Media

"We the Media, has become something of a bible for those who believe the online medium will change journalism for the better." -Financial Times

Big Media has lost its monopoly on the news, thanks to the Internet. Now that it's possible to publish in real time to a worldwide audience, a new breed of grassroots journalists are taking the news into their own hands. Armed with laptops, cell phones, and digital cameras, these readers-turned-reporters are transforming the news from a lecture into a conversation. In We the Media, nationally acclaimed newspaper columnist and blogger Dan Gillmor tells the story of this emerging phenomenon and sheds light on this deep shift in how we make--and consume--the news.

Gillmor shows how anyone can produce the news, using personal blogs, Internet chat groups, email, and a host of other tools. He sends a wake-up call tonewsmakers-politicians, business executives, celebrities-and the marketers and PR flacks who promote them. He explains how to successfully play by the rules of this new era and shift from "control" to "engagement." And he makes a strong case to his fell journalists that, in the face of a plethora of Internet-fueled news vehicles, they must change or become irrelevant.

Journalism in the 21st century will be fundamentally different from the Big Media oligarchy that prevails today. We the Media casts light on the future of journalism, and invites us all to be part of it.

Dan Gillmor is founder of Grassroots Media Inc., a project aimed at enabling grassroots journalism and expanding its reach. The company's first launch is Bayosphere.com, a site "of, by, and for the San Francisco Bay Area."

Dan Gillmor is the founder of the Center for Citizen Media, a project to enable and expand reach of grassroots media. From 1994-2004, Gillmor was a columnist at the San Jose Mercury News, Silicon Valley's daily newspaper, and wrote a weblog for SiliconValley.com. He joined the Mercury News after six years with the Detroit Free Press. Before that, he was with the Kansas City Times and several newspapers in Vermont. He has won or shared in several regional and national journalism awards. Before becoming a journalist he played music professionally for seven years.

"Denis McQuail's Mass Communication Theory is not just a seminal text in the study of media and society - it is a benchmark for understanding and appreciating the long and winding road people and their media have taken to get us here."
- Mark Deuze, Indiana University and Leiden University

"This is a unique work tested by time and generations of students around the world - North, South, East and West."
- Kaarle Nordenstreng, University of Tampere

"McQuail's Mass Communication Theory continues to be the clearest and best introduction to this sprawling field."
- Anders Hansen, University of Leicester

With over 125,000 copies sold, McQuail's Mass Communication Theory has been the benchmark for studying media and communication for more than 25 years. It remains the most authoritative and comprehensive introduction to the field and offers unmatched coverage of the research literature.

It covers everything a student needs to know of the diverse forms of mass communication today, including television, radio, newspapers, film, music, the internet and other forms of new media. Denis McQuail shows that more than ever, theories of mass communication matter for the broader understanding of society and culture.

Unmatched in coverage and used across the globe, this book includes:

Explorations of new media, globalization, work, economy, governance, policy, media audiences and effects New boxed case studies on key research publications, to familiarize students with the critical research texts in the field Definitions, examples, and illustrations throughout to bring abstract concepts to life.
McQuail's Mass Communication Theory is the indispensable resource no student of media and communication studies can afford to be without.
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