Introduction to Communication Studies / Edition 2

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In the second edition of this widely-used introductory text John Fiske draws upon the main authorities in the field, from Shannon and Weaver's Communication Theory to Saussure's structural linguistics and Peirce's Semiotics. He examines the two main

schools: seeing communication as the encoding, transmission, and decoding of messages; and viewing communication as the generation of meanings.

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Product Details

  • ISBN-13: 9780415046718
  • Publisher: Routledge
  • Publication date: 10/28/1990
  • Series: Studies in Communication
  • Edition description: 2nd ed
  • Edition number: 2
  • Pages: 256
  • Lexile: 1240L (what's this?)

Meet the Author

John Fiske is Professor Emeritus in the Department of Communication Arts at the University of Wisconsin-Madison, USA.

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Table of Contents




Shannon and Weaver's Model (1949)

Redundancy and Entropy

Channel, Medium, Code


Suggestions for Further Work


Gerbner's Model (1956)

Lasswell's Model (1948)

Newcomb's Model (1953)

Westley and MacLean's Model (1957)

Jakobson's Model (1960)

Models and Modelling

Suggestions for Further Work


Signes and Meaning

Categories of



The Organization of Signs

Suggestions for Further Work


Codes: Basic Concepts

Analogue and Digital Codes

Presentational Codes

Non-Verbal Communication

Elaborated and Restricted Codes

Broadcast and Narrowcast Codes

Codes and


Convention and Use

Arbitrary Codes (or Logical Codes)

Aesthetic Codes

Suggestions for Further Work





S for Further Work


`A Grief Ago': Poetic


Pasta: Visual Metaphor

Notting Hill: Realistic Metonym

Suggestions for Further Work


Categorization and Binary Oppositions

Anomalous Categories

Structured Repetition

Boundary Rituals

Nature and


The Structure of Myth

The Structure of Mass Culture

Application 1: `The Searchers'

Application 2: The `Weekly World News'

Myth and Social Values



Content Analysis

Content Analysis and Cultural Values



Uses and Gratifications Theory

Audience Ethnographies

Suggestions for Further Work

Signification and Culture


Signs: Ideology: Meanings

Understanding Ideology

Ideological Analysis


Suggestions for Further Work


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