The Media of Mass Communication uses a lively writing style, exciting magazine-style design, and an emphasis on current and future challenges in the media to make this best-selling text appealing and interesting.

Vivian’s story-telling style excites readers as they explore the ever-changing subject of mass communication. This edition retains the emphasis on the challenges of today's media while building on its extensive coverage of media history, effects, technology, and culture.. The three part-organization–the media, media messages, and media issues–provides a framework for readers to understand the big picture behind today’s media issues.