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How have the media come to be organised the way they are? How do the media actually function? How does the flow of information from the media to audiences affect people, both individuals and collectively? Two prominent researchers in the field of mass communication explore these questions and much more in their successful text, which remains the most comprehensive resource available on the history and development of the different media. This important revision has undergone extensive updating and now incorporates - a 4 colour layout - decreased page count - updated research and data - an increased emphasis on the diversity within the industry The hallmark of Understanding Mass Communication through its editions has been its comprehensive coverage and authoritative use of research and this new seventh edition will contribute significantly to the retention of that hallmark.
| ISBN | 0618128573 | | Pages | 592 | | ISBN13 | 9780618128570
(What's this?) | | Volumes | 1 | | Publisher | Houghton Mifflin | | Weight (grammes) | 940 | | Imprint | Houghton Mifflin (Academic) | | Published in | Boston | | Format | Paperback | | Previous ISBN | 9780395871126 | | Publication date | 17 Aug 2001 | | Height (mm) | 230 | | Library of Congress | P90.D443 2 | | Width (mm) | 197 | | DEWEY | 302.23 | | Spine width (mm) | 19 | | DEWEY edition | DC21 | | Academic level | Tertiary education, Professional / Scholarly |
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Chapter 1. Mass Communication And Mass Media 2. Books - The First and Most Respected Mass Medium 3. Newspapers - News and The News Media 4. Magazines - Voices for Many Interests 5. Motion Pictures - The Great Entertainer 6. Radio - The First Broadcast Medium 7. Television - The Most Influential Medium 8. The New Media - Communication For The Digital Age 9. International Communication and Global Media 10. Popular Culture - Entertainment, Sports and Music 11. Advertising -Using Media in the Marketplace 12. Public Relations - Influencing Beliefs, Attitudes and Actions 13. The Audience - Characteristics Of Users Of The Media 14. Controls - Politics, Policies and Economics 15. Media Effects - Explaining the Processes and Influences of Mass Communication 16. Ethics - Assessing Media Behaviour and Content
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