Our society is shaped by our media - now more than at any time in history. They play a crucial role in culture, commerce and politics alike. The Ascent of Media is the first book to look at the new digital era in the context of all that has gone before, and to build on the past to describe the media landscape of the future. Roger Parry takes us on a journey from the earliest written story - the Legend of Gilgamesh etched on clay tablets - to the Gutenberg press, and from the theatres of Athens to satellite TV and the coming semantic web. Tracing 3000 years of history, he shows how today's media have been shaped by the interaction of politics, economics and technology. He explains why Britain has the public service BBC whilst America developed the private broadcasting networks ABC, CBS, FOX and NBC. He profiles the people and organizations that have created the media world and reveals the often surprising stories behind such ubiquitous items as the keyboard, telephone dial and tabloid. The book shows that issues of today such as a sensationalist press, piracy, monopoly, walled gardens and balancing advertising and subscription revenue have all happened before. Each upheaval in the media world - the development of moveable type printing in the 1450s; the telegraph network in the 1850s; radio broadcasting in the 1920s; and digital distribution in the 2000s - created huge fortunes, challenged authority and raised fundamental issues of copyright, privacy and censorship. Traditional media then adapt, evolve and go on to thrive in the face of competition. The convergence of the internet, mobile phones and tablet computers is now transforming our culture. Established media giants are struggling, while new firms like Google and Apple are thriving. The superabundance of media, with increasing amounts generated by consumers themselves, means that media professionals are becoming curators as much as creators of content. The Ascent of Media traces the story of media from clay tablets to tabloids to the tablet computer. It relates how we got where we are and, based on the experience of history, where we are likely to go next.

Media’s story from its earliest incarnation in the clay tablets of Gilgamesh up to the world of digital content

In a marketplace that demands perpetual upgrades, the survival of interactive play ultimately depends on the adroit management of negotiations between game producers and youthful consumers of this new medium. The authors suggest a model of expansion that encompasses technological innovation, game design, and marketing practices. Their case study of video gaming exposes fundamental tensions between the opposing forces of continuity and change in the information economy: between the play culture of gaming and the spectator culture of television, the dynamism of interactive media and the increasingly homogeneous mass-mediated cultural marketplace, and emerging flexible post-Fordist management strategies and the surviving techniques of mass-mediated marketing. Digital Play suggests a future not of democratizing wired capitalism but instead of continuing tensions between "access to" and "enclosure in" technological innovation, between inertia and diversity in popular culture markets, and between commodification and free play in the cultural industries. -- publisher description.

Media Perspectives for the 21st Century brings together key international scholars to explore concepts, topics and issues concerning the communication environment in contemporary democratic societies. It combines qualitative and quantitative approaches to provide an interdisciplinary and truly global perspective that reflects the trends, theories and issues in current media and communication research. The collection raises significant questions about the study of the media by challenging approaches to major media and societal issues, and analyses in more depth the range of concerns that shape both the present and the future media landscape and the issues these can create for communication. It also investigates the main effects of technological developments on the domain of the news media and journalism. Divided into two main sections, Part I provides accounts of the role of the media in society, and deals with agendas that affect the field of communications studies. Part II goes on to examine the world of new media and offers analyses on the developments of the 21st century. Chapters deal with various dimensions of media from a number of different perspectives and socio-political contexts, covering a wide range of topics including Social Networking, Political Communication, Public Journalism, Global Infotainment and Consumer Culture. Media Perspectives for the 21st Century will be highly useful to undergraduate and postgraduate students, as well as researchers and academics, in the fields of media and communication studies, mass communication, journalism and new media.

Covers four inter-related subject areas: news and journalism theories, practices, environments and technologies. Different genres of reporting are covered such as business, crime, environmental, fashion, lifestyle, investigative, science, sports and war journalism.