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Consistently praised for its engaging writing style, currency, and visual appeal, MEDIA/IMPACT focuses students on today's digital mass media industries and support businesses as well as the legal, ethical, social, global, and technological issues that these businesses face every day. The totally re-designed eleventh edition gives special emphasis to convergence--how the mass media industries are intersecting to deliver content and how audiences are adapting to the new mass media marketplace. The author grounds her discussion in the business aspects of all the mass media industries, with concise histories of each industry plus an insider's look at what it's like to work in each business.

Shirley Biagi, California State University, Sacramento

Shirley Biagi is a professor in the Department of Communication Studies at California State University, Sacramento. Her bestselling text, MEDIA/IMPACT: AN INTRODUCTION TO MASS MEDIA, is also published in Canadian, Greek, Spanish, and Korean editions. Biagi has authored several other Wadsworth Communication texts, including MEDIA/READER: PERSPECTIVES ON MASS MEDIA INDUSTRIES, EFFECTS AND ISSUES and INTERVIEWS THAT WORK: A PRACTICAL GUIDE FOR JOURNALISTS. Along with Marilyn Kern-Foxworth, she is co-author of FACING DIFFERENCE: RACE, GENDER AND MASS MEDIA.
  • The eleventh edition features up-to-date coverage of current trends and technology affecting the dynamic and rapidly evolving media industries, including digital delivery, media industry consolidation, social media, mobile media, and the interplay between mass media and today's culture.
  • More than 50 new “Impact” boxes feature current articles and information on the latest topics and trends from the best sources covering the media business, such as Bloomberg, The New York Times, Washington Post, Cnet, Advertising Age, and Pew Center for People & the Press. These boxes now cover five subject areas: convergence, money, audience, profile (of a key media figure), and global (the global reach of mass media). Topics include “Twitter Hacking Puts Focus on Security of Brands” (convergence), “Text Messaging Turns 20” (global), and “Where Do People Listen to the Radio?” (audience).
  • Expanded coverage of convergence now includes the increasing importance of mobile media and social media, which have turned cell phones into the fastest-growing media marketplace.
  • Current statistical information is beautifully displayed in 34 new illustrations that reflect current research on key topics such as: Internet ad spending, sales of digital content, the top 10 Internet news sites, the top 10 social media sites, and the top 10 international cities with public wireless hot spots.
  • Each industry chapter includes a detailed, illustrated historical TimeFrame of key events.
  • The Student Resource Media Information Guide, located at the end of the book, is an invaluable student reference tool that provides hundreds of resources to help students explore media topics.
  • Impact/Action Videos (accessible in CourseMate and the MindTap® Reader) bring contemporary issues to life, with content customized to expand on material presented in the text. Specialized narration accompanies images and videos to tell the story of how mass communication is changing, and transforming the world. These four videos are matched to chapters throughout the book to expand student understanding of how mass communication affects today's world.
  • Communications CourseMate includes an eBook, an interactive TimeFrame, links to more than 250 mass media and professional association websites, podcasts, interactive quizzes, a media career guide, and access to the Impact/Action Videos.
  • An emphasis on the mass media as a business helps students see how economic concepts apply in books, newspapers, magazines, recordings, radio, movies, television, and the Internet.
  • “Impact” boxes, including 50 new to this edition, explore important topics through primary sources and real-life examples. These boxes cover five areas: convergence, money, audience, profile, and global.
  • More than 250 carefully selected new photos, cartoons, and illustrations throughout the book emphasize timely trends and important topics in today's media business.
  • A marginal glossary of important terms runs throughout each chapter, giving students concise definitions right where they need them and helping them build a media vocabulary.
  • Each chapter features robust concluding materials, including a summary organized by headings that correspond to the chapter's major topics; key terms with corresponding chapter page numbers; critical questions to engage students in analysis of the chapter, helping to deepen their understanding; and “Working the Web,” a list of 10 websites with information relevant to the chapter.
1. Mass Media and Everyday Life.
2. Books: Rearranging the Page.
3. Newspapers: Expanding Delivery.
4. Magazines: Targeting the Audience.
5. Recordings: Demanding Choices.
6. Radio: Riding the Wave.
7. Movies: Picturing the Future.
8. Television: Changing Channels.
9. Digital Media: Widening the Web.
10. Advertising: Motivating Customers.
11. Public Relations: Promoting Ideas.
12. News and Information: Choosing Sources.
13. Society and Political Issues: Shaping the Arguments.
14. Law and Regulation: Rewriting the Rules.
15. Ethics: Placing Responsibility.
16. Global Media: Discovering New Markets.
Media Information Resource Guide.
Each MindTap product offers the full, mobile-ready textbook combined with superior and proven learning tools at one affordable price. Students who purchase digital access can add a print option at any time when a print option is available for their course.

This Cengage solution can be seamlessly integrated into most Learning Management Systems (Blackboard, Brightspace by D2L, Canvas, Moodle, and more) but does require a different ISBN for access codes. Please work with your Cengage Learning Consultant to ensure the proper course set up and ordering information. For additional information, please visit the LMS Integration site.

Standalone Digital Access — Ultimate Value

Recommended and most popular

  • ISBN-10: 1285856368
  • ISBN-13: 9781285856360
  • Bookstore Wholesale Price $79.00
  • RETAIL $79.00

Textbook Only Options

Traditional eBook and Print Options

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  • ISBN-10: 1305192850
  • ISBN-13: 9781305192850
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  • ISBN-10: 1133311385
  • ISBN-13: 9781133311386
  • Bookstore Wholesale Price $186.25
  • RETAIL $247.95

“This book is complete and current, beautifully well designed, easy for students to use, and [easy] to teach from.”

Cengage provides a range of supplements that are updated in coordination with the main title selection. For more information about these supplements, contact your Learning Consultant.


Instructor's Web Site

ISBN: 9781305581425
Everything you need for your course in one place! This collection of product-specific lecture and class tools is available online via the instructor resource center at

Online Instructor's Resource Manual

ISBN: 9781305581401
This detailed manual provides online tools to assist instructors in teaching the course.

Cengage Learning Testing, powered by Cognero Instant Access

ISBN: 9781305582217
Cengage Learning Testing Powered by Cognero® is a flexible, online system that allows you to import, edit, and manipulate content from the text's test bank or elsewhere, including your own favorite test questions; create multiple test versions in an instant; and deliver tests from your LMS, your classroom, or wherever you want.

Instructor's Edition

ISBN: 9781305581340