ERIC Number: ED073495
Record Type: RIE
Publication Date: 1973
Reference Count: N/A
The Rest of the Elephant: Perspectives on the Mass Media.
Stevens, John D.; Porter, William E.
This book presents an analytical introduction to the study of the mass media. Aspects of media that have received little attention--audiences, economics, working processes and ethics--are treated in the four sections of the book. Section one covers symbiosis between the medium and the audience. Section two discusses the way in which business and financial considerations affect the operations and development of particular media. Section three emphasizes media technology and the importance of the organizational structure and operating processes. Section four focuses upon the individual professional journalist, particularly on the journalist's changing view of his/her job. Each section combines original text with anthologies of contrasting viewpoints and special expertise. An additional readings section is included at the end of the book, listing several sources on a variety of topics. (Author/LG)
Descriptors: Audiences, Broadcast Industry, Business, Communication (Thought Transfer), Communications, Economics, Information Dissemination, Journalism, Mass Media, News Media, Radio, Television
Prentice-Hall, Inc., Englewood Cliffs, New Jersey 07632 ($6.95 cloth, $3.95 paperback)
Publication Type: N/A
Education Level: N/A
Authoring Institution: N/A