Communication Theories: Origins, Methods and Uses in the Mass Media,9780801317033

Communication Theories: Origins, Methods and Uses in the Mass Media

by ;
Edition: 5th
ISBN13: 9780801317033
ISBN10: 0801317037
Format: Paperback
Pub. Date: 2001-01-01
Publisher(s): Allyn & Bacon
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Summary

Introduces the theories, foundations, and research methodology of mass communication. Discusses the radical developments in communication technology, multimedia and the internet that are essentially redefining mass communication. New revised edition. Paper. DLC: Mass media.

Table of Contents

Preface xiii
PART I THE CHANGING MEDIA LANDSCAPE 1(20)
CHAPTER 1 INTRODUCTION TO MASS COMMUNICATION THEORY
3(18)
The Concept of Mass Communication
4(1)
The New Media Environment
5(6)
The Role of Theory
11(1)
The Goals of Mass Communication Theory
12(1)
The Effects of Mass Communication
13(2)
Changes in Mass Communication Theory
15(1)
Theoretical Questions Raised by Changes in the Media Environment
16(1)
Conclusions
17(1)
Discussion
17(1)
References
18(3)
PART II SCIENTIFIC METHOD AND MODELS OF MASS COMMUNICATION 21(50)
CHAPTER 2 SCIENTIFIC METHOD
23(22)
Imagination in Science
24(2)
The Cumulative Nature of Science
26(1)
Scientific Generalizations about Reality
27(1)
Scientific Hypotheses
27(1)
Safeguards against Bias and Fraud
28(2)
Ethics and Fraud in Science
30(1)
The Process of Scientific Inquiry
31(1)
Acquiring Empirical Data
32(6)
Reasoning about the Data
38(2)
Conclusions
40(1)
Discussion
40(1)
References
41(4)
CHAPTER 3 MODELS IN MASS COMMUNICATION RESEARCH
45(26)
Functions of a Model
46(1)
Evaluation of a Model
46(1)
Some Early Communication Models
47(4)
The Delivery of Useful Information
51(2)
Information Theory Applied
53(4)
Osgoods's Model
57(1)
The Schramm Models
58(1)
Newcomb's Symmetry Model
59(1)
The Westly-MacLean Model
60(2)
The Gerbner Model
62(2)
A Schema Theory of Information Processing
64(3)
Conclusions
67(1)
Discussion
68(1)
References
68(3)
PART III PERCEPTION AND LANGUAGE ISSUES IN THE MASS MEDIA 71(86)
CHAPTER 4 THE ROLE OF PERCEPTION IN COMMUNICATION
73(18)
Influences on Perception
74(4)
Perception and Mass Communication
78(2)
Other Selective Processes
80(2)
Models of Information Processing
82(1)
Schema Theory
83(1)
Subliminal Perception
84(2)
Perception of Pictures
86(2)
Conclusions
88(1)
Discussion
88(1)
References
89(2)
CHAPTER 5 PROBLEMS IN ENCODING
91(18)
Characteristics of Language
91(6)
Misuses of Language
97(3)
Three Kinds of Statements
100(2)
Studies of Objectivity
102(4)
Implications for Encoding
106(1)
Conclusions
107(1)
Discussion
107(1)
References
107(2)
CHAPTER 6 ANALYSIS OF PROPAGANDA: FIRST THEORIES OF DECODING AND EFFECTS
109(24)
What Is Propaganda?
109(3)
The Propaganda Devices
112(13)
Effectiveness of Propaganda Devices
125(3)
Conclusions
128(1)
Discussion
128(1)
References
129(4)
CHAPTER 7 THE MEASUREMENT OF READABILITY
133(24)
The History of Readability Measurement
134(2)
The Flesch Formulas
136(2)
Using a Formula
138(1)
The Fry Graph for Estimating Readability
139(1)
Applications of Readability Formulas
139(8)
Cloze Procedure
147(2)
Newer Approaches to Readability Measurement
149(2)
The "Writeability" Movement
151(1)
Readability Measurement in Other Languages
152(1)
Conclusions
152(1)
Discussion
153(1)
References
153(4)
PART IV THE SOCIAL-PSYCHOLOGICAL APPROACH 157(90)
CHAPTER 8 COGNITIVE CONSISTENCY AND MASS COMMUNICATION
159(20)
Heider's Balance Theory
160(1)
Newcomb's Symmetry Theory
161(1)
Osgood's Congruity Theory
162(8)
Festinger's Theory of Cognitive Dissonance
170(5)
Conclusions
175(1)
Discussion
175(1)
References
176(3)
CHAPTER 9 THEORIES OF PERSUASION
