Media U : How the Need to Win Audiences Has Shaped Higher Education / John Marx, Mark Garrett Cooper.
| Author/creator | Marx, John author. |
| Other author | Cooper, Mark Garrett, author. |
| Format | Electronic |
| Publication | New York, NY : Columbia University Press, [2018] |
| Copyright Date | ©2018 |
| Description | 1 online resource : 18 images |
| Supplemental Content | JSTOR |
| Subjects |
| Contents | Frontmatter -- Contents -- ACKNOWLEDGMENTS -- Introduction -- Chapter One: Campus Life -- Chapter Two: Public Relations -- Chapter Three: Communications Complex -- Chapter Four: Not Two Cultures -- Chapter Five: Television, or New Media -- Chapter Six: Cooptation -- Chapter Seven: Student Immaterial Labor -- Chapter Eight: By the Numbers -- Chapter Nine: Bad English: The Culture Wars Reconsidered -- Chapter Ten: The Long Twentieth Century -- Epilogue -- NOTES -- INDEX |
| Abstract | 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. |
| Bibliography note | Includes bibliographical references and index. |
| Language | In English. |
| Source of description | Description based on online resource; title from PDF title page (publisher's Web site, viewed 24. Sep 2018). |
| Issued in other form | Online version: Cooper, Mark Garrett. Media U. New York : Columbia University Press, 2017 9780231546607 |
| Issued in other form | Original 9780231186360 0231186363 9780231186377 0231186371 |
| Genre/form | History. |
| ISBN | 9780231546607 |
| ISBN | 0231546602 |
| Standard identifier# | 10.7312/coop18636 |
Availability
| Library | Location | Call Number | Status | Item Actions |
|---|---|---|---|---|
| Electronic Resources | ✔ Available |