Mass Communication Theory An Introduction Book

The fully revised edition of this successful textbook provides a comprehensive, nontechnical introduction across the whole range of approaches to understanding mass communication. The text offers an integrated treatment of the major components of mass communication - the sender, the message the audience. It encompasses the diverse forms of mass communication in contemporary societies - television, radio, newspapers, film, music, and electronic, cable and satellite technologies. Throughout, Denis McQuail shows how theories of mass communication relate to the broader understanding of society and culture.The Third Edition has been updated and rewritten to take account of recent theory and research, and to improve the clarity of both text and presentation. Topics given greater attention than before include gender relations, globalization of communication, research on audiences and reception, media structures and institutions and the evaluation of media performance.Previous editions have been widely used internationally and translated into several languages. From the reviews:'An excellent, comprehensive survey of the whole range of thinking on mass media, including definitions, approaches, functions in society, production, organizations, and analyses of media content' - Intermedia 'The most widely used and most intelligent single introduction for use as a text, for the general reader and as a condensed reference work. For people who want to read a single intelligent work on mass communication... this is the work' - Media Information AustraliaRead More