This revised edition of a now classic text
Includes:: a new introduction by Henry Jenkins explaining ' Why Fiske Still Matters' for today's students followed by a discussion between former Fiske students Ron Becker Elana Levine Darrell Newton & Pamela Wilson on the theme of ' Structuralism & Semiotics Fiske-Style' Both underline the continuing relevance of this foundational text in communication studies How can we study communication? What are the main theories & methods of approach? This classic text provides a lucid accessible introduction to the main authorities in the field of communication studies aimed at students coming to the subject for the first time It outlines a range of methods of analysing examples of communication & describes the theories underpinning them Thus armed the reader will be able to tease out the latent cultural meanings in such apparently simple communications as news photos or popular TV programmes & to see them with new eyes