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PARTI THE SCIENCE OF MASS COMMUNICATION
DEFINING THE FIELD
SCIENTIFIC METHOD AND THEORY IN MASS COMMUNICATION
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aggression agreement analysis analyze angered arguments attitude change attitudes and behaviors audience audiotaped Bandura beliefs Chaffee Chaiken chapter characteristics cognitive Cognitive Dissonance communica conclusion coorientation dependent variable determine discussed effects environment erotic erotica evaluations example experience experimental external fear appeals film functions Gerbner high-credibility Hovland hypothesis Ibid important increased individual influence interpersonal issue Journal of Personality knowledge gap hypothesis low-credibility source males mass communication mass media McGuire measure newspaper nication object observed opinion change organization perceived perceptions Personality and Social persuasive message physical attractiveness position predict programs prosocial question questionnaire receiver recent reinforcement relationship response rewards role sample scientific method selective exposure Sesame Street sexual arousal simple random sample situation sleeper effect social change social learning theory Social Psychology social system stimuli structure studies subjects television violence tion TV violence values variables videotaped viewers viewing