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9780395871126

Understanding Mass Communication

by
  • ISBN13:

    9780395871126

  • ISBN10:

    0395871123

  • Edition: 6th
  • Format: Paperback
  • Copyright: 1997-12-15
  • Publisher: Wadsworth Publishing
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Supplemental Materials

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Table of Contents

Preface xv
Introduction: The Nature of Mass Communication
1(29)
Part One Print Media
Books: The Oldest Mass Medium
30(30)
Newspapers: The First Medium for the Mass Society
60(37)
Magazines: Voices for Many Interests
97(31)
Part Two Audio, Visual, Multimedia
Film: Moving Pictures as a Medium
128(34)
Radio: The First Broadcast Medium
162(28)
Television: The Most Popular Medium
190(27)
The New Media: Computers and Communication
217(19)
Part Three Media Industries and Audiences
News: The Information Function of the Press
236(43)
Popular Culture: Entertainment, Sports, and Music
279(28)
Advertising: Using the Media in the Marketplace
307(33)
Public Relations: Influencing Images and Actions
340(31)
The Audience: Demographics of the American Audience
371(38)
International Media: Communication Across Borders
409(17)
Part Four Media Influences and Issues
Limited Effects: Short-Term Media Influences on Individuals
426(32)
Powerful Effects: Media Influences on Society and Culture
458(32)
Controls: Policies, Politics, and the Media
490(35)
Ethics: Assessing the Behavior of the Media
525(24)
Notes and References 549(15)
Glossary 564(13)
Index 577

Supplemental Materials

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