Media U: How the Need to Win Audiences Has Shaped Higher Education

$32.00

Most people think of colleges and universities as primarily educational institutions. But Media U, written by Mark Garrett Cooper, professor of film and media studies at the University of South Carolina, and John Marx, professor of English at the University of California, Davis, suggests that for a long time, they have been “media institutions”, focused on appealing to different audiences.

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Most people think of colleges and universities as primarily educational institutions. But Media U, written by Mark Garrett Cooper, professor of film and media studies at the University of South Carolina, and John Marx, professor of English at the University of California, Davis, suggests that for a long time, they have been “media institutions”, focused on appealing to different audiences. The book extends this view far beyond traditional public relations operations or even new media strategies, but says that the idea of colleges as media institutions is much more ingrained than people typically see.

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