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The Principles of Multimedia Journalism by
In this much-needed examination of the principles of multimedia journalism, experienced journalists Richard Koci Hernandez and Jeremy Rue systemize and categorize the characteristics of the new, often experimental story forms that appear on today's digital news platforms. By identifying a classification of digital news packages, and introducing a new vocabulary for how content is packaged and presented, the authors give students and professionals alike a way to talk about and understand the importance of story design in an era of convergence storytelling. Online, all forms of media are on the table: audio, video, images, graphics, and text are available to journalists at any type of media company as components with which to tell a story. This book provides insider instruction on how to package and interweave the different media forms together into an effective narrative structure. Featuring interviews with some of the most exceptional storytellers and innovators of our time, including web and interactive producers at the New York Times, NPR, The Marshall Project, The Guardian, National Film Board of Canada, and the Verge, this exciting and timely new book analyzes examples of innovative stories that leverage technology in unexpected ways to create entirely new experiences online that both engage and inform.
The Handbook of Global Online Journalism by
The Handbook to Global Online Journalism features a collection of readings from international practitioners and scholars that represent a comprehensive and state-of-the-art overview of the relationship between the internet and journalism around the world. Provides a state-of-the-art overview of current research and future directions of online journalism Traces the evolution of journalistic practices, business models, and shifting patterns of journalistic cultures that have emerged around the world with the migration of news online Written and edited by top international researchers and practitioners in the area of online journalism Features an extensive breadth of coverage, including economics, organizational practices, contents and experiences Discusses developments in online news in a wide range of countries, from the USA to Brazil, and from Germany to China Contains original theory, new research data, and reviews of existing studies in the field
Virtue in Media by
This work establishes a contemporary profile of virtue in professional media practice. Author Patrick Lee Plaisance examines the experiences, perspectives, moral stances, and demographic data of two dozen professional exemplars in journalism and public relations. Plaisance conducted extensive personal "life story" interviews and collected survey data to assess the exemplars' personality traits, ethical ideologies, moral reasoning skills and perceived workplace climate. The chosen professionals span the geographic United States, and include Pulitzer Prize winners and trendsetting PR corporate executives, ranging from rising stars to established veterans. Their thoughts, opinions, and experiences provide readers with an insider's perspective on the thought process of decision makers in media. The unique observations in this volume will be stimulating reading for practitioners, researchers, and students in journalism and public relations. Virtue in Media establishes a key benchmark, and sets an agenda for future research into the moral psychology of media professionals.
Future-Proofing the News by
News coverage is often described as the "first draft of history." From the publication in 1690 of the first American newspaper, Publick Occurrences, to the latest tweet, news has been disseminated to inform its audience about what is going on in the world. But the preservation of news content has had its technological, legal, and organizational challenges. Over the centuries, as new means of finding, producing, and distributing news were developed, the methods used to ensure future generations' access changed, and new challenges for news content preservation arose. This book covers the history of news preservation (or lack thereof), the decisions that helped ensure (or doom) its preservation, and the unique preservation issues that each new form of media brought. All but one copy of Publick Occurrences were destroyed by decree. The wood-pulp based newsprint used for later newspapers crumbled to dust. Early microfilm disintegrates to acid and decades of microfilmed newspapers have already dissolved in their storage drawers. Early radio and television newscasts were rarely captured and when they were, the technological formats for accessing the tapes are long superseded. Sounds and images stored on audio and videotapes fade and become unreadable. The early years of web publication by news organizations were lost by changes in publishing platforms and a false security that everything on the Internet lives forever. In 50 or 100 years, what will we be able to retrieve from today's news output? How will we tell the story of this time and place? Will we have better access to news produced in 1816 than news produced in 2016? These are some of the questions Future-Proofing the News aims to answer.
Watch Your Words by
Journalists -- even those working simultaneously in print, on air and on the Web -- trade in words. Using language well across platforms is a vital skill; the cleaner and clearer the text, the more effective the result. Watch Your Words, now in its fourth edition, is a brief and accessible handbook for mastering baseline knowledge of punctuation, grammar, usage and Associated Press style. This new edition features a new quality-control guide to writing and editing. The guide covers accuracy and fact-checking; brevity and tightening; clarity; use of quotes and attribution; and basic editing principles. The new edition also incorporates current AP style and continues to offer language-skills self-tests with answer keys, as well as sections on spelling and copy-editing symbols. It is an excellent resource for use in both the classroom and the newsroom.
Free Speech and Unfree News by
Does America have a free press? Many who answer yes appeal to First Amendment protections that shield the press from government censorship. But in this comprehensive history of American press freedom as it has existed in theory, law, and practice, Sam Lebovic shows that, on its own, the right of free speech has been insufficient to guarantee a free press. Lebovic recovers a vision of press freedom, prevalent in the mid-twentieth century, based on the idea of unfettered public access to accurate information. This "right to the news" responded to persistent worries about the quality and diversity of the information circulating in the nation's news. Yet as the meaning of press freedom was contested in various arenas-Supreme Court cases on government censorship, efforts to regulate the corporate newspaper industry, the drafting of state secrecy and freedom of information laws, the unionization of journalists, and the rise of the New Journalism-Americans chose to define freedom of the press as nothing more than the right to publish without government censorship. The idea of a public right to all the news and information was abandoned, and is today largely forgotten. Free Speech and Unfree News compels us to reexamine assumptions about what freedom of the press means in a democratic society-and helps us make better sense of the crises that beset the press in an age of aggressive corporate consolidation in media industries, an increasingly secretive national security state, and the daily newspaper's continued decline.
Getting the Picture by
Powerful and often controversial, news pictures promise to make the world at once immediate and knowable. Yet while many great writers and thinkers have evaluated photographs of atrocity and crisis, few have sought to set these images in a broader context by defining the rich and diverse history of news pictures in their many forms. For the first time, this volume defines what counts as a news picture, how pictures are selected and distributed, where they are seen and how we critique and value them. Presenting the best new thinking on this fascinating topic, this book considers the news picture over time, from the dawn of the illustrated press in the nineteenth century, through photojournalism's heyday and the rise of broadcast news and newsreels in the twentieth century and into today's digital platforms. It examines the many kinds of images: sport, fashion, society, celebrity, war, catastrophe and exoticism; and many mediums, including photography, painting, wood engraving, film and video. Packed with the best research and full colour-illustrations throughout, this book will appeal to students and readers interested in how news and history are key sources of our rich visual culture.
This Program Is Brought to You By ... by
Journalism, television, cable, and online media are all evolving rapidly. At the nexus of these volatile industries is a growing group of individuals and firms whose job it is to develop and maintain online distribution channels for television news programming. Their work, and the tensions surrounding it, provide a fulcrum from which to pry analytically at some of the largest shifts within our media landscape. Based on fieldwork and interviews with different teams and organizations within MSNBC, this multi-disciplinary work is unique in its focus on distribution, which is rapidly becoming as central as production, to media work.
Radio 2. 0 by 
Social Media by
Take your business to new heights with up-to-date social media marketing - Updated for 2017! How can 'Social Media: Marketing Strategies for Rapid Growth Using: Facebook, Twitter, Instagram, LinkedIn, Pinterest and YouTube' help you achieve this? Learn how to grow an engaged and supportive following on Facebook, Twitter, Instagram, Pinterest, YouTube and LinkedIn. Tell your story and get your brands message across in a way that consumers enjoy and even look forward too. Develop the skills needed to turn media consumers into paying customers Learn the key demographics of each social media platform and how to use this to your advantage Learn how to target your marketing to very specific groups of people for increased engagement and conversion Learn how to improve your bottom line with more efficient marketing and cheaper customer acquisition Take your business or brand to the Stratosphere! Ideal for businesses of all sizes, brands and even personal pages It's time to take your social media channels to new heights. It's time to grow your business the right way. Get relevant and dominate your platforms in 2016! Grab "Social Media: Marketing Strategies for Rapid Growth Using: Facebook, Twitter, Instagram, LinkedIn, Pinterest and YouTube" now and learn how to take your business to the next level.
Social Media by
Social media is arguably one of the most powerful technology-enabled innovations since the Internet itself. This single-volume book provides a broad and easily understandable discussion of the evolution of social media; related problems and controversies, especially for youth; key people and organizations; and useful social media data. * Provides readers with a clearly written overview of the impacts of social media worldwide that highlights key people and companies in the development of social media * Presents up-to-date information on the range of problems related to social media and presents potential solutions * Offers a variety of voices from social media experts, supplying perspectives from creators to users
Social Media by
Social Media: Principles and Applications examines social media in interpersonal, mass-mediated, educational, organizational, and political settings. Social media technologies take on many different forms, including social network sites like Facebook and Twitter, blogs, wikis, online video and photo-sharing sites (e.g., Pinterest), rating and social bookmarking sites, and video/text chatting sites (e.g., Skype). Beginning with the principles of social media, Sheldon disassembles applications of social media in a variety of settings to understand who is using social media, how they develop meaningful relationships, and how they use social media during major events. Sheldon also delves into the political, educational, commercial, and privacy issues of social media use, making this an excellent resource for communication, psychology, and social media scholars.
Culture and Economy in the Age of Social Media by
Understanding social media requires us to engage with the individual and collective meanings that diverse stakeholders and participants give to platforms. It also requires us to analyse how social media companies try to make profits, how and which labour creates this profit, who creates social media ideologies, and the conditions under which such ideologies emerge. In short, understanding social media means coming to grips with the relationship between culture and the economy. In this thorough study, Christian Fuchs, one of the leading analysts of the Internet and social media, delves deeply into the subject by applying the approach of cultural materialism to social media, offering readers theoretical concepts, contemporary examples, and proposed opportunities for political intervention. Culture and Economy in the Age of Social Mediais the ultimate resource for anyone who wants to understand culture and the economy in an era populated by social media platforms such as Twitter, Facebook, and Google in the West and Weibo, Renren, and Baidu in the East. Updating the analysis of thinkers such as Raymond Williams, Karl Marx, Ferruccio Rossi-Landi, and Dallas W. Smythe for the 21stcentury, Fuchs presents a version of Marxist cultural theory and cultural materialism that allows us to critically understand social media's influence on culture and the economy.
