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Theories of Public Opinion
The Symbols of Identification
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advertising American areas attitudes audience behavior beliefs brand broadcast campaign candidates concerned conservatism consistency consumer content analysis correlation countries coverage culture democratic Denis McQuail effects election Elihu Katz entertainment evidence example exposure findings format function George Gerbner George McGovern Gerbner identification images impact important increased individual inferences influence institutions interest issues Journal knowledge knowledge gap hypothesis less major mass communication mass media Media Imperialism medium messages Morris Janowitz motivations newspapers party pattern percent persons political socialization popular present Press problem programs propaganda psychological public affairs question radio relationship relevant reported response role Sidney Verba society specific story structure survey symbols Table television television programs tend theory tion trend University V. O. Key variables Vietnam viewers violence voters voting York