Master Mass Communication: A Fresh Introduction to Mass Comm
Edition: 1
Copyright: 2023
Edition: 1
Copyright: 2023
Pages: 284
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Up until this time, every media age has been defined by boundaries or measured limits. The Age of Space Bound Media (books, newspaper, and magazines) is defined by the physical dimensions of the printed page - its width, depth, and number of pages...the Age of Time Bound Audio Media (music, radio, and podcasts) is defined by the content's length of time...the age of Time Bound Visual Media (photography, film, and television) is also defined by the content's length of time...but the Age of Unbound Media (Internet, interactive media, social media, virtual reality/VR, artificial intelligence/AI) is undefined and unlimited and has no measurable space or time boundaries...engage...master the unbound.
FOREWORD
PREFACE
ACKNOWLEDGEMENTS
ABOUT THE AUTHOR
CHAPTER 1. From the Guttenberg Galazy to the Metaverse
THE UBIQUITY OF MEDIA: THEY ARE EVERWHERE
HOW THIS TEXTBOOK IS DIFFERENT AND WHY IT MATTERS
LET’S GET STARTED: LEVEL OF ANALYSIS AND MODELS
LASWELL’S MODEL: THE SMR MODEL OF MASS COMMUNICATION
THE MEDIA TIMELINE AND AREAS OF ANALYSIS
INNOVATION: PUSHING BOUNDARIES
PAYING FOR IT: BUSINESS MODELS
READY. SET. GO! PREPARE FOR BLAST OFF!
CHAPTER WRAP: TERMS
CHAPTER WRAP: REFERENCES
CHAPTER 2. ENGAGE: Master Mass Comm
HOW DO WE KNOW WHAT WE KNOW?
MAKING SENSE OF MEDIA LITERACY: HOW TO MASTER OUR MEDIA USE
MAKING SENSE OF MEDIA GRAMMAR: MASTER MEDIA CREATION
MEDIA ELEMENTS: THE MEDIA BUILDING BLOCKS
MEDIA FUNCTIONS: WHY WE USE MEDIA
MEDIA CONVERGENCE: HOW IT COMES TOGETHER.
MEDIA CREDIBILITY: BUT CAN WE BELIEVE THEM?
MASS COMMUNICATIONS: SEARCHING FOR A MEDIA METAPHOR
CHAPTER WRAP: TERMS
CHAPTER WRAP: REFERENCES
CHAPTER 3. 1st GEN: Space Bound Legacy Media: Print
SPACE BOUND MEDIA: HISTORY. EVENTS. PEOPLE. ETC
PRINT GRAMMAR: PRINTING. ELEMENTS. TYPOGRAPHY
BOOKS: HISTORY. PEOPLE. EVENTS. CURRENT SITUATION
NEWSPAPERS: HISTORY. PEOPLE. EVENTS. CURRENT SITUATION
THE 1ST 100: 1720-1820: ESTABLISHING A FREE PRESS INSTITUTION
THE 2nd 100: 1820-1920: THE AGE OF FLAMBOYANCE & PRESS GROWTH
THE 3rd 100: 1920-2020: THE AGE GROWTH, CORPORATIZATION & DECLINE
MAGAZINES: HISTORY. PEOPLE. EVENTS. CURRENT SITUATION
CHAPTER WRAP: TERMS
CHAPTER WRAP: REFERENCES
CHAPTER 4. 2nd GEN: Time Bound Legacy Media: Audio
TIME BOUND MEDIA: HISTORY. EVENTS. PEOPLE. ETC
AUDIO GRAMMAR: SOUND. ELEMENTS. SCRIPTS
RECORDED MUSIC: HISTORY. PEOPLE. EVENTS. ETC
RADIO: HISTORY. PEOPLE. EVENTS. ETC
DIGITAL MEDIA: PODCASTS. STREAMING. HISTORY. PEOPLE. EVENTS
CHAPTER WRAP: TERMS
CHAPTER WRAP: REFERENCES
CHAPTER 5. 3rd GEN: Time Bound Legacy Media: Visual
TIME BOUND VISUAL MEDIA: HISTORY. EVENTS. PEOPLE. ETC
VISUAL GRAMMAR: MULTIPLE CREATIVE ELEMENTS. STORYBOARDS
PHOTOGRAPHY: DAGUERREOTYPE. FILM. DIGITAL
THE FILM INDUSTRY: HISTORY. EVENTS. PEOPLE. ETC
THE TV INDUSTRY: HISTORY. EVENTS. PEOPLE. ETC
CHAPTER WRAP: TERMS
CHAPTER WRAP: REFERENCES
CHAPTER 6. 3rd GEN: Unbound Media: Internet. Interactive. SM. VR/AI
UNBOUND MEDIA: HISTORY. EVENTS. PEOPLE. ETC
INTERNET: HISTORY. EVENTS. PEOPLE. ETC
VIRTUAL GRAMMAR: MULTIPLE CREATIVE ELEMENTS
INTERACTIVE MEDIA-GAMING: HISTORY. EVENTS. PEOPLE. ETC
SOCIAL MEDIA: HISTORY. EVENTS. PEOPLE. ETC
THE METAVERSE-VR. AR. AI. CHAT: HISTORY. EVENTS. PEOPLE. ETC
CHAPTER WRAP: TERMS
CHAPTER WRAP: REFERENCES
CHAPTER 7. Strategic Communications: Marketing. Advertising. PR
STRAT COMM: MARKETING. ADVERTISING. PUBLIC RELATIONS
MARKETING: ITS UBIQUITOUS POWER
THE MARKETING MIX
THE 4 C’s OF THE MARKETING MIX
THE 4 P’s OF THE MARKETING MIX.