Ask by
"What Ryan Levesque has done is give you the art and the science behind figuring out EXACTLY what your prospects want... and then delivering it via an incredibly effective sales process. Buy this book and put the formula to work in your business - the results speak for themselves." - Jeff Walker, #1 NY Times bestselling author of "Launch" "I am going to put the brilliant advice Ryan presents in Askto work immediately. This is the most innovative, practical and useful business book I have read in years." - Reid Tracy, CEO Hay House, Inc. "Before you finish the first third of the book, you''ll be eager to jump ahead and implement his process immediately - it''s that powerful!" - Annie Hyman Pratt, former CEO of The Coffee Bean and Tea Leaf and CEO of IMPAQ Entrepreneur Business Execution Systems "Ask may be the most important book written for anyone who sells products or services directly to consumers since Breakthrough Advertising was published in 1966. Ryan Levesque will go down in history as the marketer who used his background to change the way products and services are sold online." - Brian Kurtz, Business Builder of Boardroom, Inc. and Serial Direct Marketer THE "MIND-READING" SYSTEM THAT IS REVOLUTIONIZING ONLINE BUSINESS Do you know how to find out what people really want to buy? (Not what you think they want, not what they say they want, but what they really want?) The secret is asking the right questions - and the right questions are not what you might expect. Ask is based on the compelling premise that you should NEVER have to guess what your prospects and customers are thinking. The Ask Formula revealed in this book has been used to help build multi-million dollar businesses in 23 different industries, generating over $100 million dollars in sales in the process. You ''ll discover why the Ask Formula is arguably THE most powerful way to discover EXACTLY what people want to buy and how to give it to them - and in a way that makes people fall in love with you and your company. In this tell-all book, expert online marketer Ryan Levesque (featured in CNBC, Yahoo Finance, The Miami Herald, The San Francisco Chronicle, Mass Market Retailer, Bloomberg Businessweek and more) turns everything you know about customer surveys on its head. You ''ll discover how Ryan Levesque developed his proven system for creating survey-based, customized sales funnels. And you ''ll also learn how YOU can implement the same system in your own business - no matter your market. The Ask Formula blueprint is laid out in clear and detailed steps for anyone to use and adapt. Whether you ''re an aspiring Internet entrepreneur, advanced online marketer, or established business owner, this book will both inspire you and show you how to skyrocket your online income - while creating a mass of raving fans in the process - simply by asking the right questions in a surprisingly different way. For people looking to scale up their business, Askwill utterly transform how you think about consumer behavior and selling online. For example, you ''ll learn: How to increase your income by 36% by asking potential customers this slightly unusual 4 word question. Why most businesses are doing surveys all wrong (and the one question you should NEVER be asking your prospects) And much, much more... Discover for yourself why leading marketers all use and recommend the Ask formula. "Investigation based sales is the most profitable type of selling. Ryan Levesque explains how to utilize this powerful technique beautifully in his book ASK." - James Schramko, SuperFastBusiness.com "There are so many great strategies in this book that will grow your business it''s flat out crazy. I highly recommend Ask to every business owner that wants to increase sales and customer happiness." - Christian Mickelsen, #1 Best Selling Author of Get Clients Today "If you do nothing else to improve your marketing this year, you have to read Chapter 12 of Ryan Levesque''s book, Ask." - Sebastien Night, Founder, The French Marketer, #1 online business training corporation in France
Social Media by
Updated to reflect the latest technological innovations--and challenges--the second edition of Social Media: How to Engage, Share, and Connect will help readers understand and successfully use today's social media tools. Luttrell's text offers: - a thorough history of social media and pioneers of the field; - chapters on specific subjects such as photo-sharing, video, crisis communication, ethics, and "sticky social," among others; - discussions on appropriate use of social media in public relations, where the profession stands today and where it is headed in the future; and - real-world examples of successful social media campaigns. This book will become your go-to reference guide for all things social media-related as it applies to public relations and the everyday duties of PR professionals.
Writing Online by
"Contrary to the old adage about finding new names for old things, Writing Online: Rhetoric for the Digital Age gives new life and new meaning to old names. The book and its companion website transform ancient rhetoric as a process of oral compositioninvention, arrangement, memory, style, and deliveryinto a digital rhetoric, a dynamic process of writing for the World Wide Web: dynamic because it shows not only how to write in a Web-based medium but, more importantly, how to learn and adapt to a medium that is constantly evolving and changing. Unlike conventional books that provide specific solutions to specific problems, Writing Online reenacts the process of solving Web-based writing problems, explaining everything from how to create a simple web page to how to develop a sophisticated content management system and everything in between: HTML, HTML5, CSS, JavaScript, PHP, and much more. As a digital rhetoric, moreover, Writing Online recreates the ancient processes of oral composition for a digital era. Digital invention becomes a push-pull process of transmitting information via searches, alerts, news aggregators, and read-write algorithms. Digital arrangement becomes a question-and-answer process inviting multiple responses via intuitive navigation systems and dynamic patterns of organization. Digital memory transforms the ancient memory palace into a dynamic, programmable content management system. Digital style provides computer-based tools to enhance writers' word choice, argumentative structures, and feedback. Digital delivery resituates speakers and writers in onscreen environments that balance functionality and aesthetics for optimum responsiveness and usability." James P. Zappen, Professor, Department of Communication and Media, Rensselaer Polytechnic Institute
The Culture of Connectivity by
Social media penetrate our lives: Facebook, YouTube, Twitter and many other platforms define daily habits of communication and creative production. This book studies the rise of social media, providing both a historical and a critical analysis of the emergence of major platforms in the context of a rapidly changing ecosystem of connective media. Author José van Dijck offers an analytical prism that can be used to view techno-cultural as well as socio-economic aspects of this transformation as well as to examine shared ideological principles between major social media platforms. This fascinating study will appeal to all readers interested in social media.
A Social Strategy by
Almost no one had heard of social media a decade ago, but today websites such as Facebook, Twitter, and LinkedIn have more than 1 billion users and account for almost 25 percent of Internet use. Practically overnight, social media seems indispensable to our lives--from friendship and dating to news and business. What makes social media so different from traditional media? Answering that question is the key to making social media work for any business, argues Miko'aj Piskorski, one of the world’s leading experts on the business of social media. In A Social Strategy, he provides the most convincing answer yet, one backed by original research, data, and case studies from companies such as Nike and American Express. Drawing on his analysis of proprietary data from social media sites, Piskorski argues that the secret of successful ones is that they allow people to fulfill social needs that either can’t be met offline or can be met only at much greater cost. This insight provides the key to how companies can leverage social platforms to create a sustainable competitive advantage. Companies need to help people interact with each other before they will promote products to their friends or help companies in other ways. Done right, a company’s social media should benefit customers and the firm. Piskorski calls this "a social strategy," and he describes how companies such as Yelp and Zynga have done it. Groundbreaking and important, A Social Strategy provides not only a story- and data-driven explanation for the explosion of social media but also an invaluable, concrete road map for any company that wants to tap the marketing potential of this remarkable phenomenon.
Writing on the Wall by
Papyrus rolls and Twitter have much in common, as each was their generation's signature means of "instant" communication. Indeed, as Tom Standage reveals in his scintillating new book, social media is anything but a new phenomenon. From the papyrus letters that Roman statesmen used to exchange news across the Empire to the advent of hand-printed tracts of the Reformation to the pamphlets that spread propaganda during the American and French revolutions, Standage chronicles the increasingly sophisticated ways people shared information with each other, spontaneously and organically, down the centuries. With the rise of newspapers in the nineteenth century, then radio and television, "mass media" consolidated control of information in the hands of a few moguls. However, the Internet has brought information sharing full circle, and the spreading of news along social networks has reemerged in powerful new ways. A fresh, provocative exploration of social media over two millennia, Writing on the Wall reminds us how modern behavior echoes that of prior centuries--the Catholic Church, for example, faced similar dilemmas in deciding whether or how to respond to Martin Luther's attacks in the early sixteenth century to those that large institutions confront today in responding to public criticism on the Internet. Invoking the likes of Thomas Paine and Vinton Cerf, co-inventor of the Internet, Standage explores themes that have long been debated: the tension between freedom of expression and censorship; whether social media trivializes, coarsens or enhances public discourse; and its role in spurring innovation, enabling self-promotion, and fomenting revolution. As engaging as it is visionary, Writing on the Wall draws on history to cast new light on today's social media and encourages debate and discussion about how we'll communicate in the future.
Status Update by
Social media technologies such as YouTube, Twitter, and Facebook promised a new participatory online culture. Yet,nbsp;technology insider Alice Marwick contends in this insightfulnbsp;book, “Web 2.0” only encouraged a preoccupation with status and attention. Her original research—which includes conversations with entrepreneurs, Internet celebrities, and Silicon Valley journalists—explores the culture and ideology of San Francisco’s tech community in the period between the dot com boom and the App store, when the city was the world’s center of social media development. nbsp; Marwick argues that early revolutionary goals have failed to materialize: while many continue to view social media as democratic, these technologies instead turn users into marketers and self-promoters, and leave technology companies poised to violate privacy and to prioritize profits over participation. Marwick analyzes status-building techniques—such as self-branding, micro-celebrity, and life-streaming—to show that Web 2.0 did not provide a cultural revolution, but only furthered inequality and reinforced traditional social stratification, demarcated by race, class, and gender.
How to Measure Social Media by
Your 100% Actionable, Proven Framework for Delivering Rock-Solid Social Media Business Metrics--Painlessly Think social marketing is worth it? Prove it. If your boss hasn't demanded that yet, he will. Then what? Hand him some jive about "return on conversation"? Think that'll fly? You'll be gone so fast you won't know what hit you. You know damn well what your boss cares about: Sales Volume. Costs. Revenue. This book will help you measure all that: credibly, accurately, and in drill-down detail. Bet you can't wait to see his face when you walk in with metrics that stand up to his most brutal questions. We're not just talking about getting "buy-in" or begging for your proverbial "seat at the table." We are talking about numbers that make careers. This book will prove your indispensability to even the most clueless executive in your company. Here's the best part: It's not hard. You won't need to become a math nerd. The tools are cheap (or free), and you're probably sitting on most of the data. This book will give you everything else, including simple step-by-step techniques for creating measurable strategies and getting the data to prove they deliver. You'll also get super helpful hands-on exercise worksheets where you can jot down your answers and notes. Nichole Kelly has been refining this stuff for 14 years. She's helped hundreds of marketers prove their value to bosses and boardrooms. Now it's your turn. If you're a marketer or agency pro, this is a game you have to play. Win it. Reliable answers to questions like: How much revenue did our activities on social media platforms generate this month? Are social media prospects more likely to convert to customers? Which status update delivered the highest conversion rate? How long do we retain new social media customers? Do they spend more or less than customers from other channels? Do they make repeat purchases more often than other customers? And much more...
Spreadable Media by
(PRINT) How sharing, linking, and liking have transformed the media and marketing industries Spreadable Media is a rare inside look at today's ever-changing media landscape. The days of corporate control over media content and its distribution have been replaced by the age of what the digital media industries have called "user-generated content." Spreadable Media maps these fundamental changes, and gives readers a comprehensive look into the rise of participatory culture, from internet memes to presidential tweets. The authors challenge our notions of what goes "viral" and how by examining factors such as the nature of audience engagement and the environment of participation, and by contrasting the concepts of "stickiness"--aggregating attention in centralized places--with "spreadability"--dispersing content widely through both formal and informal networks. The former has often been the measure of media success in the online world, but the latter describes the actual ways content travels through social media. The book explores the internal tensions businesses face as they adapt to this new, spreadable, communication reality and argues for the need to shift from "hearing" to "listening" in corporate culture. Now with a new afterword addressing changes in the media industry, audience participation, and political reporting, and drawing on modern examples from online activism campaigns, film, music, television, advertising, and social media--from both the U.S. and around the world--the authors illustrate the contours of our current media environment. For all of us who actively create and share content, Spreadable Media provides a clear understanding of how people are spreading ideas and the implications these activities have for business, politics, and everyday life, both on- and offline.
