| Edition |
Rev. ed. |
| Description |
ix, 997 pages : illustrations ; 24 cm |
| Bibliography |
Includes bibliographical references (pages 967-979). |
| Note |
Includes indexes. |
| Contents |
Part 1. The nature of communication between humans / Wilbur Shcramm. Media and messages of mass communication. Media as a communication institution / Introduction -- 1. Mass media as social systems / Melvin L. Defleur -- 2. The structure and function of communication in society / Harold D. Lasswell -- 3. The medium is the message / Marshall Mcluhan -- 4. From news-gathering to news making: a flood of pseudo-events / Daniel J. Boorstin -- 5. The negro and the news: a case study / William L. Rivers --5. The unique perspective of television and its effect: a pilot study / Kurt Lang, Gladys Engel Lan -- Audiences of mass communication. The nature of an audience / Introduction -- 6. Communication research and the concept of the mass / Eliot Freidson -- 7. Selective exposure to information: a critical review / David O. Sears, J.L. Freedman -- 8. Perceiving the world / David Krech, Richard S. Crutchfield -- 9. The world outside and the pictures in our heads / Walter Lippmann -- 10. The evasion of propaganda: how prejudiced people respond to anti-prejudice propaganda / Eunice Cooper, Marie Jahoda -- 11.They saw a game: a case study / Albert H. Hastorf, Hadley Cantril -- 12. The indexing process in communication / Percy H. Tannenbaum -- 13. The obstinate audience: the influence process from the point of view of social communication / Raymond A. Bauer -- Part 2. The nature of communication effects / Donald F. Roberts -- Attitudes, information and effect. Approaches to the study of mass communication effects: attitudes and information / Introduction. 14. Processes of opinion change / Herbert C. Kelman -- 15. Some principles of mass persuasion: selected findings of research on the sale of U.S. war bonds / Dorwin Cartwright -- 16. Some reasons why information campaigns fail / Herbert H. Hyman, Paul B. Sheatsley -- 17. The effect of presenting "one side" versus "both sides" in changing opinions on a controversial subject / Carl I. Hovland, Arthur A. Lumsdaine, Fred D. Sheffield -- 18. The impact of television advertising: learning without involvement / Herbert E. Krugman -- 19. Reconciling conflicting results derived from experimental and survey studies of attitude change / Carl I. Hovland -- Social Effects. Social consequences of mass communications / Introduction -- 20. Communication in crisis / Wilbur Schramm -- 21. Mass communication, popular taste, and organized social action / Paul F. Lazarsfeld, Robert K. Merton -- 22. The invasion from Mars / Hadley Cantril -- 23. Children's learning from the mass media / Donald F. Roberts, Wilbur Schramm -- 24. The effect of media violence on social learning / Alberta E. Siegel -- Public opinion and politics. Social consequences of mass communications / Introduction -- 25. The significance of communication / Charles H. Cooley -- 26. Political processes: the role of the mass media / Bernard R. Berelson, Paul F. Lazarsfeld, William N. MCphee -- 27. The mass media and voting / Kurt Lang, Gladys Engel Lang -- 28. The debates in the light of research: a survey of surveys / Elihu Katz, Jacob J. Feldman -- Innovation and change. Communication, innovation, and change / Introduction -- 29. The social itinerary of technical change: two studies of the diffusion of innovation / Elihu Katz -- 30. Research needed on adoption models / Joe M. Bohlen -- 31. Motivation, communications research, and family planning / M. Brewster Smith -- 32. Campaigns, communications, and development in communist China / Frederick T. C. Yu -- 33. Toward a communication theory of modernization: a set of considerations / Daniel Lerner. The technological future of mass communication. Implications of the new communication technology / Introduction -- 34. The social effects of communication technology / Herbert Goldhamer -- 35. Beyond Babel: the century of the communication satellite / Arthur C. Clarke. |
| Subject |
Mass media.
|
|
Mass media. |
| Indexed Term |
mass communication readings |
| Added Author |
Schramm, Wilbur, 1907-1987.
|
|
Roberts, Donald F.
|
| ISBN |
0252001974 |
|
9780252001970 |
|
