McQuail's Mass Communication Theory
"Denis McQuail's Mass Communication Theory is not just a seminal text in the study of media and society - it is a benchmark for understanding and appreciating the long and winding road people and their media have taken to get us here."
- Mark Deuze, Indiana University and Leiden University
"This is a unique work tested by time and generations of students around the world - North, South, East and West."
- Kaarle Nordenstreng, University of Tampere
"McQuail's Mass Communication Theory continues to be the clearest and best introduction to this sprawling field."
- Anders Hansen, University of Leicester
With over 125,000 copies sold, McQuail's Mass Communication Theory has been the benchmark for studying media and communication for more than 25 years. It remains the most authoritative and comprehensive introduction to the field and offers unmatched coverage of the research literature.
It covers everything a student needs to know of the diverse forms of mass communication today, including television, radio, newspapers, film, music, the internet and other forms of new media. Denis McQuail shows that more than ever, theories of mass communication matter for the broader understanding of society and culture.
Unmatched in coverage and used across the globe, this book includes:
McQuail's Mass Communication Theory is the indispensable resource no student of media and communication studies can afford to be without.
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This book is a good academic read, and it comes handy for all students enrolled in social sciences, communications studies and especially media studies as it consists of mass communication theories ; the pluralist theory which says that the media institutions as well as media content needs to differ in their policymaking, ( the must be differents between sowetan news and the star content in terms of news selection and news angl
14 Media Genres and Texts
Part 6 Audiences
15 Audience Theory and Research Traditions
Part 7 Effects
17 Processes and Models of Media Effects
18 SocialCultural Effects
9 Media Economics and Governance
10 Global Mass Communication
Part 4 Organizations
Pressures and Demands
12 The Production of Media Culture
Part 5 Content
Issues Concepts and Methods of Analysis