Media Now: Understanding Media, Culture, and Technology

  • AUTHORS: Joseph Straubhaar; Robert LaRose; Lucinda Davenport
  • ISBN-13: 9781305080355 
  • Grade(s): 9 | 10 | 11 | 12
  • 640 Pages  Paperback 
  • 9th Edition  |  Previous Editions: 2014
  • ©2016     Published
  • Prices are valid only in the respective region


About The Product

Packed with up-to-date examples and the most current coverage available, MEDIA NOW: UNDERSTANDING MEDIA, CULTURE, AND TECHNOLOGY, 9e encourages students to think critically about the media and its effects on culture by providing them with a thorough understanding of how media technologies develop, operate, converge, and affect society. The text offers a comprehensive introduction to today's global media environment and ongoing developments in technology, culture, and critical theory that continue to transform the rapidly evolving industry. Focusing on the essential history, theories, concepts, and technical knowledge, MEDIA NOW develops students' media literacy skills to prepare them for careers in the expanding fields of the Internet, interactive media, and traditional media industries. In addition to new infographics and illustrations, the cutting-edge Ninth Edition includes the latest developments and trends in social media, e-publishing, policy changes for Internet governance, online privacy protection, online ad exchanges, the changing video game industry, and much more. Now available with the text, or as a standalone product, MindTap delivers the ultimate personal learning experience−as well as a wealth of instructor resources−to help maximize the success of your course.


  • At the end of every chapter, “Thinking Critically About the Media” questions ask students to consider, discuss, and write about larger issues surrounding the media, such as what their lives will be like in a future information society and ways to use the spectrum broadcasters are giving up in the digital transition.
  • Media Literacy sections within each media chapter focus on key issues related to the impact of media on culture and society, encouraging students to analyze issues related to their consumption of media and become more effective media activists and critics. Completely up to date, these sections include a “news you can use” focus that provides practical tips to empower students as media consumers, including how to stay safe online, join copyright commons, get on the do-not-call list, or start a blog; where to file media complaints; and how to sort out broadband options.
  • Comprehensive coverage of recent technological and marketplace developments includes how mobile devices and social media sites are altering the media landscape and impacting our culture, the changes in how we watch television, and how technology is affecting the publishing and music industry.
  • The text explores the cultural impact of the media from the perspectives of both current research and historical trends as it covers such topics as the digital television transition; online television and newspapers; how the Internet helps aspiring musicians, television producers, and moviemakers; and the growth and impact of video games.
  • Engaging “Media Then/Media Now” timelines at the beginning of every chapter−and at the point of reference in the text-demonstrate how media has changed in conjunction with changes in society, helping visual learners put key events into context.
  • Highlighting cultural issues, “Media and Culture” boxes examine the unique influence media has on individuals, society, and culture.
  • Guiding readers to the “hot spots” in media industries, updated “Your Media Career” features include the latest projections from the Bureau of Labor Statistics, while “WorldView” features help students expand their thinking from beyond the front door to global perspectives.
  • “Technology Demystified” boxes explain even complex technological information in a clear and accessible way, making it easier for students to understand essential concepts they will use when beginning careers in media.
  • Included throughout each chapter and online, “Stop & Review” features prompt students to thoroughly evaluate the concepts presented in the text. In addition, “Summary and Review” end-of-chapter sections help ensure thorough understanding through questions and brief narrative answers.

About the Contributor

  • Joseph Straubhaar

    Dr. Joseph D. Straubhaar is the Amon G. Carter Centennial Professor of Communication in the Radio-TV-Film Department and Latino Media Studies Director in the Moody College of Communication at the University of Texas at Austin. He previously served as Director of the Center for Brazilian Studies within the Lozano Long Institute for Latin American Studies. Dr. Straubhaar has published books, articles, and essays on international communication, global media, digital inclusion, international telecommunications, Brazilian television, Latin American media, comparative analyses of new television technologies, media flow and culture, and other topics. His primary teaching, research, and writing interests include global media, international communication and cultural theory, the digital divide in the United States and other countries, and global television studies. In addition to his own research in Latin America, Asia, and Africa, Dr. Straubhaar has taken student groups to Latin America and Asia, and he has presented seminars abroad on media research, television programming strategies, and telecommunications privatization. Currently he serves on the editorial boards of COMMUNICATION THEORY, MEDIA INDUSTRIES, CHINESE JOURNAL OF COMMUNICATION, JOURNAL OF LATIN AMERICAN COMMUNICATION RESEARCH, STUDIES IN LATIN AMERICAN POPULAR CULTURE, COMUNICACIÓN E CULTURA, and REVISTA INTERCOM. Visit Professor Straubhaar at

