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Electronic Media: An Introduction, by Lynne Schafer Gross
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Electronic Media: An Introduction provides students the essentials for interacting with electronic media whether they plan to become media producers or shrewd media consumers. The text discusses the most current media forms and the functions of those forms as they relate to advertising, promotional, regulatory, ethical and global issues. Students will explore types of media careers and learn how to obtain those jobs by developing networking and interviewing skills and by preparing strong application materials.
- Sales Rank: #323187 in Books
- Brand: Brand: McGraw-Hill Humanities/Social Sciences/Languages
- Published on: 2012-09-13
- Original language: English
- Number of items: 1
- Dimensions: 9.10" h x .70" w x 7.50" l, 1.45 pounds
- Binding: Paperback
- 464 pages
- Used Book in Good Condition
About the Author
Lynne Schafer Gross is presently a Professor in the Department of Radio-TV-Film at California State University, Fullerton. She has written ten other textbooks and hundreds of magazine articles. In 1999 she was the recipient of the Frank Stanton Award for Distinguished Contribution to Electronic Media Education and in 1997 she received the Distinguished Education Service Award from the Broadcast Education Association. She is a past governor of the Academy of Television Arts and Sciences and has also chaired that organization’s Library Committee and Student Activities Committee. As Past President of the Broadcast Education Association she increased membership 24% and funding 59%. Professionally, she is currently Associate Producer for the video series “Journeys Below the Line” and in the past she was Director of Programming for Valley Cable TV and the producer of numerous radio and TV programs for public, commercial, and cable outlets. Her teaching and consulting have taken her to many countries including Malaysia, Swaziland, Estonia, Australia, Guyana, and Russia. Her doctorate is from UCLA.
Most helpful customer reviews
1 of 1 people found the following review helpful.
Decent overview riddled with technical errors
By D. Chien
The overall coverage of each aspect of the electronic media field is good - history, marketing, outlets, etc.
For an overview for those not familiar with the interrelated aspects involved, it's a good way to get up to speed.
That said, if you've taken marketing, computer history/science, film making, etc., the book will seem quite 'obvious' in what's presented and that makes for a dull class.
The BIGGEST flaw however is the numerous technical errors.
eg. LED - a 'tube'. No, no! LEDs are diodes. There's no 'tubes' involved and you can have a perfectly flat surface emit light as a LED. The latest quantum dot LEDs even do away with the diode aspect.
eg. Internet Explorer is an ISP. No, no! MSN is an ISP, IE, is a web browser.
eg. 'Low frequency' of cell towers is why many users can make phones calls from one cell simultaneously. No, No, No!!!! Frequency is high, sometimes like the 2100 Mhz band, almost that of a microwave. It's antenna focusing, multiplexing, time division, etc. that will allow many users to make calls using one tower.
And these are just from reading the first two chapters and briefly glancing at the back of the book! =o
If you dare learn these technical points wrong, expect to fail engineering, computer science, etc!
Due to these glaring errors, marked down to 2 stars. It should never have gotten past the editor and published as it is written!
0 of 0 people found the following review helpful.
Great price (but it did come with some mild water damage/rippling)
By AG82
I'm including pics as a CYA, just to show that there was some damage on the books when i received them.
Not that it matters for the price of a rental, all in all it's great, that's why i gave it 5 stars. I just wanted to make sure that i had pictures of some of the areas, especially what appears to be some mild water damage (pages are rippled along the bottom). Nothing severe, but i'd hate to get dinged if they thought i did that.
0 of 0 people found the following review helpful.
Textbook Review
By Ulises
I loved the textbook the only problem is the time one must wait to get the textbook. Other than that the textbook has been very helpful. I thought about not getting the textbook because I thought I would not need it. Did not want to buy it because it was very expensive. Thanks to amazon I rented it for almost half the price!
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