The Evolution of Media

A concise introduction to the evolution of communication media, past, present, and future, this book is unique in that it treats both mass media—radio, television, and print—and interpersonal media—telephony, computer communication, and new technologies. The first part of The Evolution of Media describes the history and development of media technology. The second and third parts of the book develop a taxonomy for media and compare their technological requirements, applications, and other significant elements. The fourth part presents a simple methodology to help predict the success of new media products and services, using sample analyses to illustrate the process. The Evolution of Media is a useful supplement for foundational courses in mass communication and communication history, as well as a primer for anyone interested in understanding the big picture of communication media.

Table of Contents:
Chapter 1 1 Introduction Part 2 Part I: Understanding Communication Media Chapter 3 2 The Written Word: From Printing to the Internet Chapter 4 3 The World of Audio Chapter 5 4 Still and Moving Images Part 6 Part II: Comparing Media Chapter 7 5 A Taxonomy of Communication Media Chapter 8 6 The Modality, Purpose, and Interactivity of Communication Chapter 9 7 Technology Chapter 10 8 Consumer Perspectives Chapter 11 9 Media Comparisons Chapter 12 10 Bandwidth Part 13 Part III: Analyzing Media Chapter 14 11 Services Chapter 15 12 Computer Communication Chapter 16 13 Content and Conduits Chapter 17 14 Enhancements Chapter 18 15 Convergence Chapter 19 16 Industry Structure Part 20 Part IV: Thinking Strategically Chapter 21 17 Five Factors for Shaping the Future Chapter 22 18 Historical Perspectives Chapter 23 19 Using the Five Factors Chapter 24 Appendix: Technology Tutorial Chapter 25 Bibliography

About the Author :
A. Michael Noll is emeritus professor of communications at the Annenberg School for Communication at the University of Southern California and director of technology research at the Columbia Institute for Tele-Information. He worked previously at Bell Labs, the White House, and AT&T and brings all his varied and extensive experience to this book.

Review :
No better brief treatment of the subject of communication media exists than what Noll offers in these pages. Noll, a highly regarded expert, provides a sure-footed guide to what the student or concerned citizen needs to know about the technical base and rapidly changing nature of today's media systems. His five-factor model captures the strategic dimensions that need to be considered in evaluations of business choices and regulatory regimes for communication media. The Evolution of Media demystifies the technology of communications—old and new. In his own clear style, avoiding hype and futurology, Michael Noll provides an understanding of the fundamental principles that are essential for all who study communication and media in the twenty-first century. Clearly, this stimulating and thought-provoking offering—though small in length—is large in scope. I concur with the author on its dual purposes, evident in the informative treatment of media past, present, and future. Rich descriptions and explanations, plus illustrations, augment an excellent contribution to this literature in terms of content, organization, and readability. Also has a very interesting appendix (tech tutorial). Indeed, an expert's view! Noll's book does nor lend itself well to comparisons becuse the focus is neither new media nor old but media evolution. As such, it is unique. Recommended. A path-breaking and enormously suggestive study of communication media written by someone who uniquely understands and explains both the technologies involved and their social, cultural, and economic implications.