INTEGRATED MARKETING COMMUNICATION & PROMOTION
IMC-THE THE ROLE OF SALES PROMOTION
IMC-THE THE ROLE OF SALES.
ADVERTISING: HISTORY. EVENTS. PEOPLE. ETC
PUBLIC RELATIONS: HISTORY. EVENTS. PEOPLE. ETC
PR SMR MODEL: SENDER-MEDIUM-RECEIVER
TYPES OF PR: EIGHT PR STRATEGIES
STRAT COMM AGENCIES & IN-HOUSE: HISTORY. EVENTS. PEOPLE. ETC
STRATEGIC COMMUNICATIONS: AGENCIES AND IN-HOUSE
THE ADVERTISING AND PR AGENCY: VERY DIVERGENT INDUSTRIES
PERSUASION. THE CREATIVE STRATEGY PLATFORM (CSP). THE BIG IDEA
THE BIG IDEA: THE VISUAL DEPICTION OF THE CAMPAIGN PROMISE
CHAPTER WRAP: TERMS
CHAPTER WRAP: REFERENCES
CHAPTER 8. On Deadline: Journalism: A Reasoned Reflection
ON DEADLINE: JOURNALISM. A REASONED REFLECTION ON THE DAY
ON DEADLINE: JOURNALISM. HISTORY. EVENTS. PEOPLE. ETC
A REFLECTION OF THE DAY’S EVENTS. HISTORY. EVENTS. PEOPLE. ETC
BROADCAST NEWS. HISTORY. EVENTS. PEOPLE. ETC.
NEWS: A REFLECTION ON THE DAY’S EVENTS. THE STORIES. THE TELLERS
NEWS AGENCIES: AGENCE FRANCE-PRESSE. ASSOCIATED PRESS. REUTERS
NEWS STYLE: HOW TO WRITE A NEWS STORY. THE INVERTED PYRAMID
CHAPTER WRAP: TERMS
CHAPTER WRAP: REFERENCES
CHAPTER 9. Boundaries: Media Ethics. Media Law. Codes
BOUNDARIES: WESTERN TRADITION. MEDIA ETHICS. MEDIA LAW. CODES
WESTERN ETHICAL PRINCIPLES. HISTORY. EVENTS. PEOPLE. ETC.
A GEM: GANAHL’S ETHICAL MAXIMS
WESTERN LEGAL PRINCIPLES. HISTORY. EVENTS. PEOPLE. ETC
JUDICIAL PHILOSOPHY: JUDICIAL ACTIVISM. JUDICIAL RESTRAINT
PROFESSIONAL CODES : AAF. PRSA. SPJ
AMERICAN ADVERTISING FEDERATION: AAF CODE OF ETHICS
PUBLIC RELATIONS SOCIETY OF AMERICA: PRSA CODE OF ETHICS
SOCIETY OF PROFESSIONAL JOURNALISTS: SPJ CODE OF ETHICS
CHAPTER WRAP: TERMS
CHAPTER WRAP: REFERENCES
CHAPTER 10. Discovery: Theory. Research. Sampling
DISCOVERY: MEDIA THEORY. RESEARCH. SAMPLING
MEDIA THEORY: HISTORY. EVENTS. PEOPLE. ETC
FOUR NOTABLE MEDIA THEORISTS
TWO NOTABLE MEDIA WRITINGS
FOUR NOTABLE MEDIA THEORIES
RESEARCH: DEFINED. RESEARCH PROCESS. RESEARCH METHODOLOGIES
WHAT IS RESEARCH? A FORMAL DEFINITION
WHY IS RESEACH IMPORTANT?
