Media U: How the Need to Win Audiences Has Shaped Higher Education (Paperback)
  • Media U: How the Need to Win Audiences Has Shaped Higher Education (Paperback)
zoom

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

(author), (author)
£24.00
Paperback 352 Pages / Published: 11/09/2018
  • We can order this

Usually dispatched within 1 week

  • This item has been added to your basket
Are homecoming games and freshman composition, Twitter feeds and scholarly monographs really mortal enemies? Media U presents a provocative rethinking of the development of American higher education centered on the insight that universities are media institutions. Tracing over a century of media history and the academy, Mark Garrett Cooper and John Marx argue that the fundamental goal of the American research university has been to cultivate audiences and convince them of its value.

Media U shows how universities have appropriated new media technologies to convey their message about higher education, the aims of research, and campus life. The need to create an audience stamps each of the university's steadily proliferating disciplines, shapes its structure, and determines its division of labor. Cooper and Marx examine how the research university has sought to inform publics and convince them of its value to American society, from the rise of football and Great Books programs in the early twentieth century through a midcentury communications complex linking big science, New Criticism, and design, from the co-option of 1960s student activist media through the early-twenty-first-century reception of MOOCs and the latest promises of technological disruption. The book considers the ways in which universities have used media platforms to reconcile national commitments to equal opportunity with corporate capitalism as well as the vexed relationship of democracy and hierarchy. By exploring how media engagement brought the American university into being and continues to shape academic labor, Media U presents essential questions and resources for reimagining the university and confronting its future.

Publisher: Columbia University Press
ISBN: 9780231186377
Number of pages: 352
Dimensions: 229 x 152 mm


MEDIA REVIEWS
This book powerfully demonstrates that universities have been media institutions all along, well before the mobile phone and the MOOC. Cooper and Marx challenge us to consider what is at stake when universities approach the educated class as an "audience" and what mindsets and strategies they deploy in the process. Provocative and timely, Media U is bound to stir up discussion and debate.--Lisa Parks, Massachusetts Institute of Technology
Tackling everything from football to general education to the credit hour, Media U helps us understand our turbulent university landscape. With a deep sense of history and careful marshaling of data, Cooper and Marx show us that higher ed is not just a maker of knowledge but also a platform for information--a medium itself.--Paula M. Krebs, Executive Director, Modern Language Association

You may also be interested in...

Media Control - Post-9/11 Edition
Added to basket
Understanding Media
Added to basket
Propaganda
Added to basket
£13.99
Paperback
Flat Earth News
Added to basket
£9.99
Paperback
Reading Media Theory
Added to basket
£37.99
Paperback
Photography: A Very Short Introduction
Added to basket
The Media Student's Book
Added to basket
Dial M for Murdoch
Added to basket
Contagious
Added to basket
£8.99
Paperback
How to Read a Film
Added to basket
£27.99
Paperback
Manufacturing Consent
Added to basket
The Sex Myth
Added to basket
£9.99
Paperback
Dataclysm
Added to basket
£9.99
Paperback
Media and Modernity
Added to basket
Confessions Of An Advertising Man
Added to basket

Reviews

Please sign in to write a review

Your review has been submitted successfully.