ABSTRACT
Up to now, this book has focused on the uses of electronic media for communicating to the mass audience. You’ve learned about the origins of radio and the subsequent development of broadcast and cable television. You’ve read about how the Internet was created and how new communication technologies, such as satellite television and radio, have emerged. You’ve also found out how media systems and corporations operate and how programming is created and distributed. Finally, you’ve learned about the social and cultural changes brought about by the electronic media. All this information so far has been presented on a macro level and from a media perspective. But now, the book is going to turn its attention to how new communication technologies affect your life on a personal level. Traditional broadcast media are used primarily to communicate to a mass audience, but today, newer electronic devices and technologies allow for the personalization of messages.