EPISTEMOLOGY: HOW WE KNOW WHAT WE KNOW
HOW TO DO RESEARCH: THE SCIENTIFIC METHOD
RESEARCH DATA: QUANTITATIVE AND QUALITATIVE METHODOLOGIES
ADDITIONAL RESEARCH TERMS AND CONCEPTS
SAMPLING: KNOW THE WHOLE BY STUDYING THE PART
RELIABILITY: RANDOM SAMPLES OF SUFFICIENT SIZE
SAMPLE DESIGN: A HYPOTHETICAL CASE STUDY
CHAPTER WRAP: TERMS
CHAPTER WRAP: REFERENCES
CHAPTER 11. IMAGINE: Toward a Normative News Media System
IMAGINE A NORMATIVE NEWS MEDIA SYSTEM. JUST WHAT IS NORMATIVE?
STATE OF TODAY’S MEDIA SYSTEM: IN THE U.S AND WORLDWIDE
EMPLOYING CHATGPT: CREATE A NORMATIVE NEWS MEDIA SYSTEM
APPRAISAL: DID WE CREATE A NORMATIVE NEWS MEDIA SYSTEM?
THE GLOBAL MEDIA ECOSYSTEM: HAS MORE ALWAYS MADE IT BETTER?
CHAPTER WRAP: TERMS
CHAPTER WRAP: REFERENCES
CHAPTER 12. Media Pioneers: Launch Your Career Quest
THE COLLEGE EXPERIENCE: PREPPING FOR YOUR CAREER QUEST
BUILD YOUR BRAND: RESUME. ONLINE FOOTPRINT
LAUNCH YOUR CAREER QUEST: PUT IT ALL TOGETHER.
CERTIFICATES: MAKE ONLINE TRAINING A REGULAR ACTIVITY.
PROFESSIONAL MEDIA ORGANIZATIONS: GREAT NETWORKING SOURCES
MEDIA PIONEERS: YOUNG PROFESSIONALS CHARTING THEIR QUESTS
BY ANDREW BLANK: MUSICIAN AND LEAD SINGER OF SEND REQUEST
BY BRIAN EVANS: CAPTURING THE WORLD THROUGH A VIEWFINDER
BY ENRIQUE JOSEPHS: VOICE ACTOR AND THE VOICE OF SUPER BOWL 56
BY JUAN FLORES: EDELMAN-SENIOR ACCOUNT SUPERVISOR
BY JACK FRITZ: OH, THE PHILLIES GUY! WIP SPORTS RADIO
BY KRISTEN WAGNER: EDITOR-IN-CHIEF LEHIGH VALLEY STYLE MAGAZINE
BY KYLA SMITH BROWN: CONTENT CREATOR ENTREPRENEUR
BY MICHAEL DiGIORGIO: FILMMAKER-RED JACKET FILMS, LLC
BY SUSAN SNYDER: PULITZER PRIZE WINNER THE PHILADELPHIA INQUIRER
KEEP ON TRUCKIN’: THE LONG WINDING ROAD OF CAREER QUESTS
CHAPTER WRAP: TERMS
CHAPTER WRAP: REFERENCES
Richard J. Ganahl has more than forty years of professional experience as a media publisher and owner, a strategic consultant and a media entrepreneur. He earned his doctorate from the School of Journalism at the University of Missouri. He is a professor in Media and Journalism at Bloomsburg University, Pa. where he founded the Public Relations Student Society Association (PRSSA) chapter. He is a former Visiting Scholar at Yonsei University, South Korea. He is the co-editor with Dr. Louisa Ha of the award winning book Webcasting Worldwide, and the author of the two recently published DO GOOD BETTER, A Value Driven Approach, and Master Mass Comm, A FRESH Approach to Mass Communications. He is an invited member of the PA NewsMedia Association (PNA) Foundation Board of Trustees. He is the founding faculty advisor of BUnow, a pure-play, multi-platform, student managed news site born on the Internet in 2008 with more than 2 million visitors and over 4,000 multi-media stories since its birth on the Internet in 2008.
