The effects of mass communication

Description:

This book is "primarily a collation of the findings of published research. Part I deals with mass communication as an agent of persuasion. Part II deals with the effects of specific kinds of media content." A new orientation is suggested: the "Phenomenistic" approach which "is in essence a shift away from the tendency to regard mass communication as a necessary and sufficient cause of audience effects, toward a view of the media as influences, working amid other influences, in a total situation."

subjects: Communication,  Communications research,  Mass media,  Research,  Social aspects,  Social aspects of Communication,  Social aspects of Mass media,  Comunicacao De Massa,  Comunicacao De Massa (Aspectos Sociais),  Comunicación,  Investigación