Digital Sense by
Compete in the digital world with pragmatic strategies for success Digital Sense provides a complete playbook for organizations seeking a more engaged customer experience strategy. By reorganizing sales and marketing to compete in today's digital-first, omni-channel environment, you gain newfound talent and knowledge from the resources already at hand. This book provides two pragmatic frameworks for implementing and customizing a new marketing operating system at any size organization, with step-by-step roadmaps for optimizing your customer experience to gain a competitive advantage. The Experience Marketing Framework and the Social Business Strategy Framework break down proven methods for exceeding the expectations customers form throughout the entirety of the buying journey. Customizable for any industry, sector, or scale, these frameworks can help your organization leap to the front of the line. The evolution of marketing and sales demands a revolution in business strategy, but realizing the irrelevance of traditional methods doesn't necessarily mean knowing what comes next. This book shows you how to compete in today's market, with real-world frameworks for implementation. Optimize competitive advantage and customer experience Map strategy back to business objectives Engage customers with a pragmatic, proven marketing system Reorganize sales and marketing to fill talent and knowledge gaps Today's customer is savvy, with more options than ever before. It's critical to meet them where they are, and engagement is the cornerstone of any cohesive, effective strategy. The technological revolution has opened many doors for marketing and sales, but the key is knowing what lies behind each one'what works for your competitor may not be right for you. Digital Sense cuts through the crosstalk and confusion to give you a solid strategy for success.
Street Marketing by
This compelling book shows companies new methods of marketing communication that will break through the noise created by the competition and allow them to differentiate their offerings and their brands. * Thoroughly explains the compelling advantages of Street Marketing(tm), including low cost, high impact, and a personal approach that creates an emotional response * Explains the current crisis of conventional marketing in a brand society, identifies the need for non-conventional approaches for the emerging non-conventional market, and addresses the origins and definitions of non-conventional marketing approaches * Provides real-world examples of successful Street Marketing by major companies and organizations such as Heineken, Greenpeace, World Wildlife Fund (WWF), and Mini (automobiles) * Written by an accomplished marketing consultant and business owner who has put his Street Marketing(tm) concepts and practices into action for well-known organizations and companies as diverse as Intel, Lanc#65533;me, Clarins, Microsoft, Sony, and the World Council of People at the United Nations
Targeted by
Far from the catchy television spots and sleek magazine spreads are the comparatively modest ads that pop up on websites and in Internet searches. But don't be fooled-online advertising is exploding. Growing at a compound annual rate near 20%, it is now the second-largest advertising channel in the United States. Part history, partguidebook, part prediction for the future, Targeted tells the story of the companies, individuals, and innovations driving this revolution. It takes readers behind the scenes-examining the growth of digital advertising, its enormous potential, and the technologies that are changing the game forever. Leading the way is real-time bidding, which offers advertisers unprecedented precision in targeting ads and measuring their effectiveness. From keyword micro-markets and ad serving systems to aggregated virtual audiences and new business models, Targeted is sweeping in scope and stripped of technical complexity. It is an essential resource for anyone interested in finding and connecting with customers in the vast and shifting Internet universe. "
Black Ops Advertising by
From Facebook to Talking Points Memo to the New York Times, often what looks like fact-based journalism is not. It’s advertising. Not only are ads indistinguishable from reporting, the Internet we rely on for news, opinions and even impartial sales content is now the ultimate corporate tool. Reader beware: content without a corporate sponsor lurking behind it is rare indeed. Black Ops Advertising dissects this rapid rise of "sponsored content,” a strategy whereby advertisers have become publishers and publishers create advertising--all under the guise of unbiased information. Covert selling, mostly in the form of native advertising and content marketing, has so blurred the lines between editorial content and marketing message that it is next to impossible to tell real news from paid endorsements. In the 21st century, instead of telling us to buy, buy, BUY, marketers "engage” with us so that we share, share, SHARE--the ultimate subtle sell. Why should this concern us? Because personal data, personal relationships, and our very identities are being repackaged in pursuit of corporate profits. Because tracking and manipulation of data make "likes” and tweets and followers the currency of importance, rather than scientific achievement or artistic talent or information the electorate needs to fully function in a democracy. And because we are being manipulated to spend time with technology, to interact with "friends,” to always be on, even when it is to our physical and mental detriment.
Strategic Copywriting by
When it comes to attracting consumers through advertising, which words, phrases, and techniques are most effective? Strategic Copywriting, a detailed how-to guide, introduces students to time-tested strategies for writing and designing successful ads. In this second edition, Edd Applegate explains the core principles that have guided advertising for decades, from knowing the audience to crafting a compelling message. Next, proven techniques for producing specific kinds of advertising whether for newspapers, magazines, or other print media, for broadcast radio or television, or for social media and online/mobile platforms are addressed in step-by-step detail. Throughout, Applegate walks readers through real advertisements from advertising agencies of all sizes across the United States to illustrate what works or not and why."
Mid-Century Ads by
Mad for ads: Advertising for the Space Age Gleaned from thousands of images, this book offers the best of American print advertising in the age of the "Big Idea." From the height of American consumerism, bold and colorful campaigns paint a fascinating portrait of the 1950s and 60s, as concerns about the Cold War gave way to the carefree booze-and-cigarettes capitalism of the Mad Men era. Digitally remastered for optimum reproduction quality, the ads burst with crisp fonts and colors, as well as a sexy sense of possibility, beguiling their audience to buy everything from guns to girdles, cars to toothpaste, air travel to home appliances. At turns startling, amusing and inspiring, this panorama of mid-century marketing is at once an evocative period piece and showcase of design innovation and advertising wit.
Advertising Concept and Copy by
A classic text now in a new edition, George Felton's Advertising: Concept and Copy is an innovative approach to advertising creativity. It covers the entire conceptual process, from developing smart strategy to executing it with strong ads ;from what to say to how to say it. ; Part 1, Strategies, operates on the premise that the idea beneath an ad's surface determines its success. This first section shows how to research products, understand consumer behavior, analyze audiences, and navigate marketplace realities, then how to write creative briefs that focus this strategic analysis into specific advertising objectives. Part 2, Executions, explains how to put strategy into play. It discusses the tools at a copywriter's command;creating a distinctive brand voice, telling stories, using language powerfully and originally as well as the wide variety of media and advertising genres that carry and help shape messages. But great executions are elusive. So Part 3, the Toolbox, gives advice about how to think creatively, then presents an array of problem-solving tools, a series of techniques that advertisers have used repeatedly to produce exceptional work. ; In brief, this book shows how to find strong selling ideas and how to express them in fresh, memorable, persuasive ways. The new edition features greatly expanded discussions of guerrilla advertising, interactive advertising, brand voice, storytelling, and the use of social media. Hundreds of ads in full color, both in the book and on an accompanying Web site, demonstrate the best in television, radio, print, and interactive advertising. Advertising: Concept and Copy is the most comprehensive text in its field, combining substantial discussion of both strategy and technique with an emphasis on the craft of writing not found elsewhere. It is truly a writer's copywriting text.
Goodvertising by
Can advertising be a force for good? How can a brand use advertising to earn the trust of an audience? Demonstrating a brand’s corporate conscience or making audiences aware of its charitable or philanthropic activities is one of the great creative challenges an advertising agency can be given. Here is a collection of outstanding and effective campaigns that communicate the socially responsible nature of leading brands, products, and public organizations today. Deftly organized into ten chapters—Transparency, Connection, Simplicity, Collaboration, Passion, Creativity, Contagiousness, Generosity, Insight, and Full Commitment—it both inspires through great work and explains the principles involved. Over ninety campaigns in a full array of media channels are featured, and each is accompanied by a detailed commentary on the work. Including interviews and insights from leading advertising strategists, the book provides a comprehensive overview for professional advertising creatives, brand strategists, or anyone who works with a brand that values truth, trust, and responsibility.
Marketing in the 21st Century and Beyond by
This book comprehensively addresses the key facets of marketing strategy and provides cutting-edge direction for organizational success—all in a single volume.
Outside the Box by
In an age of slick, computer-generated type and Photoshopped perfection, hand-drawn packing is enjoying a global resurgence. As shorthand for something more authentic, homegrown, handmade, or crafted, hand-drawn packaging is found on everything from supermarket eggs to Chipotle drink cups. In this exhaustive and lavishly illustrated survey, organized by four types--DIY, art, craft, and artisanal--Gail Anderson pulls back the curtain on the working processes and inspirations offorty letterers, illustrators, and designers from all around the world through insightful interviews, process sketches, and her infectious love of the medium.
Online Marketing for Small Businesses in Easy Steps by
Online presence has become vital for all businesses; large, small or the self-employed. Whether you like it or not, if you don't take steps and manage your online presence, your customers and clients will. It's not enough to just have a website; social networking sites are the new word of mouth marketing channels and they're very powerful in spreading the word. Online Marketing for Small Businesses in easy steps guides you through the essential steps you need to take to set your online strategy, make your website work for you, and then covers the key social networking sites to generate a stronger and more loyal customer base. It concentrates on activities that are essential and free, and steers clear of costly forms of online marketing. This new guide in theIn Easy Steps series will help you learn about online marketing in digestible chunks. Chapter 1 will help you work out where your customers are talking and set your social media goals. Chapter 2 covers getting the most out of your website. Then, start working on the social networking site(s) where your customers are most active. Covers Facebook, Twitter, LinkedIn, Pinterest and Google Plus.
Disruptive Marketing by
Selected by Oracle Marketing Cloud as a Top 15 Marketing Book for 2016 Are you still marketing like it's 2006? Now that 75 percent of screen time is spent on connected devices, digital strategies have moved front and center of most marketing plans. But what if that's not enough? What if most people ignore company messages? What if consumer engagement never goes further than the "like' button? A sobering reality is hitting marketers. Technology hasn't just reshaped mass media, it's altering behavior as well. And getting through to customers will take some radical rethinking. First step is to toss the linear plan. Next is to strip away conventions, open your mind, and join Disruptive Marketing on a provocative, fast-paced tour of our changing world . . . - Where selling is dead, but ongoing conversation thrives - Where consumers generate the best content about brands - Where people tune out noise and listen to feelings - Where curiosity leads the marketing team - Where growth depends on merging analytics with boundless creativity Packed with trends, predictions, interviews with big-think marketers, and stories from a career spent pushing boundaries, this book will propel you out of your comfort zone and into the disruptive mindsetyou need for future success. "
Pilot to Profit by
Seatbelts fastened. Business dreams in the upright position. Entrepreneurs, prepare for takeoff. Ready to generate sales, build brand buzz, and watch your cash flow soar? "Pilot to Profit" clears up the confusion of modern entrepreneurship---so you can build a smart, successful and sustainable business with sky-high returns. Do I really need to be on Instagram, Facebook and Twitter? How do these other people command such high fees (and how can I?) How do I double my profits this year without doubling the work? As you turn the pages, you'll uncover answers to the questions that have kept you stuck. And, proven strategies to help your business get found and turn connections into paying customers---whether you're an established enterprise or just What can you expect? A stronger money mindset that no longer sabotages your ability to be paid what you're worth for the work you do. Expect your money-making "radar" to be on high alert. A clearly defined business model that maximizes what comes in, with less effort put out. Ease finding the right channels to grow your business so that you can reach more people. An understanding of how to create content that raises your credibility and puts you on the map. (Because without great content, your business might never be found.) Not only will you learn about turning out content that begs to be clicked on, but you'll gain powerful strategies for sharing that content through email and social media, so it gets devoured and grows your fan base. Lastly, you'll walk away understanding how to sell what you do, whom to sell it to, and precisely how to find and connect with those people. This book uncovers every step you need on your journey to building a successful, profitable business you love. With "Pilot to Profit," you're officially cleared for takeoff.