Up until this time, every media age has been defined by boundaries or measured limits. The Age of Space Bound Media (books, newspaper, and magazines) is defined by the physical dimensions of the printed page - its width, depth, and number of pages...the Age of Time Bound Audio Media (music, radio, and podcasts) is defined by the content's length of time...the age of Time Bound Visual Media (photography, film, and television) is also defined by the content's length of time...but the Age of Unbound Media (Internet, interactive media, social media, virtual reality/VR, artificial intelligence/AI) is undefined and unlimited and has no measurable space or time boundaries...engage...master the unbound.
FOREWORD
PREFACE
ACKNOWLEDGEMENTS
ABOUT THE AUTHOR
CHAPTER 1. From the Guttenberg Galazy to the Metaverse
THE UBIQUITY OF MEDIA: THEY ARE EVERWHERE
HOW THIS TEXTBOOK IS DIFFERENT AND WHY IT MATTERS
LET’S GET STARTED: LEVEL OF ANALYSIS AND MODELS
LASWELL’S MODEL: THE SMR MODEL OF MASS COMMUNICATION
THE MEDIA TIMELINE AND AREAS OF ANALYSIS
INNOVATION: PUSHING BOUNDARIES
PAYING FOR IT: BUSINESS MODELS
READY. SET. GO! PREPARE FOR BLAST OFF!
CHAPTER WRAP: TERMS
CHAPTER WRAP: REFERENCES
CHAPTER 2. ENGAGE: Master Mass Comm
HOW DO WE KNOW WHAT WE KNOW?
MAKING SENSE OF MEDIA LITERACY: HOW TO MASTER OUR MEDIA USE
MAKING SENSE OF MEDIA GRAMMAR: MASTER MEDIA CREATION
MEDIA ELEMENTS: THE MEDIA BUILDING BLOCKS
MEDIA FUNCTIONS: WHY WE USE MEDIA
MEDIA CONVERGENCE: HOW IT COMES TOGETHER.
MEDIA CREDIBILITY: BUT CAN WE BELIEVE THEM?
MASS COMMUNICATIONS: SEARCHING FOR A MEDIA METAPHOR
CHAPTER WRAP: TERMS
CHAPTER WRAP: REFERENCES
CHAPTER 3. 1st GEN: Space Bound Legacy Media: Print
SPACE BOUND MEDIA: HISTORY. EVENTS. PEOPLE. ETC
PRINT GRAMMAR: PRINTING. ELEMENTS. TYPOGRAPHY
BOOKS: HISTORY. PEOPLE. EVENTS. CURRENT SITUATION
NEWSPAPERS: HISTORY. PEOPLE. EVENTS. CURRENT SITUATION
THE 1ST 100: 1720-1820: ESTABLISHING A FREE PRESS INSTITUTION
THE 2nd 100: 1820-1920: THE AGE OF FLAMBOYANCE & PRESS GROWTH
THE 3rd 100: 1920-2020: THE AGE GROWTH, CORPORATIZATION & DECLINE
MAGAZINES: HISTORY. PEOPLE. EVENTS. CURRENT SITUATION
CHAPTER WRAP: TERMS
CHAPTER WRAP: REFERENCES
CHAPTER 4. 2nd GEN: Time Bound Legacy Media: Audio
TIME BOUND MEDIA: HISTORY. EVENTS. PEOPLE. ETC
AUDIO GRAMMAR: SOUND. ELEMENTS. SCRIPTS
RECORDED MUSIC: HISTORY. PEOPLE. EVENTS. ETC
RADIO: HISTORY. PEOPLE. EVENTS. ETC
DIGITAL MEDIA: PODCASTS. STREAMING. HISTORY. PEOPLE. EVENTS
CHAPTER WRAP: TERMS
CHAPTER WRAP: REFERENCES
CHAPTER 5. 3rd GEN: Time Bound Legacy Media: Visual
TIME BOUND VISUAL MEDIA: HISTORY. EVENTS. PEOPLE. ETC
VISUAL GRAMMAR: MULTIPLE CREATIVE ELEMENTS. STORYBOARDS
PHOTOGRAPHY: DAGUERREOTYPE. FILM. DIGITAL
THE FILM INDUSTRY: HISTORY. EVENTS. PEOPLE. ETC
THE TV INDUSTRY: HISTORY. EVENTS. PEOPLE. ETC
CHAPTER WRAP: TERMS
CHAPTER WRAP: REFERENCES
CHAPTER 6. 3rd GEN: Unbound Media: Internet. Interactive. SM. VR/AI
UNBOUND MEDIA: HISTORY. EVENTS. PEOPLE. ETC
INTERNET: HISTORY. EVENTS. PEOPLE. ETC
VIRTUAL GRAMMAR: MULTIPLE CREATIVE ELEMENTS
INTERACTIVE MEDIA-GAMING: HISTORY. EVENTS. PEOPLE. ETC
SOCIAL MEDIA: HISTORY. EVENTS. PEOPLE. ETC
THE METAVERSE-VR. AR. AI. CHAT: HISTORY. EVENTS. PEOPLE. ETC
CHAPTER WRAP: TERMS
CHAPTER WRAP: REFERENCES
CHAPTER 7. Strategic Communications: Marketing. Advertising. PR
STRAT COMM: MARKETING. ADVERTISING. PUBLIC RELATIONS
MARKETING: ITS UBIQUITOUS POWER
THE MARKETING MIX
THE 4 C’s OF THE MARKETING MIX
THE 4 P’s OF THE MARKETING MIX.
