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The Fifth Edition of this bestselling textbook provides a comprehensive, non-technical introduction to the range of approaches to understanding mass communication. Fully revised, and with new student-friendly features, Mc Quail's Mass Communication Theory offers an integrated treatment of the major components of mass communication - the sender, the message, and the audience; considers all the diverse forms of mass communication in contemporary societies - television, radio, newspapers, film, music, the Internet and other forms of new media; and demonstrates how theories of mass communication relate to the broader understanding of society and culture.
PART ONE: PRELIMINARIES Introduction to the Book The Rise of Mass Media PART TWO: THEORIES Concepts and Models for Mass Communication Theory of Media and Theory of Society Mass Communication and Culture New Media - New Theory?
Normative Theory of Media and Society PART THREE: STRUCTURES Media Structure and Performance Principles and Accountability Media Economics and Governance Global Mass Communication PART FOUR: ORGANIZATIONS The Media Organization Pressures and Demands The Production of Media Culture PART FIVE: CONTENT Media Content Issues, Concepts and Methods of Analysis Media Genres and Texts PART SIX: AUDIENCES Audience Theory and Research Traditions Audience Formation and Experience PART SEVEN: EFFECTS Processes and Models of Media Effects Socio-Cultural Effects News, Public Opinion and Political Communication Epilogue The Future of Mass Communication