Media from Chaos to Clarity and Back Again
Bloomsbury Academic (Verlag)
979-8-216-36737-6 (ISBN)
An essential guide to how today's media ecosystems work and why they matter.
Exploring the evolution of media from the analog to the digital world, this book applies established theory and time-tested frameworks such as the Five Global Truths and the 3Cs (Consumers, Content, and Channels) to help readers make sense of today’s turbulent media landscape. The digital media landscape is more complex than ever, with platforms becoming dominant gatekeepers, audience attention increasingly fragmenting, and business models under stress. Judy Ungar Franks unpacks these issues and challenges readers to consider whether the industry will regain clarity or fall into deeper chaos.
The third edition features new sections on the business of media and on future media transformations from individualized chaos to consolidated clarity. In a world where such clarity is fleeting, this book empowers readers to cut through the noise and anticipate what comes next.
Established theory comes alive with dynamic case studies and engaging discussion questions to fuel understanding for students in the classroom and media professionals worldwide.
Judy Ungar Franks is Professor at Medill School of Journalism, Media, Integrated Marketing Communications at Northwestern University, USA. She has earned awards for her courses in consumer insights and digital media strategy within the Integrated Marketing Communications (IMC) program. She is also an advocate for accessibility and Universal Design for Learning (UDL). Franks brings nearly four decades of experience to the research and practice of media strategy for integrated marketing communications. Franks spent twenty-three years in Chicago's top ad agencies—Leo Burnett, FCB, Havas (formerly TLK), Starcom and Energy BBDO where she rose to the executive ranks in both media management and communications planning. Judy contributed to business-building and award-winning media campaigns for renowned brands including P&G, Hallmark, Allstate, and LEGO. She also travelled the world as a faculty member of the Wrigley Global Marketing College. Franks serves as a course developer and facilitator for the American Association of Advertising Agencies (4A's) Learning Institute, where she shares her expertise in media and marketing essentials with agency talent at all levels.
Foreword, Charles Whitaker
Introduction
Part One: Media from Chaos to Clarity
Prelude: What to Expect in Part One
1. What is Media?
2. The Journey Through Media Time
3. The Five Global Truths
4. New Players in a New Land
5. The Rise of Platforms
6. Digital Media’s New Gold
7. The Struggle for Clarity Continues
Part Two: And Back, Again: Welcome to Chaos Once More
Prelude: What to Expect in Part Two
8. The Fundamentals of the Media Business
9. Media as a Means to a Different End
10. Mourning Mass Media
11. Marketers Become Frenemies
12. Marketplace Complexity
13. How Well is Media Serving its Only True Customer?
Part Three: Clarity on the Horizon?
Prelude: What to Expect in Part Three
14. Fixing Media’s Identity Crisis
15. Returning to the Essence of the Five Global Truths
16. Renewed Energy from the 3C’s
Epilogue: Only Time Will Tell
Acknowledgments
References
Glossary of Terms
Discussion Guide
Index
| Erscheinungsdatum | 05.01.2026 |
|---|---|
| Vorwort | Charles Whitaker |
| Zusatzinfo | 13 bw illus |
| Verlagsort | New York |
| Sprache | englisch |
| Maße | 152 x 229 mm |
| Themenwelt | Sozialwissenschaften ► Kommunikation / Medien ► Journalistik |
| Sozialwissenschaften ► Kommunikation / Medien ► Medienwissenschaft | |
| Wirtschaft | |
| ISBN-13 | 979-8-216-36737-6 / 9798216367376 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
| Haben Sie eine Frage zum Produkt? |
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