INTEGRATED MARKETING COMMUNICATION & PROMOTION
IMC-THE THE ROLE OF SALES PROMOTION
IMC-THE THE ROLE OF SALES.
ADVERTISING: HISTORY. EVENTS. PEOPLE. ETC
PUBLIC RELATIONS: HISTORY. EVENTS. PEOPLE. ETC
PR SMR MODEL: SENDER-MEDIUM-RECEIVER
TYPES OF PR: EIGHT PR STRATEGIES
STRAT COMM AGENCIES & IN-HOUSE: HISTORY. EVENTS. PEOPLE. ETC
STRATEGIC COMMUNICATIONS: AGENCIES AND IN-HOUSE
THE ADVERTISING AND PR AGENCY: VERY DIVERGENT INDUSTRIES
PERSUASION. THE CREATIVE STRATEGY PLATFORM (CSP). THE BIG IDEA
THE BIG IDEA: THE VISUAL DEPICTION OF THE CAMPAIGN PROMISE
CHAPTER WRAP: TERMS
CHAPTER WRAP: REFERENCES
CHAPTER 8. On Deadline: Journalism: A Reasoned Reflection
ON DEADLINE: JOURNALISM. A REASONED REFLECTION ON THE DAY
ON DEADLINE: JOURNALISM. HISTORY. EVENTS. PEOPLE. ETC
A REFLECTION OF THE DAY’S EVENTS. HISTORY. EVENTS. PEOPLE. ETC
BROADCAST NEWS. HISTORY. EVENTS. PEOPLE. ETC.
NEWS: A REFLECTION ON THE DAY’S EVENTS. THE STORIES. THE TELLERS
NEWS AGENCIES: AGENCE FRANCE-PRESSE. ASSOCIATED PRESS. REUTERS
NEWS STYLE: HOW TO WRITE A NEWS STORY. THE INVERTED PYRAMID
CHAPTER WRAP: TERMS
CHAPTER WRAP: REFERENCES
CHAPTER 9. Boundaries: Media Ethics. Media Law. Codes
BOUNDARIES: WESTERN TRADITION. MEDIA ETHICS. MEDIA LAW. CODES
WESTERN ETHICAL PRINCIPLES. HISTORY. EVENTS. PEOPLE. ETC.
A GEM: GANAHL’S ETHICAL MAXIMS
WESTERN LEGAL PRINCIPLES. HISTORY. EVENTS. PEOPLE. ETC
JUDICIAL PHILOSOPHY: JUDICIAL ACTIVISM. JUDICIAL RESTRAINT
PROFESSIONAL CODES : AAF. PRSA. SPJ
AMERICAN ADVERTISING FEDERATION: AAF CODE OF ETHICS
PUBLIC RELATIONS SOCIETY OF AMERICA: PRSA CODE OF ETHICS
SOCIETY OF PROFESSIONAL JOURNALISTS: SPJ CODE OF ETHICS
CHAPTER WRAP: TERMS
CHAPTER WRAP: REFERENCES
CHAPTER 10. Discovery: Theory. Research. Sampling
DISCOVERY: MEDIA THEORY. RESEARCH. SAMPLING
MEDIA THEORY: HISTORY. EVENTS. PEOPLE. ETC
FOUR NOTABLE MEDIA THEORISTS
TWO NOTABLE MEDIA WRITINGS
FOUR NOTABLE MEDIA THEORIES
RESEARCH: DEFINED. RESEARCH PROCESS. RESEARCH METHODOLOGIES
WHAT IS RESEARCH? A FORMAL DEFINITION
WHY IS RESEACH IMPORTANT?
