The effects of mass communication.
Series: Foundations of communications research
Publisher: Free Press
Published: 1960
Place of publication: Glencoe, Ill
Language: eng
Number of pages: 302
Subjects: Mass media -- Social aspects; Communications research
Description: This book is "primarily a collation of the findings of published research. Part I deals with mass communication as an agent of persuasion. Part II deals with the effects of specific kinds of media content." A new orientation is suggested: the "Phenomenistic" approach which "is in essence a shift away from the tendency to regard mass communication as a necessary and sufficient cause of audience effects, toward a view of the media as influences, working amid other influences, in a total situation."
Notes: Includes bibliography.
Thesis--Columbia University.
Thesis statement on label mounted on t.p.