TY  - BOOK
AU  - McQuail,Denis
TI  - Mcquail's mass communication theory
SN  - 9781849202923
U1  - 302.2 
PY  - 2010///
CY  - London, Thousand Oaks
PB  - Sage
KW  - Mass media
N1  - Pt. 1. Preliminaries.
Ch. 1. Introduction to the book.
Ch. 2. The rise of mass media --
Pt. 2. Theories.
Ch. 3. Concepts and models for mass communication
Ch. 4. Theory of media and society
Ch. 5. Mass communication and culture
Ch. 6. New media-new theory?
Ch. 7. Normative theory of media and society --
Pt. 3.  Structures.
Ch. 8. Media structure and performance: principles and accountability.
Ch. 9. Media economics and governance.
Ch. 10. Global mass communication --
Pt. 4. Organizations.
Ch. 11. The media organization: pressures and demands.
Ch. 12. The production of media culture --
Pt. 5. Content.
Ch. 13. Media content: issues, concepts and methods of analysis.
Ch. 14. Media genres and text --
Pt. 6. Audiences.
Ch. 15. Audience theory and research traditions.
Ch. 16. Audience formation and experience --
Pt. 7. Effects.
Ch. 17. Processes and models of media effects.
Ch. 18. Social-culture effects.
Ch. 19. New, public opinion and political communication --
Pt. 8. Epilogue.
Ch. 20. The future of mass communication
N2  - McQuail's Mass Communication Theory has been the benchmark for studying mass communication theory for more than 25 years. It remains the most authoritative and comprehensive introduction to the field and still offers unmatched coverage of the research literature
ER  -