverse in its examples and angles, the book provides a rich snippet of how media research practices are determined by practical factors and research interests.

First published in 1988, Herman and Chomsky’s Manufacturing Consent remains the go-to book for those interested in understanding why the mainstream media act as vehicles for power-elite propaganda. The analytical heart of Manufacturing Consent lies in what it calls ‘The Propaganda Model.’ According to this model, there are five filters which all newsworthy stories have to pass through before reaching the public sphere. However, a lot has changed in the subsequent thirty-something years. Consequently, a key question that needs to be addressed is whether Manufacturing Consent is still fit for purpose. The conceit underpinning Understanding Media Propaganda in the 21st Century: Manufacturing Consent Revisited and Revised is that the election of Trump in 2016 constitutes the proverbial ‘year zero’ for fourth estate journalism. As a result of the ‘journalistic’ cultural revolution that ensued, it argues that the Propaganda Model needs to be overhauled if it is to retain its epistemological bona fides. To this end, this book is a radical—in the true critical sense of the word—intervention into the propaganda/fake news debate. For students (in the broadest sense of the term) of media studies, journalism, communication studies and sociology, it provides both a compelling critique of Herman and Chomsky’s Propaganda Model, while at the same time proffering a new explanatory model to understand why MSM output typically replicates the ‘stenographer for power’ playbook.

Written by two of the field's most eminent experts, this exciting new introduction to mass media makes connections between communication research and the reality of the media industry. Understanding Media in the Digital Age shows readers how to navigate the world of traditional and new media while fostering an understanding of mass communication theory, history, active research findings, and professional experience.

For over a hundred years, technological change has been framed using a simple narrative: technology drives history. Reframing Technology challenges this idea of technological determinism through metahistorical and literary analyses that locate the birth of contingent frameworks in the historiography of technology in and around the 1930s. The book also traces how the formal discipline of the History of Technology was remarkably preconfigured by four North American authors who were not professional historians, Thorstein Veblen, Stuart Chase, Lewis Mumford, and Marshall McLuhan. They are considered as a continuum and are put in dialogue despite their training in different disciplines. Their work is then linked up with the emergence of formal and institutional inquiry into narratives of technology at the end of the twentieth century. The ideas in the book are applied to current discussions about the future of technology and artificial intelligence. The book’s main argument is that, as the authors listed above suggest, we need to think beyond "the machine," and reframe technology as a cultural practice, rather than thinking of it as an object or a tool.

Herbert Marshall McLuhan (1911-1980) received his PhD in English literature from Cambridge University and taught in the United States and Canada. He is best known, however, as the founding father of media studies. McLuhan was Director of the Center for Culture and Technology at the University of Toronto. Among his ground-breaking works on the psychic and social dimensions of communication technology are The Gutenberg Galaxy (1962); Understanding Media: the Extensions of Man (1964); and The Medium Is the Massage: An Inventory of Effects (1967). Michel Moos' premise is that Marshall McLuhan's importance derives from his achievements in rethinking the entire process of education and training itself, not with his popular fame as media guru, and he analyzes McLuhan's work from the feedback effect his vision continues to provide, rather than from the perspective of interpreting McLuhan's pronouncements on the electronic media. Moos contrasts McLuhan's thoughts with those of such thinkers as Roland Barthes, Fredric Jameson, Friedrich Kittler, Donna Haraway, and Deleuze and Guattari, and renders an updated account of the effect of the mass media on our society and ourselves. The concept "the medium is the message" is the hub around which Marshall McLuhan's explorations revolved. McLuhan's interests ranged from sixteenth-century literature to twentieth-century business practices. With wit and literary flair, he reported the media's influence on society and on the individual. He concluded that we could not escape being transformed by the forces that are hidden deeply within the electronic telecommunications revolution of the sixties. For McLuhan, the new mediums of film, television, and the emerging realm of the digital were the modern equivalent of Gutenberg's printing press. Essays by M. McLuhan. Edited and with a Commentary by M.A. Moos.