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TitleCommunication theories : origins, methods, uses
Author Werner J. Severin and James W. Tankard
Imprint New York : Longman, 1988
Edition 2nd ed
Descript xi, 351 p. 24 cm


Introduction -- Scientific method -- Models in science and communication research -- Information theory -- General semantics: a look at encoding -- The measurement of readability -- Measuring connotative meaning: the semantic differential -- Propaganda -- Perception and communication -- Groups and communication -- Cognitive consistency and mass communication -- Beginnings of attitude-change research -- Further developments in attitude-change research -- Mass media and interpersonal communication -- Mass media in modern society -- Media chains and conglomerates -- Agenda setting -- The knowledge gap hypothesis -- Uses of the mass media -- Efects of mass communications -- The overall picture


Communication Arts Library001.51 S498C 1988CHECK SHELVES
Communication Arts Library001.51 S498C 1988CHECK SHELVES

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