Student at University of Sialkot (USKT) Insta: @rehan_music

2. University of Sialkot, Pakistan
BOOK REVIEW BY: GROUP 2
Teacher’s Name: Miss Eman Course Title: Intro to Mass Communication
Date : 01/10/2021 Department: BS English 4th
Semester
Chapter No: 1 & 2
Reviewed By: Rehan (20203009-014)
This book is written by Ph.D. American and New England Studies, namely known as Peyton
Paxson, born in 1989 and present professor at Boston University. He has written many other
books regarding Mass Communication and Media Literacy. This book gives what is by all
accounts an intensive introduction and history of mass communication and media, as its title
recommends. It is a decent study text. For example in the 1st
chapter the book tells us about
different aspects of what mass communication is; source of information, entertainment and it
also explains the process of mass communication and the elements of this process.
Further, it gives a decent record of huge numbers of the fundamental chronicled messages on
print, radio, TV and so on, yet doesn't accomplish more than suggest them. Evaluates of specific
contentions seldom take up in excess of a section. These two chapters can be used by many
students to fulfil a general education requirement about mass communication and its history. It
not just defines mass communication but also tell us about the development and evolution of
mass communication and different technologies, devices that were used to share information
in the past. It is also a prerequisite for further in-depth studies in the field of mass
communication.
The book examines the cultural, linguistic and institutional factors that shape even the most
everyday talk or exchange of information. It also looks at the major mass media industries,
including books and newspapers, TV and radio, film, advertising, and the Internet. Through
readings and projects, the book introduces students to the history and evolution of the media.
The authors have given an overview of technology from 1450 to the present, the authors
demonstrated that old and new media have co-existed for centuries. Manuscripts and oral
traditions co-existed with print, print co-existed with radio and television, and radio and
television co-exist with the Internet.
These two chapters of the book also tells us about the careers that can be adopted in mass
communication, for example it can be journalism, local television news reporting, media
literacy educators also work in universities. These chapters are really informative for the
students because it gives a good and brief introduction about the history of media.

3. Understanding the past/history is very important if we want to learn from it and improve our
present and future. Learning the history of media will give us the information of how people
communicated with each other in the olden times. In this book we are provided with all the
information which helps us understand how the communication was done in the olden times.
Chapter No: 3
Reviewed By: Hira (20203009-020)
In this chapter, author tells us about Advertising. Basically advertising is promoting a company,
brand, product or a service through social media, television, radio, magazines, or even websites.
It plays an imperative role for both manufacturers and consumers. Advertising is important for
the business on the whole as it lets the business gain more customers, thereby increasing
business turnaround. Generally, businesses hire the services of an advertising agency to
promote their products and services. And it was very beneficial for business.
A brief History of Advertising Industry can be found, if you look up from this book then you
will likely see brand names, trademark, and logos for any number of branded product around
you. Branding is not old as you think. It is not common in 1500 to 1700 centuries. But it will
become common when American industrial revolution in mid-1800. Before this period,
through the newspaper. In the 17th century weekly newspapers in London began to carry
advertisements, and by the 18th century such advertising was flourishing. The first agencies
were, in essence, brokers for space in newspapers.
The first advert itself was broadcast in the US on July 1, 1941 over the New York station
WNBT – which is still going as WNBC, ‘channel four. ‘ The advert was for watchmaker
Bulova, and was shown before a baseball game between the Brooklyn Dodgers and
Philadelphia Phillies.so basically advertising play a very huge role in brand promoting. The
authors use comparative analysis across countries and time periods to assess the ideas of
scholars in this book. Advertising has three primary objectives to inform, to persuade, and to
remind. Informative Advertising creates awareness of brands, products, services, and ideas.
It announces new products and programs and can educate people about the advertisement so
now a days advertisement is more appropriate so we have many more ways for advertisement
for example: direct mail advertising, Television advertising ,Radio advertising , podcast
advertising ,Mobile advertising ,Social media advertising ,Paid search advertisement
Television advertising ,Radio advertising, podcast advertising ,Mobile advertising ,Paid search
etc. This would most likely be a helpful book for students. It's under theorized from an alumni
understudy viewpoint, notwithstanding. A fascinating course of events on the historical
backdrop of advertising.

