In the last twenty years Hong Kong society has witnessed dramatic change, and nowhere is this better reflected than in the realm of media and communication.

Across the fields of journalism, public relations and advertising we can see the changing trends in terms of audience consumption and interaction.

From technological developments to the shift in audience participation, the expectations and functions of these professions have been greatly altered.

Through a selection of essays by field experts, this volume aims to explore not only the evolution in media itself, but also to examine the complex causes.

It identifies not only the difficulties and opportunities for media professionals today, but also the evolving role of the audience.