For as long as people have developed new technologies, there has been debate over the purposes, shape and potential for their use. In this collection, a range of contributors discuss the visions that have shaped new technologies and the cultural implications of technological adaptation.

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Product Description: Media, Audience, and Social Structure presents an integrated overview of current sociological research on mass media and society. Specific questions addressed include the media's role in various social processes; how and why media organizations operate as they do; the relationships between media and special audiences; how to conceptualize and measure media effects and their impact on public opinion; and how to analyze (both qualitatively and quantitatively) media content...read more