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Communication theories : origins, methods, and uses in the mass media

Author: Werner J Severin; James W Tankard
Publisher: New York : Longman, ©1997.
Edition/Format:   Print book : English : 4th edView all editions and formats
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Additional Physical Format: Online version:
Severin, Werner J. (Werner Joseph).
Communication theories.
New York : Longman, ©1997
(OCoLC)606099151
Document Type: Book
All Authors / Contributors: Werner J Severin; James W Tankard
ISBN: 0801317037 9780801317033
OCLC Number: 34989950
Description: xiv, 424 pages : illustrations ; 24 cm
Contents: Preface --
pt. I. The Changing Media Landscape --
Ch. 1. Introduction to Mass Communication Theory --
pt. II. Scientific Method and Models of Mass Communication --
Ch. 2. Scientific Method --
Ch. 3. Models in Mass Communication Research --
pt. III. Perception and Language Issues in the Mass Media --
Ch. 4. The Role of Perception in Communication --
Ch. 5. Problems in Encoding --
Ch. 6. Analysis of Propaganda: First Theories of Decoding and Effects --
Ch. 7. The Measurement of Readability --
pt. IV. The Social-Psychological Approach --
Ch. 8. Cognitive Consistency and Mass Communication --
Ch. 9. Theories of Persuasion --
Ch. 10. Groups and Communication --
Ch. 11. Mass Media and Interpersonal Communication --
pt. V. Mass Media Effects and Uses --
Ch. 12. Agenda Setting --
Ch. 13. The Knowledge-Gap Hypothesis --
Ch. 14. Effects of Mass Communication --
Ch. 15. Uses of the Mass Media --
pt. VI. The Media as Institutions --
Ch. 16. Mass Media in Modern Society --
Ch. 17. Media Chains and Conglomerates --
pt. VII. Bringing It All Together --
Ch. 18. The Overall Picture --
Index.
Responsibility: Werner J. Severin, James W. Tankard, Jr.

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