The initial chapters of this reference textbook deal with modern education, the philosophy and rationale of a media program, the role of the media professional, user needs, and explanations of functions and competencies. Ten major functions are identified: organization management, personnel management, design, information retrieval, logistics, production, instruction, evaluation, research, and utilization. Chapters devoted to each of the functions include a description of the function and related competencies, a list of resources for gaining the competencies, a mastery item, and the response to the mastery item. (The mastery item is a brief test by which an individual may assess his or her competency.) The functions are synthesized in the chapter on media utilization, and the book ends with some educational scenarios for the future. Evaluation forms and a list of media producers are appended. (LS)