A concise introduction to the evolution of communication media, The Evolution of Media is unique in that it treats both mass media and interpersonal media. The first part of the book describes the history and development of media technology. The second and third parts develop a taxonomy for media and compare their technological requirements, applications, and other significant elements. The last section presents a simple methodology to help predict the success of new media products and services. This book is a useful supplement for foundational courses in mass communication and communication history, as well as a primer for anyone interested in the big picture of communication media.
A. Michael Noll is emeritus professor of communications at the Annenberg School for Communication at the University of Southern California and director of technology research at the Columbia Institute for Tele-Information. He worked previously at Bell Labs, the White House, and AT&T and brings all his varied and extensive experience to this book.
Chapter 1 1 Introduction Part 2 Part I: Understanding Communication Media Chapter 3 2 The Written Word: From Printing to the Internet Chapter 4 3 The World of Audio Chapter 5 4 Still and Moving Images Part 6 Part II: Comparing Media Chapter 7 5 A Taxonomy of Communication Media Chapter 8 6 The Modality, Purpose, and Interactivity of Communication Chapter 9 7 Technology Chapter 10 8 Consumer Perspectives Chapter 11 9 Media Comparisons Chapter 12 10 Bandwidth Part 13 Part III: Analyzing Media Chapter 14 11 Services Chapter 15 12 Computer Communication Chapter 16 13 Content and Conduits Chapter 17 14 Enhancements Chapter 18 15 Convergence Chapter 19 16 Industry Structure Part 20 Part IV: Thinking Strategically Chapter 21 17 Five Factors for Shaping the Future Chapter 22 18 Historical Perspectives Chapter 23 19 Using the Five Factors Chapter 24 Appendix: Technology Tutorial Chapter 25 Bibliography