Mass Communication Theory: An Introduction - Softcover

The first edition of this classic work established itself as the finest introduction to the study of mass communication theory available. It has received unanimous critical acclaim throughout the world. @3In this completely revised and expanded second edition, Professor McQuail again provides a brisk, elegantly organized and comprehensive textbook for students at all levels of communication studies. The text has been largely rewritten to achieve three goals: to update and take account of recent theory and research; to expand, by about twenty per cent, in order to reflect the continuing growth of the field; and to clarify and improve presentation to make ideas more accessible. @3In addition, it contains several new features. First, more attention is paid to new electronic media and to the implications of changes in communications technologies for theory. Second, there are a number of new illustrations designed to summarize major points of theory. Third, more emphasis is placed on the evolution of normative theories of media with which to assess media performance'. @3Communication is changing and becoming more central in society. Thus, contends Denis McQuail, it is no longer justifiable to examine the field in terms of the traditional mass media alone or from the viewpoint of only one of the social sciences such as sociology. This book will contribute greatly to the development of a broader framework for the study of communication science'.