Milestones in Mass Communication Research

by Lowery, Shearon A.; DeFleur, Melvin L.

• ISBN13: 9780801314377
• ISBN10: 0801314372
• Edition: 3rd
• Format: Paperback
• Copyright: 1994-12-31
• Publisher: Pearson

Summary

Milestones in Mass Communication Research,3/e offers an impressive history of mass communication research over the past 60 years and emphasizes media effects.

Table of Contents

Foreword	vii
Preface	xi
Research as a Basis for Understanding Mass Communication	1	(20)
How the Milestones Were Selected	2	(2)
The Unsystematic Progression of Mass Communication Research	4	(1)
Conceptualizing Mass Society	5	(7)
The Magic Bullet Theory as a Point of Departure	12	(2)
The Development of the Tools of Research	14	(3)
Research Begins	17	(1)
Notes and References	18	(3)
The Payne Fund Studies: The Effects of Movies on Children	21	(24)
Overview of the Payne Fund Studies	24	(5)
Studies of Social Attitudes, General Conduct, and Delinquent Behavior	29	(11)
Conclusions and Implications	40	(2)
Notes and References	42	(3)
The Invasion from Mars: Radio Panics America	45	(24)
The Mercury Theatre and The War of the Worlds	46	(7)
The Research	53	(12)
Conclusions and Implications	65	(2)
Notes and References	67	(2)
The People's Choice: The Media in a Political Campaign	69	(24)
The Research Procedures	72	(4)
The Results	76	(14)
Conclusions and Implications	90	(2)
Notes and References	92	(1)
Audiences for DayTime Radio Serials: Uses and Gratifications	93	(22)
The Beginnings of a Discipline	94	(1)
The Office of Radio Research	95	(1)
Comparing Listeners and Nonlisteners	96	(11)
Uses and Gratifications Provided by Listening	107	(3)
Conclusions and Implications	110	(2)
Notes and References	112	(3)
The Iowa Study of Hybrid Seed Corn: The Adoption of Innovation	115	(20)
Innovations as a Basis of Social Change	116	(4)
The Contribution of Rural Sociology	120	(2)
The Diffusion of Hybrid Seed Corn in Two Iowa Communities	122	(5)
Implications	127	(4)
Conclusions	131	(2)
Notes and References	133	(2)
Experiments with Film: Persuading The American Soldier in World War II	135	(30)
The Nation at War	136	(5)
The Film Evaluation Studies	141	(15)
Additional Studies of Persuasion	156	(5)
Conclusions and Implications	161	(2)
Notes and References	163	(2)
Communication and Persuasion: The Search for The Magic Keys	165	(24)
The Research Program	166	(4)
The Experiments and Their Findings	170	(15)
Conclusions and Implications	185	(3)
Notes and References	188	(1)
Personal Influence: The Two-Step Flow of Communication	189	(24)
The Part Played by People: The Need For a New Approach	191	(4)
The Decatur Study of Opinion Leaders	195	(7)
The Findings	202	(7)
Conclusions and Implications	209	(1)
Notes and References	210	(3)
Project Revere: Leaflets as a Medium of Last Resort	213	(26)
Leaflets as a Medium of Last Resort	215	(1)
Project Revere	216	(8)
The Repetition Experiment	224	(11)
Conclusions and Implications	235	(2)
Notes and References	237	(2)
Television in the Lives of Our Children: The Early Years	239	(26)
The Research Program	241	(5)
The Findings	246	(14)
Conclusions and Implications	260	(3)
Notes and References	263	(2)
The Agenda-Setting Function of the Press: What to Think About	265	(26)
The Development of the Hypothesis	267	(3)
The Charlotte Study	270	(17)
Conclusions and Implications	287	(1)
Notes and References	288	(3)
Violence and the Media: The Turbulent Sixties	291	(24)
The Media Task Force Report	294	(2)
The Research Findings	296	(13)
Conclusions and Implications	309	(4)
Notes and References	313	(2)
The Surgeon General's Report: Television and Social Behavior	315	(28)
Overview of the Research Reports	317	(20)
The Firestorm of Criticism and the Senate Hearings	337	(2)
Conclusions and Implications	339	(2)
Notes and References	341	(2)
Television and Behavior: Ten Years of Progress	343	(36)
The Project and the Organization of the Report	344	(2)
Television Violence as a Cause of Aggression	346	(8)
Prosocial Behavior	354	(4)
Cognitive Aspects of Television	358	(2)
Additional Influences on Individuals and Society	360	(12)
Conclusions and Implications	372	(3)
Notes and References	375	(4)
The Lessons of the Milestones	379	(26)
Looking Back: A Review of Major Findings	380	(19)
Focused Theories to Which the Milestones Contributed	399	(5)
Notes and References	404	(1)
Index	405