A textbook for undergraduate students intending to pursue careers in the mass media, and appropriate for a graduate course introducing mass communication theory. No dates are noted for earlier editions, but the fifth drops the chapter on readability research and adds one on cyber communication. The sections cover the changing landscape, scientific methods and models, perception and language issues, the social- psychological approach, effects and uses, media channels, and the overall picture.
I. THE CHANGING MEDIA LANDSCAPE.
1. Introduction to Mass Communication Theory.
II. SCIENTIFIC METHOD AND MODELS OF MASS COMMUNICATION.
2. Scientific Method.
3. Models in Mass Communication Research.
III. PERCEPTION AND LANGUAGE ISSUES IN THE MASS MEDIA.
4. The Role of Perception in Communication.
5. Problems in Encoding.
6. Analysis of Propaganda: First Theories of Decoding and Effects.
IV. THE SOCIAL-PSYCHOLOGICAL APPROACH.
7. Cognitive Consistency and Mass Communication.
8. Theories of Persuasion.
9. Groups and Communication.
10. Mass Media and Interpersonal Communication.
V. MASS MEDIA EFFECTS AND USES.
11. Agenda Setting.
12. The Knowledge-Gap Hypothesis.
13. Effects of Mass Communication.
14. Uses of the Mass Media.
VI. MEDIA CHANNELS.
15. Mass Media in Modern Society.
16. Media Chains and Conglomerates.
17. Theories of Cyber Communication.
VII. BRINGING IT ALL TOGETHER.
18. The Overall Picture.