Communication Theories: Origins, Methods, and Uses in the Mass Media
The Fifth Edition addresses ongoing changes in mass communications and new developments in mass communications theory. The book also applies communication theories to the mass media with current examples from journalism, broadcasting, advertising and public relations to clarify the concepts. A new chapter on cyber communications explores the influential new medium, using discussions of mediamorphosis, hypertext, multimedia, interface design, Intenet addiction and Internet dependency. An extensively rewritten chapter on media chains and conglomerates addresses key developments in the field. The book also includes unique coverage of media uses and institutions, meant as an alternative way to think about mass communication.
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INTRODUCTION TO MASS COMMUNICATION
PART n SCIENTIFIC METHOD AND MODELS
MODELS IN MASS COMMUNICATION
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abstraction advertising agenda setting American argues attitude change behavior beliefs broadcast campaign channels Chapter cloze cognitive communication research communication theory concept content analysis correlation coverage credibility cultivation theory developed discussion dissonance effects of mass elaboration likelihood model example experiment factors fear appeal film Flesch Flesch reading ease function Gerbner gratifications Hovland hypothesis important individuals influence information theory innovation interest Internet interpersonal issues Journalism Quarterly journalists Katz knowledge gap Lazarsfeld mass communication mass media measure media agenda media content newspaper nication norms opinion leaders opinion leadership perception person persuasion political predict presented Press problem propaganda question radio readability formulas readers reality receiver reported response role says scientific selective exposure Sesame Street showed Social Psychology society spiral of silence story subjects suggests variables viewers viewing words York