Communication Technology

Communication and Culture

ISBN:

978-1-952023-56-9

Communication Technology

Paxton Gray Scott Rackham, MS

The medium shapes the message, and today's communicators have to master both. This resource traces communication technology from smoke signals to Snapchat, then shows students how it works in practice. Students examine how algorithms and media fragmentation have reshaped the communication landscape, then learn to write for the channels businesses use every day: social media, landing pages and lead nurturing, long-form content, search and display ads, and marketing automation. They also measure content performance, adapt to change, and look ahead to the principles that will outlast the next platform. Students finish with both the technical understanding and the practical writing skills to communicate effectively through any technology.

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Topic 1: Communication Technique and Technology Topic 2: Evolution and Function of Traditional Media Technology Topic 3: Evolution of Digital Technology Topic 4: Present-Day Media Platforms Topic 5: Writing for Social Media Topic 6: Writing for Funnels, Landing Pages, and Lead Nurturing Topic 7: Long-Form and Downloadable Content Topic 8: Marketing Automation Topic 9: Writing for Search and Display Ads Topic 10: Measuring Content Performance and Media Adaptation Topic 11: Future Technology and Communication Principles

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