EPISTEMOLOGY: HOW WE KNOW WHAT WE KNOW
HOW TO DO RESEARCH: THE SCIENTIFIC METHOD
RESEARCH DATA: QUANTITATIVE AND QUALITATIVE METHODOLOGIES
ADDITIONAL RESEARCH TERMS AND CONCEPTS
SAMPLING: KNOW THE WHOLE BY STUDYING THE PART
RELIABILITY: RANDOM SAMPLES OF SUFFICIENT SIZE
SAMPLE DESIGN: A HYPOTHETICAL CASE STUDY
CHAPTER WRAP: TERMS
CHAPTER WRAP: REFERENCES
CHAPTER 11. IMAGINE: Toward a Normative News Media System
IMAGINE A NORMATIVE NEWS MEDIA SYSTEM. JUST WHAT IS NORMATIVE?
STATE OF TODAY’S MEDIA SYSTEM: IN THE U.S AND WORLDWIDE
EMPLOYING CHATGPT: CREATE A NORMATIVE NEWS MEDIA SYSTEM
APPRAISAL: DID WE CREATE A NORMATIVE NEWS MEDIA SYSTEM?
THE GLOBAL MEDIA ECOSYSTEM: HAS MORE ALWAYS MADE IT BETTER?
CHAPTER WRAP: TERMS
CHAPTER WRAP: REFERENCES
CHAPTER 12. Media Pioneers: Launch Your Career Quest
THE COLLEGE EXPERIENCE: PREPPING FOR YOUR CAREER QUEST
BUILD YOUR BRAND: RESUME. ONLINE FOOTPRINT
LAUNCH YOUR CAREER QUEST: PUT IT ALL TOGETHER.
CERTIFICATES: MAKE ONLINE TRAINING A REGULAR ACTIVITY.
PROFESSIONAL MEDIA ORGANIZATIONS: GREAT NETWORKING SOURCES
MEDIA PIONEERS: YOUNG PROFESSIONALS CHARTING THEIR QUESTS
BY ANDREW BLANK: MUSICIAN AND LEAD SINGER OF SEND REQUEST
BY BRIAN EVANS: CAPTURING THE WORLD THROUGH A VIEWFINDER
BY ENRIQUE JOSEPHS: VOICE ACTOR AND THE VOICE OF SUPER BOWL 56
BY JUAN FLORES: EDELMAN-SENIOR ACCOUNT SUPERVISOR
BY JACK FRITZ: OH, THE PHILLIES GUY! WIP SPORTS RADIO
BY KRISTEN WAGNER: EDITOR-IN-CHIEF LEHIGH VALLEY STYLE MAGAZINE
BY KYLA SMITH BROWN: CONTENT CREATOR ENTREPRENEUR
BY MICHAEL DiGIORGIO: FILMMAKER-RED JACKET FILMS, LLC
BY SUSAN SNYDER: PULITZER PRIZE WINNER THE PHILADELPHIA INQUIRER
KEEP ON TRUCKIN’: THE LONG WINDING ROAD OF CAREER QUESTS
CHAPTER WRAP: TERMS
CHAPTER WRAP: REFERENCES
Richard J. Ganahl has more than forty years of professional experience as a media publisher and owner, a strategic consultant and a media entrepreneur. He earned his doctorate from the School of Journalism at the University of Missouri. He is a professor in Media and Journalism at Bloomsburg University, Pa. where he founded the Public Relations Student Society Association (PRSSA) chapter. He is a former Visiting Scholar at Yonsei University, South Korea. He is the co-editor with Dr. Louisa Ha of the award winning book Webcasting Worldwide, and the author of the two recently published DO GOOD BETTER, A Value Driven Approach, and Master Mass Comm, A FRESH Approach to Mass Communications. He is an invited member of the PA NewsMedia Association (PNA) Foundation Board of Trustees. He is the founding faculty advisor of BUnow, a pure-play, multi-platform, student managed news site born on the Internet in 2008 with more than 2 million visitors and over 4,000 multi-media stories since its birth on the Internet in 2008.