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Table of Contents
How Communication Technologies Work
Chapter 1: Tuning In to Electronic Media
Chapter 2: Tuning into Radio
Chapter 3: Turning on the Television
Chapter 4: Exploring Cable, Satellite, and Other Delivery Systems
Chapter 5: Logging onto the Internet
Chapter 6: The Pitch about Programming
Chapter 7: All About Advertising
Chapter 8: Connecting Audience Measurement to Sales
Chapter 9: Buying into Electronic Media Business and Ownership
Chapter 10: Behind the Scenes of Station Operations, Promotions, and...
Chapter 11: Zooming into Corporate, Institutional, and Educational...
Chapter 12: Courting Regulation, Legal Issues, and Ethics
Chapter 13: The Influences and Effects of Mass Media
Chapter 14: New Technologies, New Uses, New Lifestyle
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