The Effects of Mass Communication

Front Cover
Free Press, 1960 - Communication - 302 pages
This book is "primarily a collation of the findings of published research. Part I deals with mass communication as an agent of persuasion. Part II deals with the effects of specific kinds of media content." A new orientation is suggested: the "Phenomenistic" approach which "is in essence a shift away from the tendency to regard mass communication as a necessary and sufficient cause of audience effects, toward a view of the media as influences, working amid other influences, in a total situation."

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Contents

INTRODUCTION 124
2
INTRODUCTORY NOTE
12
THE CREATION OF OPINION
53
Copyright

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