| Description |
1 online resource (xv, 241 pages) : illustrations. |
| Physical Medium |
polychrome |
| Description |
text file |
| Series |
LEA's communication series
|
|
LEA's communication series.
|
| Bibliography |
Includes bibliographical references and index. |
| Contents |
Beyond media effects to constructing social reality -- Interpreting media messages -- Distorting reality -- The interaction between people and media -- Understanding the nature of media industries -- Understanding nature of media audiences -- From media effects to constructing social reality -- Early communication theory -- Media's limited effects -- The 1970s and 1980s: alternative perspectives -- The cognitive revolution of the 1980s and 1990s -- Cognitive theory -- Media literacy -- Interpreting and misinterpreting media information -- The constructionism model -- Studying constructionism -- Using multiple methodologies -- Constructing media messages -- Attracting and maintaining the attention of the audience -- Redefining mass communication -- The profit motive -- The mass audience -- The segmented audience -- Media as big business -- Publishing houses, movie studios, and cable networks -- Personalized media in a global communications environment -- Partnerships and cross-media marketing strategies -- Electronic publishing -- Electronic books -- Selling books, films, and videos -- Newspapers, radio, and television -- Winds of change and the Telecommunications Act of 1996 -- Regulatory changes on the horizon -- The Internet and the World Wide Web -- Persuading the media audience -- Persuading the audience -- Communication campaigns -- Balance and dissonance theory -- Selective perception: exposure, attention, and interpretation -- The central and peripheral routes to attitude change. |
| Local Note |
eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America |
| Subject |
Mass media -- Audiences.
|
|
Mass media -- Audiences. |
| Genre/Form |
Electronic books.
|
| Other Form: |
Print version: Wicks, Robert H. Understanding audiences. Mahwah, N.J. : Lawrence Erlbaum Associates, 2000 0805836470 (DLC) 00034757 (OCoLC)44046924 |
| ISBN |
0585354103 (electronic book) |
|
9780585354101 (electronic book) |
|
9781410601018 |
|
1410601013 |
|
0805836470 |
|
9780805836479 |
|
