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The emergence of 'new media' and social media is widely discussed in contemporary society. However, media and public communication are mostly analyzed within particular theoretical frameworks and within specific disciplinary fields. Such approaches have created polarized views on media and communication, and fail to create an understanding of the interdependencies between these fields. This book expertly synthesizes competing theories and disciplinary viewpoints, integrates scholarly and cutting edge research, and examines international data from fast-growing markets including China, to provide a comprehensive, holistic view of the twenty-first century (r)evolution in media and public communication. The book identifies how the changes are located in practices rather than technologies and that these practices are emergent in highly significant ways. Engaging and accessible, the book is essential reading for media scholars and communication professionals, and a valuable text for courses in media studies, journalism, advertising, public relations, and organisational and political communication.

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The Author: Jim Macnamara is Professor of Public Communication at the University of Technology, Sydney. Prior to joining academia, he had a distinguished 30-year career in professional communication practice spanning journalism, public relations, advertising, and media research, and he is the author of 11 previous books on media and communication including Media and Male Identity: The Making and Remaking of Men ; How to Handle the Media ; and Jim Macnamara's Public Relations Handbook . After completing undergraduate and Masters degrees in journalism and media studies, he gained his Doctor of Philosophy from the University of Western Sydney.