Digital Marketing for Dummies by
Does your digital marketing pack a punch? Written with the marketer's best interests in mind, this friendly, down-to-earth guide shows you how to use proven digital marketing strategies and tactics to expand the reach of your brand, increase audience engagement, and acquire and monetize customers. From current best practices in SEO and SEM to the latest ways to effectively use content marketing and influencer marketing'and everything in between?Digital Marketing For Dummies helps you get the most out of all your digital marketing efforts. What worked in digital marketing just a few years ago is quickly losing relevance as electronic platforms'and the people who use them'continue to evolve. So how do you keep afloat in this fast-paced and ultra-competitive environment? Don't sweat it! Digital Marketing For Dummies takes the guesswork out of marketing in the digital age, offering the latest tips and techniques for utilizing technology to get your product or services out to the masses. Whether you're looking to craft a killer campaign from scratch or just want to beef up your social media presence, you'll find everything you need to meet your business goals'and boost your bottom line. Develop an individually tailored digital marketing campaign Offer an effective lead magnet to convert visitors Keep your audience invested in your brand, products, and services Create a return path with frequent and strategic communication with your customers If you're ready to benefit from the latest and greatest digital marketing has to offer, this no-nonsense guide sets you up for success.
Social Media by
Take your business to new heights with up-to-date social media marketing - Updated for 2017! How can 'Social Media: Marketing Strategies for Rapid Growth Using: Facebook, Twitter, Instagram, LinkedIn, Pinterest and YouTube' help you achieve this? Learn how to grow an engaged and supportive following on Facebook, Twitter, Instagram, Pinterest, YouTube and LinkedIn. Tell your story and get your brands message across in a way that consumers enjoy and even look forward too. Develop the skills needed to turn media consumers into paying customers Learn the key demographics of each social media platform and how to use this to your advantage Learn how to target your marketing to very specific groups of people for increased engagement and conversion Learn how to improve your bottom line with more efficient marketing and cheaper customer acquisition Take your business or brand to the Stratosphere! Ideal for businesses of all sizes, brands and even personal pages It's time to take your social media channels to new heights. It's time to grow your business the right way. Get relevant and dominate your platforms in 2016! Grab "Social Media: Marketing Strategies for Rapid Growth Using: Facebook, Twitter, Instagram, LinkedIn, Pinterest and YouTube" now and learn how to take your business to the next level.
Small Data by
Hired by the world’s leading brands to find out what makes their customers tick, Martin Lindstrom spends three hundred nights a year overseas, closely observing people in their homes. His goal: to uncover their hidden desires and turn them into breakthrough products for the world’s leading brands. In a world besotted by the power of Big Data, he works like a modern-day Sherlock Holmes, accumulating small clues to help solve a stunningly diverse array of challenges. Lindstrom connects thedots in this globe-trotting narrative that will fascinate not only marketers and brand managers, but anyone interested in the infinite variations of human behavior. Small Data combines armchair travel with forensic psychology into an interlocking series of international clue-gathering detective stories. It presents a rare behind-the-scenes look at what it takes to create global brands, and along the way, reveals surprising and counterintuitive truths about what connects us all as humans.
Play Bigger by
The founders of a respected Silicon Valley advisory firm study legendary category-creating companies and reveal a groundbreaking discipline called category design. Winning today isn’t about beating the competition at the old game. It’s about inventing a whole new game—defining a new market category, developing it, and dominating it over time. You can’t build a legendary company without building a legendary category. If you think that having the best product is all it takes to win, you’re going to lose. In this farsighted, pioneering guide, the founders of Silicon Valley advisory firm Play Bigger rely on data analysis and interviews to understand the inner workings of “category kings”— companies such as Amazon, Salesforce, Uber, and IKEA—that give us new ways of living, thinking or doing business, often solving problems we didn’t know we had. In Play Bigger, the authors assemble their findings to introduce the new discipline of category design. By applying category design, companies can create new demand where none existed, conditioning customers’ brains so they change their expectations and buying habits. While this discipline defines the tech industry, it applies to every kind of industry and even to personal careers. Crossing the Chasm revolutionized how we think about new products in an existing market. The Innovator’s Dilemma taught us about disrupting an aging market. Now, Play Bigger is transforming business once again, showing us how to create the market itself.
Managing the Digital You by
Managing the Digital You: Where and How to Keep and Organize Your Digital Life is a much-needed guide for those struggling with how to manage and preserve their digital items. Starting with a values assessment, this book helps readers identify what items are important to them personally so that they can effectively prioritize their time and effort. Covering multimedia, correspondence, legacy planning, password protection, photos, non-digital documents, financial and legal documents, and even social media archiving, this comprehensive text addresses how to get started and how to develop a plan for managing existing and future items. Features include: -Value assessment exercises to help readers identify what is a preservation priority to them personally -Best practices for managing digital financial and legal documents -How to save things from multiple devices, as well as social media sites -Recommendations for scheduling maintenance activities and automating backup -Guidelines for creating a personal management plan so that users are prepared to handle new and existing documents, photos, and other digital material for ongoing access After reading this short primer, readers will be ready to: 1.better organize and identify what they already have in a digital form, 2.have a personal plan for knowing what to discard and what to retain, 3.know how to digitize papers, photographs, voicemail, 4.preserve email and social media postings, and 5.set up a workable long-term file naming and organizational structure.
The Content Trap by
"As Bharat Anand shows in this eminently readable book, connections are now more important than content."--Daniel H. Pink, author of Drive and To Sell Is Human Harvard Business School Professor of Strategy Bharat Anand presents an incisive new approach to digital transformation that favors fostering connectivity over focusing exclusively on content. Companies everywhere face two major challenges today: getting noticed and getting paid. To confront these obstacles, Bharat Anand examines a range of businesses around the world, from The New York Times to The Economist, from Chinese Internet giant Tencent to Scandinavian digital trailblazer Schibsted, and from talent management to the future of education. Drawing on these stories and on the latest research in economics, strategy, and marketing, this refreshingly engaging book reveals important lessons, smashes celebrated myths, and reorients strategy. Success for flourishing companies comes not from making the best content but from recognizing how content enables customers' connectivity; it comes not from protecting the value of content at all costs but from unearthing related opportunities close by; and it comes not from mimicking competitors' best practices but from seeing choices as part of a connected whole. Digital change means that everyone today can reach and interact with others directly: We are all in the content business. But that comes with risks that Bharat Anand teaches us how to recognize and navigate. Filled with conversations with key players and in-depth dispatches from the front lines of digital change, The Content Trap is an essential new playbook for navigating the turbulent waters in which we find ourselves. Praise for The Content Trap "The Content Trap is a book filled with stories of businesses, from music companies to magazine publishers, that missed connections and could never escape the narrow views that had brought them past success. But it is also filled with stories of those who made strategic choices to strengthen the links between content and returns in their new master plans. . . . The book is a call to clear thinking and reassessing why things are the way they are."--The Wall Street Journal "This book is a clarion call for creativity and imagination in strategy development. I measure the success of a business book by my desire to share it with colleagues. After reading The Content Trap, I want all of my former colleagues at The New York Times to read it."--Martin Nisenholtz, former CEO, New York Times Digital; Professor of the Practice of Digital Communication, Boston University "Bharat Anand thinks both globally and functionally: our group and I have learnt a lot from him over the years. He has provoked us to shape ideas in new ways. That is what you will experience when you read The Content Trap."--Koos Bekker, chair of Naspers, global internet group "In my professional life I have seen audiences' relationship with movies, television programming and music be radically transformed by the digital revolution. Bharat Anand's book is invaluable in its analysis of how this change has affected the media space and in particular how consumers relate to the content that we are creating."--Michael Lynton, chairman and CEO, Sony Pictures Entertainment "A very smart book--creators, ignore this at your peril. This revolution has been twenty years in the making, and Bharat Anand makes the past (and the future) a lot more clear."--Seth Godin, New York Times bestselling author of Meatball Sundae and Linchpin
Communication in Everyday Life by
Communication in Everyday Life, Second Edition remains the only introductory communication book to explore fundamental concepts, theories, and skills aimed at helping readers apply the material to their personal and professional lives - with a thematic integration of the relational perspective and a focus on demonstrating its direct relevance to their own everyday communication. Steve Duck and David T. McMahan help readers develop a strong foundation in communication concepts, theory, and research, as well as practical communication skills such as listening, critical thinking, using technology to communicate, understanding nonverbal communication, creating persuasive strategies, and managing group conflict. The Second Edition also introduces readers to important emerging areas in communication studies, offering unique chapters on health communication and family communication. Ideal for the 21st-century, this book provides up-to-date insight into the communication topics central to everyday life.
Whiplash by
"The future," as the author William Gibson once noted, "is already here. It's just unevenly distributed." WHIPLASH is a postcard from that future. The world is more complex and volatile today than at any other time in our history. The tools of our modern existence are getting faster, cheaper, and smaller at an exponential rate, just as billions of strangers around the world are suddenly just one click or tweet or post away from each other. When these two revolutions joined, an explosive force was unleashed that is transforming every aspect of society, from business to culture and from the public sphere to our most private moments. Such periods of dramatic change have always produced winners and losers. The future will run on an entirely new operating system. It's a major upgrade, but it comes with a steep learning curve. The logic of a faster future oversets the received wisdom of the past, and the people who succeed will be the ones who learn to think differently. In WHIPLASH, Joi Ito and Jeff Howe distill that logic into nine organizing principles for navigating and surviving this tumultuous period. From strategically embracing risks rather than mitigating them (or preferring "risk over safety") to drawing inspiration and innovative ideas from your existing networks (or supporting "pull over push"), this dynamic blueprint can help you rethink your approach to all facets of your organization. Filled with incredible case studies and leading-edge research and philosophies from the MIT Media Lab and beyond, WHIPLASH will help you adapt and succeed in this unpredictable world.