  • Robert LaRose

    Dr. Robert LaRose is an Emeritus full professor in the Department of Media and Information at Michigan State University. He was recently honored with the MSU William J. Beal Outstanding Faculty Award. Other accolades include the Outstanding Article Award of the Year in the field of communication from the International Communication Association and the McQuail Award for the Best Article Advancing Communication Theory from Amsterdam School of Communication Research for his 2010 paper "The Problem of Media Habits". Dr. LaRose conducts research on the uses and effects of the Internet and has published and presented numerous articles, essays, and book chapters on computer-mediated communication, social cognitive explanations of the Internet and its effects on behavior, understanding Internet usage, privacy, and more. In addition to his teaching and research, he is an avid watercolor painter and traveler. Visit Professor LaRose at

  • Lucinda Davenport

    Dr. Lucinda Davenport is the Director of the School of Journalism at Michigan State University, a nationally accredited program since 1949. She previously served as Associate Dean for Graduate Studies in the College of Communication Arts and Sciences, among other administrative positions. In addition to the Michigan State University Excellence in Teaching Award and the College of Communication Arts and Sciences Faculty Impact Award, she has earned national honors for her research, which focuses mainly on news media and innovative technology, media history, and journalistic ethics. Dr. Davenport has professional experience in newspaper, radio, television, public relations, and digital news, and she is known to be an innovator with digital news and journalism education. She earned her Ph.D. in mass communication from Ohio University, an MA in journalism from the University of Iowa, and a BA double major in journalism and Radio/TV/Film from Baylor University. Her master's thesis and doctoral dissertation were firsts in the country on computerized information services and online news. Visit Dr. Davenport at

Table of Contents

1. The Changing Media.
2. Media and Society.
3. Books and Magazines.
4. Newspapers.
5. Recorded Music.
6. Radio.
7. Film and Home Video.
8. Television.
9. The Internet.
10. Public Relations.
11. Advertising.
12. The Third Screen: Smartphones and Tablets.
13. Video Games.
14. Media Uses and Impacts.
15. Media Policy and Law.
16. Media Ethics.
17. Global Communications Media.

New to this Edition

  • Offering a captivating visual presentation, all-new infographics, illustrations, tables, charts, and Media Then/Media Now timelines explain key concepts to students at a glance.
  • The text's cutting-edge coverage of social media and its affect on media as a whole have been updated in all applicable chapters. In addition, the Ninth Edition thoroughly discusses how the many different kinds of mass communication are affected by these social tools.
  • Providing the ultimate personal learning experience, MindTap is available with the Ninth Edition of MEDIA NOW and offers an interactive e-book of the entire text, chapter quizzes, assignments, and engaging activities-as well as analytical and customization tools for instructors.
  • Chapter 3 “Books and Magazines” explores the latest trends in e-publishing, such as the popularity of self-publishing and the proliferation of online magazines.
  • Chapter 9 on the Internet covers the legislation surrounding net neutrality and the latest changes in Internet technology, including HTML5 and IP v.6, as well as the policy changes regarding Internet governance and online privacy protection.
  • Chapter 11's coverage of advertising discusses the online ad exchanges and the growing impact of data brokers as marketing and advertising resources.
  • Chapter 13 provides the latest on the changing video game industry as it moves to downloadable casual and social media games, as well as recent research on the effects of video games.


Teacher Components

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Student Supplements

  • MindTap® Communication Arts, 1 term (6 months) Instant Access for Straubhaar/Larose/Davenport's Media Now: Understanding Media, Culture, and Technology  (ISBN-10: 1305080793 | ISBN-13: 9781305080799)
    MindTap™ Communication Arts for Straubhaar/Larose/Davenport's Media Now: Understanding Media, Culture, and Technology, 9th Edition provides you with the tools you need to better manage your limited time -- you can complete assignments whenever and wherever you are ready to learn with course material specially customized for you by your instructor and streamlined in one proven, easy-to-use interface. Interactive assignments, current videos, official documents, and relevant social media outlets help you comprehend and practice the essential skills that are necessary for careers in global new media and the Communication Arts. With these resources and an array of tools and apps -- from note taking to flashcards -- you'll get a true understanding of course concepts, helping you to achieve better grades and setting the groundwork for your future courses. Access to this product is valid for 6 months of usage.
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