Making media

About this book

"This volume addresses the development of media content and the various factors and constituencies that influence this content, such as advertisers, corporate interests, owners, and advocacy groups. Author John Fortunato examines the strategic decision-making of mass media organizations as they determine what they present to their audiences through broadcast, publication, or electronic access. He focuses on the internal and external influences on media content, laying out the various processes involved and opening up the topic for further consideration. Interviews with professionals in their respective fields provide a valuable practitioner perspective." "Making Media Content is intended for scholars and students in mass communication, media studies, journalism, broadcasting, and advertising. It will also be of interest to practitioners in media, public relations, and advertising."--BOOK JACKET.