The Attention Merchants by
From Tim Wu, author of the award-winning The Master Switch ( a New Yorker and Fortune Book of the Year) and who coined the term "net neutrality"--a revelatory, ambitious and urgent account of how the capture and re-sale of human attention became the defining industry of our time. Feeling attention challenged? Even assaulted? American business depends on it. In nearly every moment of our waking lives, we face a barrage of messaging, advertising enticements, branding, sponsored social media, and other efforts to harvest our attention. Few moments or spaces of our day remain uncultivated by the "attention merchants," contributing to the distracted, unfocused tenor of our times. Tim Wu argues that this condition is not simply the byproduct of recent technological innovations but the result of more than a century's growth and expansion in the industries that feed on human attention. From the pre-Madison Avenue birth of advertising to the explosion of the mobile web; from AOL and the invention of email to the attention monopolies of Google and Facebook; from Ed Sullivan to celebrity power brands like Oprah Winfrey, Kim Kardashian and Donald Trump, the basic business model of "attention merchants" has never changed: free diversion in exchange for a moment of your consideration, sold in turn to the highest-bidding advertiser. Wu describes the revolts that have risen against the relentless siege of our awareness, from the remote control to the creation of public broadcasting to Apple's ad-blocking OS. But he makes clear that attention merchants are always growing new heads, even as their means of getting inside our heads are changing our very nature--cognitive, social, political and otherwise--in ways unimaginable even a generation ago. "A startling and sweeping examination of the increasingly ubiquitous commercial effort to capture and commodify our attention...We've become the consumers, the producers, and the content. We are selling ourselves to ourselves." --Tom Vanderbilt, The New Republic "An erudite, energizing, outraging, funny and thorough history...A devastating critique of ad tech as it stands today, transforming "don't be evil" into the surveillance business model in just a few short years. It connects the dots between the sale of advertising inventory in schools to the bizarre ecosystem of trackers, analyzers and machine-learning models that allow the things you look at on the web to look back at you...This stuff is my daily beat, and I learned a lot from Attention Merchants." --Cory Doctorow, BoingBoing "Illuminating." --Jacob Weisberg, The New York Review of Books
Refiguring Mass Communication by
This unique inquiry into the history and ongoing moral significance of mass communication also represents a defense, extension, and overhaul of the idea and social form of the discipline. Organized around narrative accounts of individuals and their communicative worlds, Refiguring Mass Communication illuminates significant but overlooked rhetorical episodes in history to enable modern-day readers to rehabilitate and reinvigorate their own engagements with mass communication. Coined in the 1920s as a way to describe radio, motion pictures, wide-circulation magazines, and the press, the term "mass communication" frequently is misused in the era of cable TV, niche marketing, and the Internet. In Refiguring Mass Communication, Peter Simonson compares his own vision of mass communication with distinct views articulated throughout history by Paul of Tarsus, Walt Whitman, Charles Horton Cooley, David Sarnoff, and Robert K. Merton, utilizing a collection of texts and tenets from a variety of time periods and perspectives. Drawing on textual and archival research as well as access to Merton's personal papers, Simonson broadly reconceives a sense of communication theory and what social processes might be considered species of mass communication. Simonson reveals the geographical and social contexts from which these visions have emerged and the religious and moral horizons against which they have taken shape. In a unique perspective, he considers the American county fair as an example of a live gathering and crucial site that is overlooked in contemporary forms of mass communication, urging a reconsideration of how individuals participate in and shape similar forms.
The Handbook of Global Communication and Media Ethics by
This groundbreaking handbook provides a comprehensive picture of the ethical dimensions of communication in a global setting. Both theoretical and practical, this important volume will raise the ethical bar for both scholars and practitioners in the world of global communication and media. Selected by Choice as an Outstanding Academic Title for 2011 Brings together leading international scholars to consider ethical issues raised by globalization, the practice of journalism, popular culture, and media activities Examines important themes in communication ethics, including feminism, ideology, social responsibility, reporting, metanarratives, blasphemy, development, and "glocalism", among many others Contains case studies on reporting, censorship, responsibility, terrorism, disenfranchisement, and guilt throughout many countries and regions worldwide Contributions by Islamic scholars discuss various facets of that religion's engagement with the public sphere, and others who deal with some of the religious and cultural factors that bedevil efforts to understand our world
Workplace Communication for the 21st Century by
Written in clear, non-technical language, this book explains how employees and employers can maximize internal and external organizational communication—for both personal benefit and to the entity as a whole.
Philosophical Approaches to Communication by
A comprehensive introduction to the forms and various philosophical theories of communication, this volume is composed of three sections focusing on the production of culturally relevant communication, the interpretation of communicative messages, and the effects of communication on both speaker and listener. Each section draws on the work of key philosophers from Foucault to Derrida to Habermas and presents a detailed critical overview of the work in relation to the field of communication. Exhaustively researched, this book presents an up-to-date overview of thinking on communication theory in one inclusive volume."
The World News Prism by
Fully revised and updated, the eighth edition of The World News Prism analyzes the changing role of transnational news media in the 21st-century globalized world and its impact on rapidly changing news events. nbsp; Includes a new chapter dedicated to evolving traditional and new social media in Middle East Expands the discussion of news systems in developing nations, comparing media growth in India and Africa Explores the impact of digital media on traditional societies Features important updates on the decline of print media in the West and the challenges this poses to global reporting Surveys the latest developments in new media and forecasts future developments
That's the Way It Is by
When critics decry the current state of our public discourse, one reliably easy target is television news. It’s too dumbed-down, they say; it’s no longer news but entertainment, celebrity-obsessed and vapid. The critics may be right. But, as Charles L. Ponce de Leon explains in That’s the Way It Is, TV news has always walked a fine line between hard news and fluff. The familiar story of decline fails to acknowledge real changes in the media and Americans’ news-consuming habits, while also harking back to a golden age that, on closer examination, is revealed to be not so golden after all. Ponce de Leon traces the entire history of televised news, from the household names of the late 1940s and early ’50s, like Eric Sevareid, Edward R. Murrow, and Walter Cronkite, through the rise of cable, the political power of Fox News, and the satirical punch of Colbert and Stewart. He shows us an industry forever in transition, where newsmagazines and celebrity profiles vie with political news and serious investigations. The need for ratings success--and the lighter, human interest stories that can help bring it--Ponce de Leon makes clear, has always sat uneasily alongside a real desire to report hard news. Highlighting the contradictions and paradoxes at the heart of TV news, and telling a story rich in familiar figures and fascinating anecdotes, That’s the Way It Is will be the definitive account of how television has showed us our history as it happens.
Post-TV : piracy, cord-cutting, and the future of television by
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This Program Is Brought to You By ... by
Journalism, television, cable, and online media are all evolving rapidly. At the nexus of these volatile industries is a growing group of individuals and firms whose job it is to develop and maintain online distribution channels for television news programming. Their work, and the tensions surrounding it, provide a fulcrum from which to pry analytically at some of the largest shifts within our media landscape. Based on fieldwork and interviews with different teams and organizations within MSNBC, this multi-disciplinary work is unique in its focus on distribution, which is rapidly becoming as central as production, to media work.
ESPN by
Once a shoestring operation built on plywood sets and Australian rules football, ESPN has evolved into a media colossus. A genius for cross-promotion and its near-mystical rapport with its viewers empower the network to set agendas and create superstars, to curate sports history even as it mainstreams the latest cultural trends. Travis Vogan teams archival research and interviews with an all-star cast to pen the definitive account of how ESPN turned X's and O's into billions of $$$. Vogan's institutional and cultural history focuses on the network since 1998, the year it launched a high-motor effort to craft its brand and grow audiences across media platforms. As he shows, innovative properties like SportsCentury, ESPN The Magazine , and 30 for 30 built the network's cultural cach#65533;. This credibility, in turn, propelled ESPN's transformation into an entity that lapped its run-of-the-mill competitors and helped fulfill its self-proclaimed status as the "Worldwide Leader in Sports." Ambitious and long overdue, ESPN: The Making of a Sports Media Empire offers an inside look at how the network changed an industry and reshaped the very way we live as sports fans.
Television by
First introduced 35 years ago, the Opposing Viewpoints series has developed and set the standard for current-issue studies. With more than 90 volumes covering nearly every controversial contemporary topic, Opposing Viewpoints is the leading source for libraries and classrooms in need of current-issue materials. Each title explores a specific issue by placing expert opinions in a unique pro/con format. The viewpoints are selected from a wide range of highly respected and often hard-to-find sources and publications.
Television by
Each title in the highly acclaimed Opposing Viewpoints series explores a specific issue by placing expert opinions in a unique pro/con format; the viewpoints are selected from a wide range of highly respected and often hard-to-find publications.; ; "Each volume in the Opposing Viewpoints Series could serve as a model...not only providing access to a wide diversity of opinions, but also stimulating readers to do further research for group discussion and individual interest. Both shrill and moderate, th
American Television News by
This concise history of the news broadcasting industry will appeal to both students and general readers. Stretching from the "radio days" of the 1920s and 1930s and the early era of television after World War II through to the present, the book shows how commercial interests, regulatory matters, and financial considerations have long shaped the broadcasting business. The network dominance of the 1950s ushered in the new prominence of the "anchorman," a distinctly American development, and gave birth to the "golden age" of TV broadcasting, which featured hard-hitting news and documentaries epitomized by the reports by CBS's Edward R. Murrow. Financial pressures and advertising concerns in the 1960s led the networks to veer away from their commitment to serve the public interest, and "tabloid" television - celebrity, gossip-driven "soft news" - and news "magazines" became increasingly widespread. In the 1980s cable news further transformed broadcasting, igniting intense competition for viewers in the media marketplace. Focusing on both national and local news, this stimulating volume examines the evolution of broadcast journalism. It also considers how new electronic technologies will affect news delivery in the 21st century, and whether television news can still both serve the public interest and maintain an audience.
Television in the Age of Radio by
Television existed for a long time before it became commonplace in American homes. Even as cars, jazz, film, and radio heralded the modern age, television haunted the modern imagination. During the 1920s and 1930s, U.S. television was a topic of conversation and speculation. Was it technically feasible? Could it be commercially viable? What would it look like? How might it serve the public interest? And what was its place in the modern future? These questions were not just asked by the American public, but also posed by the people intimately involved in television's creation. Their answers may have been self-serving, but they were also statements of aspiration. Idealistic imaginations of the medium and its impact on social relations became a de facto plan for moving beyond film and radio into a new era. In Television in the Age of Radio, Philip W. Sewell offers a unique account of how television came to be--not just from technical innovations or institutional struggles, but from cultural concerns that were central to the rise of industrial modernity. This book provides sustained investigations of the values of early television amateurs and enthusiasts, the fervors and worries about competing technologies, and the ambitions for programming that together helped mold the medium. Sewell presents a major revision of the history of television, telling us about the nature of new media and how hopes for the future pull together diverse perspectives that shape technologies, industries, and audiences.
Relocating Television by
For over half a century, television has been the most central medium in Western democracies - the political, social and cultural centrepiece of the public sphere. Television has therefore rarely been studied in isolation from its socio-cultural and political context; there is always something important at stake when the forms and functions of television are on the agenda. The digitisation of television concerns the production, contents, distribution and reception of the medium, but also its position in the overall, largely digitised media system and public sphere where the internet plays a decisive role. The articles in this comprehensive collection are written by some of the world's most prominent scholars in the field of media, communication and cultural studies, including critical film and television studies. Relocating Television offers readers an insight into studying television alongside the internet, participatory media and other technocultural phenomena such as DVDs, user-generated content and everyday digital media production. It also focuses on more specific programmes and phenomena, including The Wire, MSN, amateur footage in TV news, Bollywoodization of TV news, YouTube, fan sites tied to e.g. Grey's Anatomy and X Factor. Relocating Television will be highly beneficial to both students and academics across a wide range of undergraduate and postgraduate courses including media, communication and cultural studies, and television and film studies.
