Making Media Content The Influence of Constituency Groups on Mass Media 1st Edition by John Fortunato 9780805847482 0805847480
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Product details:
ISBN 10: 0805847480
ISBN 13: 9780805847482
Author: John A. Fortunato
Making Media Content addresses the development of media content and the various factors and constituencies that influence content, such as advertisers, corporate interests, owners, and advocacy groups. It examines the strategic decision-making of mass media organizations as they determine what content they present to their audiences through broadcast, publication, or electronic access. The work focuses on the internal and external influences on media content, laying out the various processes and opening up the topic for further consideration. This book will appeal to academics in mass media, especially those studying the relationship between mass media organizations and public relations, and advertisers. Practitioners of the media, public relations, and advertising fields would be interested because there are practical applications to their industries and explanations of the communication interactions between these groups.
Table of contents:
I: Media Powers
Chapter 1: The Mass Media Responsibility
Chapter 2: Mass Media Use
Chapter 3: Mass Media Selecting and Framing
II: The Internal Mass Media Organization
Chapter 4: Establishing the Mass Media Organization: Routines, Branding, and Promotion
Chapter 5: Ownership
Chapter 6: Day-to-Day Decision Makers
III: The External Mass Media Organization: Constituency Groups
Chapter 7: Mass Media Organization Interaction With Content Providers
Chapter 8: Advertisers
Chapter 9: Audience
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Tags: John Fortunato, Media, Content, Influence, Constituency