4. Chapter No: 4
Reviewed By: Esha (20203009-009)
In this chapter author tells us about the history and invention of television. Philo Farnsworth,
in full Philo Taylor Farnsworth II, (born August 19, 1906, Beaver, Utah, U.S died March 11,
1971, Salt Lake City, Utah), American inventor who developed the first all-electronic
television system. The world’s first television stations first started appearing in America in the
late 1920s and early 1930s. The first mechanical TV station was called W3XK and was created
by Charles Francis Jenkins (one of the inventors of the mechanical television). That TV station
aired its first broadcast on July 2, 1928.
Television, sometimes shortened to TV or telly, is a telecommunication medium used for
transmitting moving images in monochrome (black and white), or in colour, and in two or three
dimensions and sound. The term can refer to a television set, a television show, or the medium
of television transmission. Television is a mass medium for advertising, entertainment, news,
and sports. Television became available in crude experimental forms in the late 1920s, but it
would still be several years before the new technology would be marketed to consumers. After
World War II, an improved form of black-and-white television broadcasting became popular
in the United Kingdom and United States, and television sets became commonplace in homes,
businesses, and institutions.
During the 1950s, television was the primary medium for influencing public opinion. In the
mid-1960s, colour broadcasting was introduced in the U.S. and most other developed countries.
Television signals were initially distributed only as terrestrial television using high-powered
radio-frequency television transmitters to broadcast the signal to individual television
receivers. Alternatively television signals are distributed by coaxial cable or optical fiber,
satellite systems and, since the 2000s via the Internet.
Chapter No: 5
Reviewed By: Anna (20203009-005)
In this chapter author tell us about the radio and music .communicators use several media to
transmit a message (a thought idea, opinion ,attitude ) to the readers listeners and or a viewers
these media film ,broadcasting are used differently by people for various purpose .each mass
medium has its own distinct nature and characteristics for example print medium(newspaper
magazines etc.) provide detailed information which can be kept for a longer period accessed
whenever needed and used by many persons at a convenient time .films can be watched and
enjoyed at once single placed (cinema hall) by many people in large or small groups or at
homes through television sets.
Broadcasting of radio and television can bring voice and pictures to a large number of listeners
and viewers from a long distance. Mass media refers to a diverse array of media technologies
that reach a large audience via mass communication broadcast media transmit information
electronically via media such as films ,radio ,recorded music or television .digital media

5. comprises both internet and mobile mass communication music is the lifeblood of radio
industry .it represent a vast majority of all content on AM ,FM radio .radio play an important
role of music industry in helping a new artists get discovered and established artists remain in
the limelight.
Chapter No: 6
Reviewed By: Zahra (20203009-015)
In this chapter author tells that the Print media includes those media of communication which
are controlled by space rather than time. It can be read at any available time and can be kept
for record. Following are the major print media of mass communication. In this chapter the two
most common print media are newspapers and magazines, but print media also include outdoor
billboards, transit posters, the yellow pages, and direct mail. In this chapter the popular print
media’ is a term that describes a wide variety of media formats that include newspapers,
magazines, billboards, and advertising flyers.
Our focus will be magazines and newspapers since the stories are the spice of every newspaper.
Between news of politics, crime, the economy and inevitable natural disasters stand features
about people, places and things, but even these are different enough to offer teachers a rich
variety of potential teaching resources. In this chapter author also describes the Disadvantages
of print media: and benefits of print media. This chapter provides information regarding
demerits of print media like: It’s not for a global audience, it requires multiple exposures,
requires a lot of planning, competition for attention is fierce, it is hard to target a specific
audience, higher costs; because it’s an expensive business and requires longer lead times.
The book also tells about the benefits of print media for example it has higher frequency of
viewing, control over appearance, it holds readers’ attention and encourages actions, it offers
more accurate targeting also the credibility increases readers’ loyalty. This was utilized in my
Set of experiences of Media class. It was an extremely simple perused and given a ton of
incredible data about the historical backdrop of different kinds of media from the print machine
to the web. The book under review offers such a reflection on the social history of these media
in the modern West, from the invention of printing (late 15th century) to recent developments
in our digital age.