Sound Business by
American newspapers have faced competition from new media for over ninety years. Today digital media challenge the printed word. In the 1920s, broadcast radio was the threatening upstart. At the time, newspaper publishers of all sizes turned threat into opportunity by establishing their own stations. Many, such as the Chicago Tribune's WGN, are still in operation. By 1940 newspapers owned 30 percent of America's radio stations. This new type of enterprise, the multimedia corporation, troubled those who feared its power to control the flow of news and information. In Sound Business, historian Michael Stamm traces how these corporations and their critics reshaped the ways Americans received the news. Stamm is attuned to a neglected aspect of U.S. media history: the role newspaper owners played in communications from the dawn of radio to the rise of television. Drawing on a wide array of primary sources, he recounts the controversies surrounding joint newspaper and radio operations. These companies capitalized on synergies between print and broadcast production. As their advertising revenue grew, so did concern over their concentrated influence. Federal policymakers, especially during the New Deal, responded to widespread concerns about the consequences of media consolidation by seeking to limit and even ban cross ownership. The debates between corporations, policymakers, and critics over how to regulate these new kinds of media businesses ultimately structured the channels of information distribution in the United States and determined who would control the institutions undergirding American society and politics. Sound Business is a timely examination of the connections between media ownership, content, and distribution, one that both expands our understanding of mid-twentieth-century America and offers lessons for the digital age.
Persuasive Business Proposals by
"With over 40,000 copies sold, the first edition of Persuasive Business Proposalshelped many readers construct dynamic, effective proposals. Now in paperback, this fully-revised second edition still gives readers simple, effective techniques for organizing, writing, and delivering proposals while updating the author’s winning strategies for today’s global business environment. By cutting through the confusion, and providing dozens of real-world examples, this updated version provides step-by-step instructions for crafting value-centered, recipient-specific proposal packages, with all-new discussions on: * How to increase business using new communication channels from e-mail and electronic submissions to PDF, HTML, and others * The Seven Worst Proposal Mistakes illustrated with real-world examples This is an essential book for anyone seeking to win contracts and sell projects."
Writing for a Good Cause by
Filled with tips and survival skills from writers and fund-raising officers at nonprofits of all sizes, Writing for a Good Cause is the first book to explain how to use words well to win your cause the money it needs. Whether you work for a storefront social action agency or a leading university, the authors' knowledgeable, practical advice will help you: Write the perfect proposal -- from the initial research and interviews to the final product Draft, revise, and polish a "beguiling, exciting, can't-put-it-down and surely can't-turn-it-down" request for funds Create case statements and other big money materials -- also write, design, and print newsletters, and use the World Wide Web effectively Survive last-minute proposals and other crises -- with the Down-and-Dirty Proposal Kit! Writing for a Good Cause provides everything fund raisers, volunteers, staff writers, freelancers, and program directors need to know to win funds from individual, foundation, and corporate donors.
Written Communications That Inform and Influence by
This guide will help managers fine-tune their written communication skills and learn to manage time constraints and still get theirs ideas across.Topics include communication styles, finding the right tone for your messages, and understanding the rules.Some of the articles included are: "Writing Well When the Time Is Tight," "Communication as a Change Tool," and "When One Style Does Not Fit All"
The Structure of Argument by
PACKAGE THIS TITLE WITH OUR 2016 MLA SUPPLEMENT, Documenting Sources in MLA Style (package ISBN-13: 9781319084776). Get the most recent updates on MLA citation in a convenient, 40-page resource based on The MLA Handbook, 8th Edition, with plenty of models. Browse our catalog or contact your representative for a full listing of updated titles and packages, or to request a custom ISBN. The Structure of Argument covers critical thinking, reading, writing, and research. Concise but thorough, it includes questions, exercises, writing assignments, and a full semester’s worth of readings—everything students need in an affordable, compact format. Presenting Aristotelian and Rogerian as well as Toulmin argument, The Structure of Argument has been totally revised, with more than three-quarters of the readings new (including many multimodal selections available online at no extra charge), new coverage of multimodal argument, expanded treatment of key rhetorical concepts, a fresh new design, and additional support for research. Its emphasis on Toulmin argument makes Structure highly teachable, since the approach fits with the goals of the composition course. An e-book is available at half the price of the print book. Our newest set of online materials, LaunchPad Solo, provides all the key tools and course-specific content that you need to teach your class. Get all our great course-specific materials in one fully customizable space onli≠ then assign and mix our resources with yours. To package LaunchPad Solo free with The Structure of Argument, Eighth Edition, use 978-1-319-01077-5.
Business Writing by
First published by Griffin in 1994, Wilma Davidson's clear, practical guide to business writing has established itself as a steady seller and an excellent primer for anyone who writes on the job. Newly revised to cover e-mail, texts, and the latest word social media technology, the book uses examples, charts, cartoons, and anecdotes to illustrate what makes memos, business letters, reports, selling copy, and other types of business writing work.
Write Like a Pro by
For those looking to become great business writers, this practical guide supplies clear instruction and examples of how to organize thoughts into written form, impart information with pinpoint accuracy, persuade, and hold the reader's interest: in short, to use language to get what you want. * Presents a clear, no-nonsense guide to excellent writing using easily grasped tricks and techniques employed by top writers * Encapsulates these key writing methodologies in ten basic techniques, each broken down into ten actionable steps * Provides an immediate "take-away" and valuable, practical advice for becoming a better writer in each paragraph * Describes and demonstrates the steps in a way that is memorable and even enjoyable to learn
Writing Online by
[PRINT] "Contrary to the old adage about finding new names for old things, Writing Online: Rhetoric for the Digital Age gives new life and new meaning to old names. The book and its companion website transform ancient rhetoric as a process of oral compositioninvention, arrangement, memory, style, and deliveryinto a digital rhetoric, a dynamic process of writing for the World Wide Web: dynamic because it shows not only how to write in a Web-based medium but, more importantly, how to learn and adapt to a medium that is constantly evolving and changing. Unlike conventional books that provide specific solutions to specific problems, Writing Online reenacts the process of solving Web-based writing problems, explaining everything from how to create a simple web page to how to develop a sophisticated content management system and everything in between: HTML, HTML5, CSS, JavaScript, PHP, and much more. As a digital rhetoric, moreover, Writing Online recreates the ancient processes of oral composition for a digital era. Digital invention becomes a push-pull process of transmitting information via searches, alerts, news aggregators, and read-write algorithms. Digital arrangement becomes a question-and-answer process inviting multiple responses via intuitive navigation systems and dynamic patterns of organization. Digital memory transforms the ancient memory palace into a dynamic, programmable content management system. Digital style provides computer-based tools to enhance writers' word choice, argumentative structures, and feedback. Digital delivery resituates speakers and writers in onscreen environments that balance functionality and aesthetics for optimum responsiveness and usability." James P. Zappen, Professor, Department of Communication and Media, Rensselaer Polytechnic Institute
Successful College Writing by
Kathleen T. McWhorter’s unique visual approach, with support for both reading and writing, helps students at any level of preparedness become successful college writers. The sixth edition of Successful College Writing builds on its beloved, proven visual tools, such as graphic organizers, flowcharts, and new graphic Guided Writing Assignments, with engaging professional, multimedia, and student readings in the most commonly assigned rhetorical modes. In response to instructor and student feedback, the new edition has been thoughtfully streamlined and redesigned.The new edition is enhanced by LaunchPad for Successful College Writing, an online course space of pre-built units featuring adaptive LearningCurve activities that help students hone their understanding of reading and writing. To package LaunchPad free with Successful College Writing, use ISBN 978-1-319-01199-3. See what's in the LaunchPad
The St. Martin's Handbook by
PACKAGE THIS TITLE WITH OUR 2016 MLA SUPPLEMENT, Documenting Sources in MLA Style (package ISBN-13: 9781319087326). Get the most recent updates on MLA citation in a convenient, 40-page resource based on The MLA Handbook, 8th Edition, with plenty of models. Browse our catalog or contact your representative for a full listing of updated titles and packages, or to request a custom ISBN. Andrea Lunsford’s comprehensive advice in The St. Martin’s Handbook, Eighth Edition, supports students as they move from informal, social writing to both effective academic writing and to writing that can change the world. Based on Andrea’s groundbreaking research on the literacy revolution, this teachable handbook shows students how to reflect on the writing skills they already have and put them to use both in traditional academic work and in multimodal projects like blog posts, websites, and presentations. Integrated advice on U.S. academic genres and language follows best practices for helping students from both international and native-speaker backgrounds improve their understanding of academic English. Throughout The St. Martin’s Handbook, Andrea Lunsford encourages all of today’s students to learn everything they need to communicate effectively with the diverse people sharing their classrooms, workspaces, and civic lives.
A Social Strategy by
Almost no one had heard of social media a decade ago, but today websites such as Facebook, Twitter, and LinkedIn have more than 1 billion users and account for almost 25 percent of Internet use. Practically overnight, social media seems indispensable to our lives--from friendship and dating to news and business. What makes social media so different from traditional media? Answering that question is the key to making social media work for any business, argues Miko'aj Piskorski, one of the world’s leading experts on the business of social media. In A Social Strategy, he provides the most convincing answer yet, one backed by original research, data, and case studies from companies such as Nike and American Express. Drawing on his analysis of proprietary data from social media sites, Piskorski argues that the secret of successful ones is that they allow people to fulfill social needs that either can’t be met offline or can be met only at much greater cost. This insight provides the key to how companies can leverage social platforms to create a sustainable competitive advantage. Companies need to help people interact with each other before they will promote products to their friends or help companies in other ways. Done right, a company’s social media should benefit customers and the firm. Piskorski calls this "a social strategy," and he describes how companies such as Yelp and Zynga have done it. Groundbreaking and important, A Social Strategy provides not only a story- and data-driven explanation for the explosion of social media but also an invaluable, concrete road map for any company that wants to tap the marketing potential of this remarkable phenomenon.
Lead with a Story by
Storytelling has come of age in the business world. Today, many of the most successful companies use storytelling as a leadership tool. At Nike, all senior executives are designated “corporate storytellers.” 3M banned bullet points years ago and replaced them with a process of writing “strategic narratives.” Procter & Gamble hired Hollywood directors to teach its executives storytelling techniques. Some forward-thinking business schools have even added storytelling courses to their management curriculum. The reason for this is simple: Stories have the ability to engage an audience the way logic and bullet points alone never could. Whether you are trying to communicate a vision, sell an idea, or inspire commitment, storytelling is a powerful business tool that can mean the difference between mediocre results and phenomenal success. Lead with a Storycontains both ready-to-use stories and how-to guidance for readers looking to craft their own. Designed for a wide variety of business challenges, the book shows how narrative can help: • Define culture and values • Engender creativity and innovation • Foster collaboration and build relationships • Provide coaching and feedback • Lead change • And more Whether in a speech or a memo, communicated to one person or a thousand, storytelling is an essential skill for success. Complete with examples from companies like Kellogg's, Merrill-Lynch, Procter & Gamble, National Car Rental, Wal-Mart, Pizza Hut, and more, this practical resource gives readers the guidance they need to deliver stories to stunning effect.
