Mass Communication Theory

Fülszöveg

Uhe first edition of this dassic work established itself as the finest introduction to the study of mass communication theory available and has received unanimous critical acdaim from scholars throughout the world.
In this new, completely revised and expanded second edition, Professor McQuail again provides a brisk, elegantly organized and comprehensive textbook for students at all levels of communication studies. The text has been largely rewritten to achieve three goals: to update and take account of recent theory and research; to enlarge by about twenty per cent in order to reflect the continuing expansion of the field; and to darify and improve presentation to make ideas more accessible.
In addition, it contains several new features. First, more attention is paid to new electronic média and to the implications of changes in communication technologies for theory. Second, there are a number of new illustrations designed to summarize major points of theory. Third, more emphasis... Tovább

Fülszöveg

Uhe first edition of this dassic work established itself as the finest introduction to the study of mass communication theory available and has received unanimous critical acdaim from scholars throughout the world.
In this new, completely revised and expanded second edition, Professor McQuail again provides a brisk, elegantly organized and comprehensive textbook for students at all levels of communication studies. The text has been largely rewritten to achieve three goals: to update and take account of recent theory and research; to enlarge by about twenty per cent in order to reflect the continuing expansion of the field; and to darify and improve presentation to make ideas more accessible.
In addition, it contains several new features. First, more attention is paid to new electronic média and to the implications of changes in communication technologies for theory. Second, there are a number of new illustrations designed to summarize major points of theory. Third, more emphasis is placed on the evolution of normative theories of média with which to assess 'média performance'.
Communication is changing and becoming more central in society. Thus, contends Professor McQuail, it is no longer justifiable to examine the field in terms of the traditional mass média alone or from the viewpoint of only one of the social sciences, such as sociology. This book will contribute greatly to the development of a broader framework for the study of 'communication science'.
Denis McQuail is Professor of Mass Communication at the University of Amsterdam and Director of the Netherlands Press Foundation. He has recently edited (with Karén Siune) New Media Politics (Sage, 1986) and is an editor of The European Journal of Communication. His research has induded the effects of political communication, the effectiveness of educational television, content analysis and audience research. The first edition of Moss Communication Theory has been translated into four languages, induding |apanese. Vissza