Title: The effects of mass communication
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."
Subjects: Communication, Communications research, Mass media, Research, Social aspects, Social aspects of Communication, Social aspects of Mass media, Comunicacao De Massa, Comunicacao De Massa (Aspectos Sociais), Comunicación, Investigación