Mass Communication Theory An IntroductionThe fully revised edition of this successful textbook has been comprehensively rewritten to take account of recent theory and research and to improve the accessibility of the text. The book provides a nontechnical introduction to the range of approaches to understanding mass communication. It offers an integrated treatment of the major components of mass communication - the sender, the message and the audience - and encompasses the various forms of mass communication in contemporary societies including television, radio, newspapers, film, music and new communication technologies. Throughout, Denis McQuail shows how theories of mass communication relate to the understanding of society as a whole. |
Contents
CONCEPTS AND MODELS | 33 |
Mass culture and popular culture | 39 |
An alternative paradigm | 45 |
Copyright | |
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according activity advertising alternative analysis applied approach attention audience behaviour channels choice concept concerning continuing countries critical cultural dependent described direct discussed distinctive distribution diversity dominant economic effect elements especially essentially established evidence example expectations experience expression fact Figure freedom given groups ideas important increasing individual industry influence instance institutions interaction interest involved issues journalists kinds less limited logic London mass communication mass media matters meaning media content media organizations newspaper normative objective offered operate opinion organizations original particular pattern perspective political popular positive possible potential practice production question reality receiver refers relation relevant reporting response result role selection sense significant social society sources structure television tend texts theory tradition types usually values