Blog Rules by
"From the millions of people with a conviction or cause they're eager to share with like-minded readers, to the thousands of corporations looking for a more effective and reliable way to build trust-based relationships with their customers, it's no wonder that an astonishing 80,000 new web logs -- -- or ""blogs"" -- are appearing daily. Unfortunately, this includes employees who might reveal confidential company information, and even official corporate blogs that could potentially misrepresent company finances. Everyone, it seems, is blogging, and any organization that fails to take advantage of this exciting new platform, while also protecting itself from legal liabilities as well as critical or defamatory remarks, is sure to suffer the consequences. Blog Rules is a best-practices guide to establishing the blog-related policies and procedures your business needs. You'll learn how to: * Legally and ethically regulate employees' personal blogs that mention the company * Protect trade secrets and other proprietary information * Manage the legal and business exposure associated with corporate blogs * Respond swiftly and effectively to blog assaults against the company -- and much more. The book helps you control your message and your brand, showing you how to train and familiarize your people with the rules you've established, and how to protect your reputation from both internal and external sources. Featuring secrets, strategies, and success stories from real-life companies, including IBM and Stonyfield Farms, Blog Rules is the one guide you need to ensure that your organization is helped and not hindered by this revolutionary tool."
Social Networking for Business by
The First Best-Practice Guide to Executing Any Type of Social Computing Project Organizations today arent just participating in social networking, collaborative computing, and online communities--they are depending on those communities to play crucially important roles in their business. But these collaborative environments don't just manage themselves: To succeed, they must be guided and nurtured carefully, actively, and intelligently. InSocial Networking for Business, Rawn Shah brings together patterns and best practices drawn from his extensive experience managing worldwide online communities at IBM and participating in social networking on the Internet. Drawing on multiple real-world examples, Shah identifies key success factors associated with launching social networking projects to meet business objectives and guides you through managing the crucial ;micro-challenges ; you'll face in keeping them vibrant. " From mega-trends to micro-issues Mastering both high-level strategy and day-to-day, ground-level management " Defining the social experience you want to provide to your community Clarifying how members can join together and collaborate on collective tasks " Focusing on the crucial human factors Building a culture of engagement in deeper collaborative relationships " Promoting effective leadership and governance Setting ground rules that work appropriately for the situation, without oppression " Building the skills to manage and measure your collaborative project Discovering the skills necessary to effectively lead computing projects.
Accounts, Excuses, and Apologies by
Updated with a timely literature review and new case studies from sports, international politics, and third party image repair.
The Content Trap by
[PRINT] "As Bharat Anand shows in this eminently readable book, connections are now more important than content."--Daniel H. Pink, author of Drive and To Sell Is Human Harvard Business School Professor of Strategy Bharat Anand presents an incisive new approach to digital transformation that favors fostering connectivity over focusing exclusively on content. Companies everywhere face two major challenges today: getting noticed and getting paid. To confront these obstacles, Bharat Anand examines a range of businesses around the world, from The New York Times to The Economist, from Chinese Internet giant Tencent to Scandinavian digital trailblazer Schibsted, and from talent management to the future of education. Drawing on these stories and on the latest research in economics, strategy, and marketing, this refreshingly engaging book reveals important lessons, smashes celebrated myths, and reorients strategy. Success for flourishing companies comes not from making the best content but from recognizing how content enables customers' connectivity; it comes not from protecting the value of content at all costs but from unearthing related opportunities close by; and it comes not from mimicking competitors' best practices but from seeing choices as part of a connected whole. Digital change means that everyone today can reach and interact with others directly: We are all in the content business. But that comes with risks that Bharat Anand teaches us how to recognize and navigate. Filled with conversations with key players and in-depth dispatches from the front lines of digital change, The Content Trap is an essential new playbook for navigating the turbulent waters in which we find ourselves. Praise for The Content Trap "The Content Trap is a book filled with stories of businesses, from music companies to magazine publishers, that missed connections and could never escape the narrow views that had brought them past success. But it is also filled with stories of those who made strategic choices to strengthen the links between content and returns in their new master plans. . . . The book is a call to clear thinking and reassessing why things are the way they are."--The Wall Street Journal "This book is a clarion call for creativity and imagination in strategy development. I measure the success of a business book by my desire to share it with colleagues. After reading The Content Trap, I want all of my former colleagues at The New York Times to read it."--Martin Nisenholtz, former CEO, New York Times Digital; Professor of the Practice of Digital Communication, Boston University "Bharat Anand thinks both globally and functionally: our group and I have learnt a lot from him over the years. He has provoked us to shape ideas in new ways. That is what you will experience when you read The Content Trap."--Koos Bekker, chair of Naspers, global internet group "In my professional life I have seen audiences' relationship with movies, television programming and music be radically transformed by the digital revolution. Bharat Anand's book is invaluable in its analysis of how this change has affected the media space and in particular how consumers relate to the content that we are creating."--Michael Lynton, chairman and CEO, Sony Pictures Entertainment "A very smart book--creators, ignore this at your peril. This revolution has been twenty years in the making, and Bharat Anand makes the past (and the future) a lot more clear."--Seth Godin, New York Times bestselling author of Meatball Sundae and Linchpin
Social Media by
Updated to reflect the latest technological innovations--and challenges--the second edition of Social Media: How to Engage, Share, and Connect will help readers understand and successfully use today's social media tools. Luttrell's text offers: - a thorough history of social media and pioneers of the field; - chapters on specific subjects such as photo-sharing, video, crisis communication, ethics, and "sticky social," among others; - discussions on appropriate use of social media in public relations, where the profession stands today and where it is headed in the future; and - real-world examples of successful social media campaigns. This book will become your go-to reference guide for all things social media-related as it applies to public relations and the everyday duties of PR professionals.
Virtue in Media by
This work establishes a contemporary profile of virtue in professional media practice. Author Patrick Lee Plaisance examines the experiences, perspectives, moral stances, and demographic data of two dozen professional exemplars in journalism and public relations. Plaisance conducted extensive personal "life story" interviews and collected survey data to assess the exemplars' personality traits, ethical ideologies, moral reasoning skills and perceived workplace climate. The chosen professionals span the geographic United States, and include Pulitzer Prize winners and trendsetting PR corporate executives, ranging from rising stars to established veterans. Their thoughts, opinions, and experiences provide readers with an insider's perspective on the thought process of decision makers in media. The unique observations in this volume will be stimulating reading for practitioners, researchers, and students in journalism and public relations. Virtue in Media establishes a key benchmark, and sets an agenda for future research into the moral psychology of media professionals.
The Handbook of Technical Writing by
Now in its tenth edition, this classic book remains the complete technical-writing reference for students and professionals alike. Alphabetically organized and easy-to-use, its nearly 400 entries provide guidance for writing all the most common types of professional documents and correspondence, including reports, proposals, manuals, memos, and white papers. Abundant real-world sample documents and visuals throughout the book demonstrate effective technical communication, reflecting current practices for formatting documents and using email. In addition, advice for organizing, researching, writing, and revising complements thorough treatment of grammar, usage, style, and punctuation to provide comprehensive help with writing skills. This edition has been thoroughly revised to include updated advice for analyzing the context of different writing situations, using and integrating visuals, and dealing with ethical concerns in technical writing. Expanded coverage of the latest types of writing for the Web discusses FAQs and blogs as forms of collaborative writing and business promotion. New Digital Tips focus on using technology to assist with writing tasks, such as using wikis for collaborative documents. Entries throughout the book have been revised, updated, consolidated, and streamlined to provide the most accurate and accessible information. Comprehensive yet concise, theHandbook of Technical Writingremains the quick reference faithful users have come to appreciate.
The Insider's Guide to Technical Writing by
Every complex product needs to be explained to its users, and technical writers, also known as technical communicators, are the ones who do that job. A growing field, technical writing requires multiple skills, including an understanding of technology, writing ability, and great people skills. Whether you're thinking of becoming a technical writer, just starting out, or you've been working for a while and feel the need to take your skills to the next level, "The Insider's Guide to Technical Writing" can help you be a successful technical writer and build a satisfying career. Inside the Book Is This Job for Me? What does it take to be a technical writer? Building the Foundation: What skills and tools do you need to get started? The Best Laid Plans: How do you create a schedule that won't make you go crazy? How do you manage different development processes, including Agile methodologies? On the Job: What does it take to walk into a job and be productive right away? The Tech Writer's Toolkit: How do you create style guides, indexes, templates and layouts? How do you manage localization and translation and all the other non-writing parts of the job? I Love My Job: How do you handle the ups and downs of being a technical writer? Appendixes: References to websites, books, and other resources to keep you learning. "The Insider's Guide to Technical Writing" builds on Van Laan's previous book, "The Complete Idiot's Guide to Technical Writing, " but is significantly rewritten, extended, and brought up to date. About the Author Krista Van Laan has worked in, managed, and built from the ground up multi-level Technical Publications and User Experience departments in telecommunications, consumer software and hardware, enterprise software and services, and Internet companies, both in the United States and internationally. She is co-author of "The Complete Idiot's Guide to Technical Writing." Krista is currently the Director of User Experience at a Silicon Valley enterprise.
Technical Writing Process by
Introduction -- The technical writing process -- Plan -- Structure -- Write -- Review -- Publish -- Conclusion -- Appendix A : templates.
Writing Online by
[PRINT] "Contrary to the old adage about finding new names for old things, Writing Online: Rhetoric for the Digital Age gives new life and new meaning to old names. The book and its companion website transform ancient rhetoric as a process of oral compositioninvention, arrangement, memory, style, and deliveryinto a digital rhetoric, a dynamic process of writing for the World Wide Web: dynamic because it shows not only how to write in a Web-based medium but, more importantly, how to learn and adapt to a medium that is constantly evolving and changing. Unlike conventional books that provide specific solutions to specific problems, Writing Online reenacts the process of solving Web-based writing problems, explaining everything from how to create a simple web page to how to develop a sophisticated content management system and everything in between: HTML, HTML5, CSS, JavaScript, PHP, and much more. As a digital rhetoric, moreover, Writing Online recreates the ancient processes of oral composition for a digital era. Digital invention becomes a push-pull process of transmitting information via searches, alerts, news aggregators, and read-write algorithms. Digital arrangement becomes a question-and-answer process inviting multiple responses via intuitive navigation systems and dynamic patterns of organization. Digital memory transforms the ancient memory palace into a dynamic, programmable content management system. Digital style provides computer-based tools to enhance writers' word choice, argumentative structures, and feedback. Digital delivery resituates speakers and writers in onscreen environments that balance functionality and aesthetics for optimum responsiveness and usability." James P. Zappen, Professor, Department of Communication and Media, Rensselaer Polytechnic Institute
Technical Communication by
(PRINT) Thousands of students have successfully improved their writing and design skills using Anderson's TECHNICAL COMMUNICATION: A READER-CENTERED APPROACH. Known for its treatment of the rhetorical situation and coverage of usefulness and persuasion, this edition renews the focus on the reader-centered approach and includes new learning outcomes at the start of each chapter to help students gain more from their reading.
Multimedia Foundations by
Understand the core concepts and skills of multimedia production and digital storytelling using text, graphics, photographs, sound, motion, and video. Then, put it all together using the skills that you have developed for effective project planning, collaboration, visual communication, and graphic design. Presented in full color with hundreds of vibrant illustrations, Multimedia Foundationstrains you in the principles and skill sets common to all forms of digital media production, enabling you to create successful, engaging content, no matter what tools you are using. Companion website features a wealth of web resources, illustrations, and video tutorials demonstrating the key techniques presented in the book.
