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Introduction	Joseph Turow is Robert Lewis Shayon Professor of Communication at the University of Pennsylvania's Annenberg School For Communication. A 2005 New York Times Magazine article referred to him as “probably the reigning academic expert on media fragmentation.” He has authored eight books, edited five books, and written more than 100 articles on mass media industries. Among his books is Media Today: An Introduction to Mass Communication, which Routledge just published in an updated edition. Also just published is his new book Playing Doctor: Television, Storytelling, and Medical Power, a history of TV and the sociopolitics of medicine. Another recent book is Niche Envy: Marketing Discrimination in the Digital Age (MIT Press, 2006). Other titles are Breaking Up America: Advertisers and the New Media World (University of Chicago Press, 1997; paperback, 1999; Chinese edition 2004); and The Hyperlinked Society: Questioning Connections in the Digital Age (edited with Lokman Tsui, University of Michigan Press, 2008). Professor Turow is an elected Fellow of the International Communication Assn and was presented with a Distinguished Scholar Award by the National Communication Assn.

Introduction

Joseph Turow is Robert Lewis Shayon Professor of Communication at the University of Pennsylvania's Annenberg School For Communication. A 2005 New York Times Magazine article referred to him as “probably the reigning academic expert on media fragmentation.” He has authored eight books, edited five books, and written more than 100 articles on mass media industries. Among his books is Media Today: An Introduction to Mass Communication, which Routledge just published in an updated edition. Also just published is his new book Playing Doctor: Television, Storytelling, and Medical Power, a history of TV and the sociopolitics of medicine. Another recent book is Niche Envy: Marketing Discrimination in the Digital Age (MIT Press, 2006). Other titles are Breaking Up America: Advertisers and the New Media World (University of Chicago Press, 1997; paperback, 1999; Chinese edition 2004); and The Hyperlinked Society: Questioning Connections in the Digital Age (edited with Lokman Tsui, University of Michigan Press, 2008). Professor Turow is an elected Fellow of the International Communication Assn and was presented with a Distinguished Scholar Award by the National Communication Assn.