Author | Severin, Werner J |
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Title | Communication theories : origins, methods, uses / Werner J. Severin and James W. Tankard |
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Imprint |
New York : Longman, 1988 |
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Edition |
2nd ed |
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Descript |
xi, 351 p. 24 cm |
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CONTENT
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
SUBJECT
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Communication
LOCATION | CALL# | STATUS |
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Communication Arts Library | 001.51 S498C 1988 |
CHECK SHELVES
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Communication Arts Library | 001.51 S498C 1988 |
CHECK SHELVES
|