Includes bibliographical references, glossary and index. Baran, S. J. (2004). Introduction to mass communication : Media literacy and culture (3rd ed.). Boston : McGraw-Hill.

Part 1: Laying the groundwork -- Mass communication, culture,and mass media -- Media literacy and culture -- Part 2: Media, media industries, and media audiences -- Books -- Newspapers -- Magazines -- Film -- Radio and sound recording -- Television -- Cable and other multichannel services -- The internet and the world wide web: changing the paradigm -- Part 3: Supporting industries -- Public relations -- Advertising -- Part 4: Mass-media culture in the information age -- Theories and effects of mass communication -- Media freedom, regulation, and ethics -- Global media

This text emphasizes that media audiences can take more active roles as media consumers and have a deeper understanding of the influence the media has in shaping and reflecting culture.