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The 21st Century Media (R)evolution

Emergent Communication Practices, Second Edition

Jim Macnamara

The emergence of what are called ‘new media’ and ‘social media’ is one of the most discussed topics in contemporary societies. Because media and public communication are mostly analyzed within particular theoretical frameworks and within specific disciplinary fields, polarized views have been created with cyberoptimists and celebrants on one side and cyberpessimists and skeptics on the other. Thus we lack an understanding of the interdependencies and convergence between disciplines and practices.
The second edition of this book expertly synthesizes competing theories and disciplinary viewpoints and examines the latest data, including international research from fast-growing markets such as China, to provide a comprehensive, holistic view of the twenty-first century media (r)evolution. Dr. Macnamara argues that the key changes are located in practices rather than technologies and that public communication practices are emergent in highly significant ways.
Engaging and accessible, this book is essential reading for scholars and professionals in media and communication and an invaluable text for courses in media studies, journalism, advertising, public relations and organisational and political communication.
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Contents

CONTENTS

Extract

Preface

Acknowledgements

Chapter 1. Introduction: Why and How We Should Re-Study Media

Chapter 2. The New Mediaspeak—Talking About and Understanding Media Today

Changing Media Terminology

What Is Web 2.0 and What Is All the Fuss About?

The Second Media Age

A Timeline of Key Web Developments: Web 1.0–Web 3.0

Chapter 3. Analyzing Today’s Mediascape—Philosophies, Theories and Debates

Major Traditions of Media Critique

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