From the perspectives of historical, contemporary, and future interpretations of mass communication, this introduction to the theory and practice of mass media in society treats both the social context of mass communication and the hardware components that make it operable. The book discusses all mass media--newspapers, magazines, radio, television, film, books, direct mail, and so on--and describes the role of each in mass communication. It also examines advertising, public relations, and the recording industry. Special features include an in-depth look at media business, a section on instructional media and crisis reporting, a detailed chapter on careers, and sections and numerous references about the development of specialized media. Many illustrations, a bibliography, and a glossary of media terms complete the volume. (KS)