Communication Theories: Origins, Methods, and Uses in the Mass MediaThe Fifth Edition addresses ongoing changes in mass communications and new developments in mass communications theory. The book also applies communication theories to the mass media with current examples from journalism, broadcasting, advertising and public relations to clarify the concepts. A new chapter on cyber communications explores the influential new medium, using discussions of mediamorphosis, hypertext, multimedia, interface design, Intenet addiction and Internet dependency. An extensively rewritten chapter on media chains and conglomerates addresses key developments in the field. The book also includes unique coverage of media uses and institutions, meant as an alternative way to think about mass communication. |
Contents
INTRODUCTION TO MASS COMMUNICATION | 3 |
SCIENTIFIC METHOD AND MODELS | 21 |
MODELS IN MASS COMMUNICATION | 45 |
Copyright | |
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Common terms and phrases
abstraction advertising agenda setting American attitude change behavior beliefs broadcast campaign channels Chapter cloze cognitive communication research communication theory concept content analysis correlation coverage credibility cultivation theory developed discussion dissonance effects of mass elaboration likelihood model example experiment factors fear appeal film Flesch function Gerbner gratifications Hovland hypothesis important individuals influence information theory innovation Internet issues Journalism Quarterly journalists Katz knowledge gap knowledge gap hypothesis Lazarsfeld mass communication mass media measure media agenda media content newspaper nication norms opinion leaders opinion leadership perception person persuasion political predict presented Press problem propaganda Public Opinion question radio readability formulas readers reading ease reality receiver reported response role says scientific scores selective exposure Sesame Street showed Social Psychology society spiral of silence story subjects suggests variables viewers viewing words York