Stephen Downes

This isn't a great book, and it isn't a terrible book - I think the advertising describes it best, as "an approachable introductory Mass Communication text that covers major mass communication terms and concepts including 'digital culture.'" It introduces readers to everything from Dewey to brocolage to Shirky to framing theory. At one point it invites readers to criticize the book itself - exactly the right approach. And it's free and open source, and would make a fine high school or first year text. Comes in a variety of open formats, or if you want, 116 page PDF.