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AuthorSeverin, Werner J
TitleCommunication theories : origins, methods, and uses in the mass media / Werner J. Severin and James W. Tankard, Jr
Imprint New York : Addison Wesley Longman, 2001
Edition 5th ed
Descript xv, 411 p.; 24 cm

CONTENT

Part I: The changing media landscape: Introduction to mass communication theory -- Part II: Scientific method and models of mass communication: Scientific method -- Models in mass communication research -- Part III: Perception and language issues in the mass media: The role of perception in communication -- Problems in encoding -- Analysis of propaganda: first theories of decoding and effects -- Part IV: The social-psychological approach: Cognitive consistency and mass communication -- Theories of persuasion -- Groups and communication -- Mass media and interpersonal communication -- Part V: Mass media effects and uses: Agenda setting -- The knowledge-gap hypothesis -- Effects of mass communication -- Uses of the mass media -- Part VI: Media channels: Mass media in modern society -- Media chains and conglomerates -- Theories of cyber communication -- Part VII: Bringing it all together: The overall picture


Mass Media Communication

LOCATIONCALL#STATUS
Communication Arts Library001.51 S498C 2001CHECK SHELVES

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