Table of Contents

PART I: CONVERGENCES Chapter 1: Introduction
Social and Global Change

Chapter 2: Technologizing the World
The Greek alphabet and the written word
The printing press
Radio
Film and television
Computers and social media

Chapter 3: A Global View
Describing Social Change
Monopolies of Knowledge
Contradictory potential of media technology
Mobile cultures and sense of place

PART II: THEORIES
Chapter 4: Classics in Media and Effects
The influence of media
Theorist snapshot: Paul Lazarsfeld
The active audience
Case study: Hero
The medium

Chapter 5: Classics in Media and Ideology
Ideology and hegemony
Theorist snapshot: Stuart Hall
Empirical evidence for Marxist views
Critical theory
Theorist snapshot: The Frankfurt School
Case study: Adolf Hilter and Joseph Goebbels
Discourse
Theorist snapshot: Toby Miller

Chapter 6: Classics in Reasoning About Information and its Ownership
The reality of information
Case study: Google ‘Don’t Be Evil’ and the universal library
The second enclosure

PART III: CONTENT, AUDIENCES AND EFFECTS
Chapter 7: Information Warfare and Modern Propaganda
Elements of public opinion
Case study: Greenwashing
Perception management

Chapter 8: Transforming Cultures
Intercultural communication
Global flows
Case study: Culture jamming
Media ownership
Radical and rebellious media

Chapter 9: Brand China and Bollywood India
An overview of China and India
China
Case study: Still Life
India

PART IV: STRUCTURES AND ORGANIZATION
Chapter 10: Governance and Digital Identities
Media activism, citizenship and participation
E-democracy
Electronic civil disobedience
Active and passive digital persona
Privacy

Chapter 11: Interactive Media and News
News as a form of knowledge
Journalism and push technology
Public relations
Case study: Salam Pax and Bring Them Home Now
Chapter 12: Media Economics
Public service broadcasting
Traditional media economics
Case study: Advertisers and online newspaper consumers
New media economics
Digital piracy

Chapter 13: Games
Media audiences
Global snapshot: The Norton Online Living Report, 2008
Massively multiplayer
World-building and age compression

Chapter 14: Media Research
Science and media research
Interpretative paradigm
Focus groups
Research and impact: global cyberbullying

Conclusion
Theories
Structures and organizations
Content
Audiences
Effects
Media Capital