| Description |
xi, 351 pages : illustrations ; 25 cm |
| Contents |
Introduction -- Scientific method -- Models in science and communication research -- Information theory -- General semantics : a look at encoding -- The measurement of readability -- Measuring connotative meaning : the semantic differential -- Propaganda -- Perception and communication -- Groups and communication -- Cognitive consistency and mass communication -- Beginnings of attitude-change research -- Further developments in attitude-change research -- Mass media and interpersonal communication -- Mass media in modern society -- Media chains and conglomerates -- Agenda setting -- The knowledge gap hypothesis -- Uses of the mass media -- Effects of mass communications -- The overall picture |
| Summary |
Designed for students of mass communication, Communication Theories puts the pragmatic uses and applications of communication theory and research into perspective |
| Analysis |
Communication Effects of mass media |
| Notes |
Includes index |
| Bibliography |
Includes bibliographies and index |
| Subject |
Communication.
|
| Author |
Tankard, James W.
|
| LC no. |
87015748 |
| ISBN |
0582285747 (paperback) |
|
0801300487 |
|