Media Convergence by
This book focuses on how everyday media such as Facebook, iTunes andnbsp;Google can be understood in new ways for thenbsp;21st centurynbsp;through ideas of convergence.nbsp;Key chapters explore the development of the internet, the rise of social media and the new opportunities for audiences to create, collaborate upon and share their own media.
Media, Society, World by
Media are fundamental to our sense of living in a social world. Since the beginning of modernity, media have transformed the scale on which we act as social beings. And now in the era of digital media, media themselves are being transformed as platforms, content, and producers multiply. <br /><br />Yet the implications of social theory for understanding media and of media for rethinking social theory have been neglected; never before has it been more important to understand those implications. This book takes on this challenge.<br /><br />Drawing on Couldry′s fifteen years of work on media and social theory, this book explores how questions of power and ritual, capital and social order, and the conduct of political struggle, professional competition, and everyday life, are all transformed by today′s complex combinations of traditional and ′new′ media. In the concluding chapters Couldry develops a framework for global comparative research into media and for thinking collectively about the ethics and justice of our lives with media. The result is a book that is both a major intervention in the field and required reading for all students of media and sociology.
Digital Media Primer by
Digital Media Primer is designed for students from all disciplines interested in learning the foundational concepts and basic techniques in digital media production. The Second edition has been expanded so that while readers learn the concepts and techniques of digital media production, they will also learn basic computer programming skills. The Primer is not tied to a specific application program like Flash or Photoshop; instead, the author introduces tools and techniques using a task-based approach and provides the rationale for the techniques. This way, the skills readers learn are transferable to whatever tool they end up using or have access to. For readers that do not know how to navigate certain tools, Wong provides brief Application tutorials as supplemental material.
Policy and Marketing Strategies for Digital Media by
With digital media becoming ever more prevalent, it is essential to study policy and marketing strategies tailored to this new development. In this volume, contributors examine government policy for a range of media, including digital television, IPTV, mobile TV, and OTT TV. They also address marketing strategies that can harness the unique nature of digital media's innovation, production design, and accessibility. They draw on case studies in Asia, North America, and Europe to offer best practices for both policy and marketing strategies.
The Johns Hopkins Guide to Digital Media by
The study of what is collectively labeled "New Media"—the cultural and artistic practices made possible by digital technology—has become one of the most vibrant areas of scholarly activity and is rapidly turning into an established academic field, with many universities now offering it as a major. The Johns Hopkins Guide to Digital Media is the first comprehensive reference work to which teachers, students, and the curious can quickly turn for reliable information on the key terms and concepts of the field. The contributors present entries on nearly 150 ideas, genres, and theoretical concepts that have allowed digital media to produce some of the most innovative intellectual, artistic, and social practices of our time. The result is an easy-to-consult reference for digital media scholars or anyone wishing to become familiar with this fast-developing field.
Digital Media by
Digital media has exploded over the past quarter century, and in particular the past decade. As varieties of digital media multiply, scholars are beginning to examine its origins, organization, and preservation, which present new challenges compared to traditional media. To examine issues from multiple perspectives, experts were invited to an invitation-only workshop on digital media. The participants were carefully chosen to represent a variety of backgrounds and perspectives, ranging from humanities and fine arts to communication theory. The papers collected here are the results of that workshop. Digital Media: Technological and Social Challenges of the Interactive World is organized in four parts, each representing a different perspective on digital media: preservation, humanities, organizational, and historical. The section on preservation considers the problems of archiving digital media for long-term preservation; the humanities section offers a human-centered view of digital media, focusing on the interaction between technological changes and cultural practices; the section dealing with organization goes beyond the study of digital artifacts in isolation to consider the context, collection, and arrangement of objects; and the historical section examines how our perspectives on digital media have changed over time, looking at how issues such as the digital divide and digital production have changed as technology has changed. The wealth of varied perspectives in Digital Media provides new light on this topic, beyond the media studies viewpoint that is the most common way of engaging these topics. This collection will be a valuable addition for students and faculty in information studies, communication studies, rhetoric, new media, and more.
Digital Sense by
Compete in the digital world with pragmatic strategies for success Digital Sense provides a complete playbook for organizations seeking a more engaged customer experience strategy. By reorganizing sales and marketing to compete in today's digital-first, omni-channel environment, you gain newfound talent and knowledge from the resources already at hand. This book provides two pragmatic frameworks for implementing and customizing a new marketing operating system at any size organization, with step-by-step roadmaps for optimizing your customer experience to gain a competitive advantage. The Experience Marketing Framework and the Social Business Strategy Framework break down proven methods for exceeding the expectations customers form throughout the entirety of the buying journey. Customizable for any industry, sector, or scale, these frameworks can help your organization leap to the front of the line. The evolution of marketing and sales demands a revolution in business strategy, but realizing the irrelevance of traditional methods doesn't necessarily mean knowing what comes next. This book shows you how to compete in today's market, with real-world frameworks for implementation. Optimize competitive advantage and customer experience Map strategy back to business objectives Engage customers with a pragmatic, proven marketing system Reorganize sales and marketing to fill talent and knowledge gaps Today's customer is savvy, with more options than ever before. It's critical to meet them where they are, and engagement is the cornerstone of any cohesive, effective strategy. The technological revolution has opened many doors for marketing and sales, but the key is knowing what lies behind each one'what works for your competitor may not be right for you. Digital Sense cuts through the crosstalk and confusion to give you a solid strategy for success.
Navigating New Media Networks by
Navigating New Media Networks examines the changes introduced into society through the increasing use of communication technology. The development of a networked society has allowed individuals to acquire the social resources and support needed to thrive in the modern world, but it has also placed great pressure on the individual to conduct the communication work needed to form and maintain relationships. McEwan explores this issue by delving into topics like identity, privacy, communication competence, online communities, online social support, mediated relational maintenance, and mobile communication. This work will be of interest to scholars of sociology, psychology, and communication
Irresistible by
"One of the most mesmerizing and important books I've read in quite some time. Alter brilliantly illuminates the new obsessions that are controlling our lives and offers the tools we need to rescue our businesses, our families, and our sanity." --Adam Grant, New York Times bestselling author of Originals and Give and Take Welcome to the age of behavioral addiction--an age in which half of the American population is addicted to at least one behavior. We obsess over our emails, Instagram likes, and Facebook feeds; we binge on TV episodes and YouTube videos; we work longer hours each year; and we spend an average of three hours each day using our smartphones. Half of us would rather suffer a broken bone than a broken phone, and Millennial kids spend so much time in front of screens that they struggle to interact with real, live humans. In this revolutionary book, Adam Alter, a professor of psychology and marketing at NYU, tracks the rise of behavioral addiction, and explains why so many of today's products are irresistible. Though these miraculous products melt the miles that separate people across the globe, their extraordinary and sometimes damaging magnetism is no accident. The companies that design these products tweak them over time until they become almost impossible to resist. By reverse engineering behavioral addiction, Alter explains how we can harness addictive products for the good--to improve how we communicate with each other, spend and save our money, and set boundaries between work and play--and how we can mitigate their most damaging effects on our well-being, and the health and happiness of our children. Adam Alter's previous book, Drunk Tank Pink: And Other Unexpected Forces that Shape How We Think, Feel, and Behave is available in paperback from Penguin.
How Are Digital Devices Impacting Society? by
Digital devices have changed how people communicate, obtain information, and go about countless other daily activities. Through objective discussion, numerous direct quotes, and full-color illustrations this title examines What Are the Origins of the Digital Device Controversies? How Are Digital Devices Impacting Privacy and Social Interaction? How Do Digital Devices Affect the Brain and Thought Processes? How Do Digital Devices Affect Physical and Mental Health? Do Digital Devices Promote Crime?
Superfandom by 
Advertising and Marketing by
Praise for the previous edition: "Solid, up-to-date addition..."—School Library Journal Careers in Focus: Advertising and Marketing, Second Edition covers 21 careers for students interested in persuing a career in this field. Job profiles include: Advertising account executives Advertising and marketing managers Art directors Buyers Composers Copywriters Demographers Graphic designers Illustrators Internet marketing and advertising consultants Media planners and buyers Media relations specialists Models Photo stylists Photographers Telemarketers and more.
Career Opportunities in Advertising and Public Relations by
The Bureau of Labor Statistics predicts that jobs in advertising and public relations will grow faster than the average in the years ahead. It is important that people entering this highly competitive field be well-informed before deciding on a major career path. Career Opportunities in Advertising and Public Relations, Fourth Edition profiles more than 80 jobs. Each entry provides detailed information on salary ranges, employment and advancement prospects, and job duties. All material has been updated to reflect changes in the industry, new trends, and current salary and employment information, and the appendixes have been completely updated and revised.
Careers in Sales and Marketing by
The American Revolution established the world¿s greatest democracy and led to the rise of the most powerful nation on Earth. Through thoughtful narrative supported by fully documented quotes this title begins with A Brief History of the American Revolution and then examines these questions: How Did the Actions by the King and Parliament Give Rise to the Revolution? How Did the Battles of Trenton and Princeton Change the Course of the Revolution? How Did Assistance from France Help the American Cause? How Did the American Revolution Spark Change Throughout the World?
Persuasive Types and Others Who Won't Take No for an Answer by
Put your power of persuasion to work! Do you consider yourself a good problem solver? Can you always see both sides of a dilemma? Are you the kind of person who enjoys leading a team? If you answered yes to any of these questions, you are a persuasive type--now all you need is an occupation that puts your unique talent to use. Careers for Persuasive Types & Others Who Won't Take No for an Answer provides all the information you need to get started on landing the job of your dreams, including inside information on everyday routines of selected jobs, working conditions within the field, and alternate sources to enhance your job search. Use the advice provided here and you'll: Decide which specific profession is best for you Make the right choices the first time around Begin your job search focused and confident Present yourself as a knowledgeable, serious job candidate You're a born leader! You can work as a: sales rep * fund-raiser * lawyer * teacher * ad exec * legislator * publicist * marketing professional
Careers in Communications and Media by
This title examines 22 branches or fields of study in communications and media such as: - Marketing - Journalism - Radio - Television - Broadcasting - Public Relations - International Relations - Labor Relations In addition, 22 corresponding occupational
The Career Guide for Creative and Unconventional People, Fourth Edition by
A practical career guide for creatively inclined job seekers of all ages, with tips and counsel on how to use your independent and innovative talents and passions to make money, express yourself, and find a job you love. This new edition of the popular guide for individuals seeking work that suits their unique skills has been completely revised and updated to reflect the freedom offered by the new work order, delve more deeply into freelancing as a career, explore social media as it relates to creative job searches, provide new success stories, and bring all salary information up to date. It also includes descriptions of more than 270 creative jobs, from the mainstream (architect, web designer) to the unexpected (crossword-puzzle maker, police sketch artist). With knowledgeable career guidance, real-life success stories, and eye-opening self-evaluation tools, the fourth edition of The Career Guide for Creative and Unconventional People helps unique individuals find work that supports and compliments their personalities and passions.