McQuail's Mass Communication Theory
SAGE, 20.05.2005 - 616 Seiten
The Fifth Edition of this bestselling textbook provides a comprehensive, non-technical introduction to the range of approaches to understanding mass communication. Fully revised, and with new student-friendly features, McQuail's Mass Communication Theory offers an integrated treatment of the major components of mass communication - the sender, the message, and the audience; considers all the diverse forms of mass communication in contemporary societies - television, radio, newspapers, film, music, the Internet and other forms of new media; and demonstrates how theories of mass communication relate to the broader understanding of society and culture.
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From the beginning to mass media
Differences between media
Media Economics and Governance
Global Mass Communication
Questions of audience reach
The why of media use
An integrated model of audience choice
Normative framing of media use
Audience Formation and Experience
The end of the audience?
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