The emergence of what are called 'new media' and 'social media' is one of the most discussed
topics in contemporary societies. Because media and public communication are mostly analyzed
within particular theoretical frameworks and within specific disciplinary fields polarized
views have been created with cyberoptimists and celebrants on one side and cyberpessimists and
skeptics on the other. Thus we lack an understanding of the interdependencies and convergence
between disciplines and practices. The second edition of this book expertly synthesizes
competing theories and disciplinary viewpoints and examines the latest data including
international research from fast-growing markets such as China to provide a comprehensive
holistic view of the twenty-first century media (r)evolution. Dr. Macnamara argues that the key
changes are located in practices rather than technologies and that public communication
practices are emergent in highly significant ways. Engaging and accessible this book is
essential reading for scholars and professionals in media and communication and an invaluable
text for courses in media studies journalism advertising public relations and organisational
and political communication.
