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9781538140017

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This book's writing style is excellent, the explanation of complex terms is easy to understand, and the topics covered are important and relevant to the audience.--Kyle Holody, Coastal Carolina University This text provides a new way of thinking about media effects that embraces what's new and unique about today's digital landscape while not ignoring everything we've learned from decades of research.--R. Glenn Cummins, Texas Tech University This updated text has taken a huge leap into the 2020s. I would highly recommend it.--Karrie Bowen, Penn State Behrend

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W. James Potter, professor at the University of California at Santa Barbara, holds one PhD in Communication Studies and another in Instructional Technology. He has been teaching media courses for more than two decades in the areas of effects on individuals and society, content narratives, structure and economics of media industries, advertising, and journalism. He has served as editor of the Journal of Broadcasting & Electronic Media and is the author of many journal articles and several dozen books, including: Media Effects; Media Literacy, 10th edition; The 11 Myths of Media Violence; Major Theories of Media Effects; Becoming a Strategic Thinker: Developing Skills for Success; and 7 Skills of Media Literacy.

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