Milestones in Mass Communication Research: Media EffectsMilestones in Mass Communication Research, 3/e offers an impressive history of mass communication research over the past 60 years and emphasizes media effects. |
Contents
RESEARCH AS A BASIS FOR UNDERSTANDING | 1 |
The Magic Bullet Theory as a Point of Departure | 12 |
Notes and References | 18 |
Copyright | |
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adoption adult agenda agenda-setting aggressive behavior American attitudes audience Battle of Britain broadcast campaign chapter concerning conclusions conducted daytime serials educational effects of mass Erie County example experimental experiments exposure factors film findings focused Hovland hypothesis Ibid important individual innovation interest interpersonal interviewed investigation issues Jack Lyle L. L. Thurstone Lazarsfeld leaflets learning listeners magic bullet theory major mass communication research mass media media influences medium Mercury Theatre milestone motion pictures newspapers nonlisteners norms observational learning opinion change opinion leaders opinion leadership Overall patterns percent personal influence persuasive play political population portrayals portrayed presented problems question questionnaire radio relationship response role Rural Sociology sample selected showed significant situation comedies sleeper effect soap operas Social Behavior social scientists society subjects televised violence Television and Social theory topics TV violence viewers viewing voters women