Dynamics of Mass Communication with OLC / Edition 6

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Written by one of the disciplines top scholars,The Dynamics of Mass Communication is one of the most thorough treatments of mass communications available. It offers a comprehensive introduction to the field,covering all the major media,from books,magazines and newspapers to radio,film,TV,cable,and the new technologies. As with previous editions,this fifth edition features Dominick's student-friendly writing style illustrated through humor,examples and anecdotal boxes; and his strong coverage of international communication and career opportunities in the media.
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Product Details

  • ISBN-13: 9780072359688
  • Publisher: McGraw-Hill Companies, The
  • Publication date: 6/28/1999
  • Edition description: Older Edition
  • Edition number: 6
  • Pages: 608
  • Product dimensions: 8.00 (w) x 10.00 (h) x 0.40 (d)

Table of Contents

Pt. 1 The Nature and Function of Mass Communication Systems 1
Ch. 1 Communication: Mass and Other Forms 3
Ch. 2 Uses and Functions of Mass Communication 32
Ch. 3 The Global Village: International and Comparative Mass Media Systems 55
Pt. 2 The Print Media 77
Ch. 4 History of the Print Media 79
Ch. 5 Structure of Newspaper Industry 113
Ch. 6 Structure of Magazine Industry 136
Ch. 7 Structure of the Book Industry 154
Pt. 3 The Electronic Media 171
Ch. 8 History of Radio and Recording 173
Ch. 9 Structure of the Radio Industry 204
Ch. 10 Structure and Recording Industry 224
Ch. 11 History of Film and Television 246
Ch. 12 Structure of the Motion Picture Industry 281
Ch. 13 Structure of the Television Industry 301
Pt. 4 Special Mass Media Professions 335
Ch. 14 News Gathering and Reporting 337
Ch. 15 The Structure of the Public Relations Industry 361
Ch. 16 The Structure of the Advertising Industry 377
Pt. 5 Regulation of the Mass Media 399
Ch. 17 Formal Control: Laws, Rules, Regulations 401
Ch. 18 Informal Controls: Ethics, Codes, Self-Regulations, and External Pressures 433
Pt. 6 Mass Media Audiences 459
Ch. 19 Audience Characteristics and Patterns of Use 461
Ch. 20 Mass Media Feedback Systems 483
Pt. 7 The Social Impact of Mass Communication 509
Ch. 21 Effects of Mass Communication on Knowledge and Attitudes 511
Ch. 22 The Effects of Mass Communication on Behavior 538
Pt. 8 Mass Communication and the Future 565
Ch. 23 Mass Media in the Future 567
Glossary 591
Index 605
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