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This bestselling text locates specific issues in classical sociological and psychological theories and links them to mass communication, identifying various ways in which both individuals and society itself depend on information provided by mass communication.
- Sales Rank: #9159394 in Books
- Brand: Brand: Prentice Hall Press
- Published on: 1978-05-30
- Original language: English
- Number of items: 1
- Binding: Paperback
- 304 pages
- Used Book in Good Condition
Most helpful customer reviews
2 of 2 people found the following review helpful.
Overview of Mass Communication Theories
By Dr. W. G. Covington, Jr.
Logically enough the authors begin with a chronological sequence of events in the study of mass communication. They talk about the theories, assumptions, and personalities who shaped the field in its infancy. Various media forms are given attention in subsequent chapters.
A seque is made to viewing media holistically from a systems perspective. From here we're taken to a discussion of media effects. This section of the book starts with the assumptions of the magic bullet theory in the early days of media research. It is explained how these assumptions and early theoretical works proved inadequate to explain the complexities of the actual workings of media upon audiences.
In the final section of the book media in contemporary society is addressed. This book accomplishes its goal of providing a history of media research and bringing readers up to date on current theoretical thought.
6 of 6 people found the following review helpful.
Excellent Mass Comm Theories
By A Customer
This book was excellent at explaining in detail some excellent well known and lesser known mass comm theories. Not only does the book give excellent theories but also gives numerous examples of how these theories apply to daily life and the many facets of communication as a whole. Well worth the price and the time. Especially helpful if working on a thesis.
2 of 2 people found the following review helpful.
A book that is strong in both history and theory
By Edward J. Lordan
DeFleur does an excellent job of first providing the historical background for each theory, then moving on to provide both detail and context for the most significant theories in mass media development.
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