179(38)
The Concept of Attitude
180(1)
Hovland's Army Research
180(2)
One-Sided and Two-Sided Messages
182(2)
The Yale Communication Research Program
184(1)
Source Credibility
185(4)
Fear Appeals
189(3)
Resistance to Counterpropaganda
192(2)
Inoculation Theory
194(2)
Katz's Functional Approach
196(1)
Attitudes and Behavior
197(3)
Classical Conditioning of Attitudes
200(2)
Techniques of Persuasion
202(5)
The Newer Process Models of Persuasion
207(4)
Conclusions
211(1)
Discussion
212(1)
References
213(4)
CHAPTER 10 GROUPS AND COMMUNICATION
217(14)
Sherif's Research on Group Norms
218(1)
Asch's Research on Group Pressure
219(1)
How Norms Are Developed
220(1)
Lewin's Food Habits Studies
221(1)
Groups and Political Attitudes
222(2)
The Social Identification Model
224(1)
Groups as Instruments of Change
225(1)
Groups and Mass Communication
225(2)
Audience Segmentation
227(1)
Conclusions
228(1)
Discussion
229(1)
References
229(2)
CHAPTER 11 MASS MEDIA AND INTERPERSONAL COMMUNICATION
231(16)
The Mass Media and Voting Behavior
232(1)
The Role of the Community in Decision Making
233(4)
Criticisms of the Two-Step Flow
237(1)
Diffusion of Innovations
238(6)
Conclusions
244(1)
Discussion
244(1)
References
245(2)
PART V MASS MEDIA EFFECTS AND USES 247(96)
CHAPTER 12 AGENDA SETTING
249(28)
The Chapel Hill Study
250(2)
Precursors of the Hypothesis
252(1)
A Change in Thinking
252(1)
The Media Agenda and Reality
253(1)
The Charlotte Study
254(2)
Experimental Evidence
256(2)
Priming
258(1)
Presidential Agendas
258(2)
The Obtrusiveness of Issues
260(1)
Abstract and Concrete Issues
261(1)
Bias by Agenda
262(1)
The Question of Time Lag
263(1)
The Role of Exposure
264(1)
Agenda Building
265(1)
The Need for Orientation
266(1)
Who Sets the Media Agenda?
266(3)
New Areas of Agenda Setting
269(1)
New Developments in Agenda Setting
269(1)
How Does Agenda Setting Work?
269(1)
Applied Agenda Setting
270(1)
Conclusions
271(1)
Discussion
272(1)
References
273(4)
CHAPTER 13 THE KNOWLEDGE-GAP HYPOTHESIS
277(20)
The Role of the Mass Media
278(2)
Operational Forms of the Hypothesis
280(1)
Possible Reasons for a Knowledge Gap
281(1)
The Knowledge Gap in Public Affairs
282(1)
"Sesame Street"
283(2)
Refinement of the Hypothesis
285(2)
The Generality of the Hypothesis
287(1)
The Knowledge Gap and the New Technology
287(2)
New Developments in Knowledge-Gap Research
289(1)
Criticism of the Hypothesis
290(2)
Overcoming Knowledge Gaps
292(1)
Conclusions
292(1)
Discussion
293(1)
References
293(4)
CHAPTER 14 EFFECTS OF MASS COMMUNICATION
297(32)
The Bullet Theory
297(1)
The Limited-Effects Model
298(1)
Cultivation Theory
299(2)
New Developments in Cultivation Theory
301(2)
McLuhan's Media Determinism
303(2)
The Spiral of Silence
305(2)
The Third-Person Effect
307(1)
Media Hegemony
308(1)
Effects of Television Violence
309(4)
Social Learning Theory
313(1)
The Powerful-Effects Model
313(3)
The Size of Effects
316(1)
New Directions in Effects Research
316(6)
Conclusions
322(1)
Discussion
323(1)
References
324(5)
CHAPTER 15 USES OF THE MASS MEDIA
329(14)
Beginnings of the Uses and Gratifications Approach
330(1)
Uses and Gratifications in an Election Campaign
330(1)
Classifying Individual Needs and Media Uses
331(3)
Criticisms of the Uses and Gratifications Theory
334(2)
Empirical Tests of the Uses and Gratifications Theory
336(1)
New Thechnology and the Active Audience
337(2)
Recent Developments in Uses and Gratifications Research
339(1)
Conclusions
339(1)
Discussion
340(1)
References
340(3)
PART VI THE MEDIA AS INSTITUTIONS 343(58)
CHAPTER 16 MASS MEDIA IN MODERN SOCIETY
345(36)
Four Theories of the Press
345(8)
The News Media as Agents of Power
353(2)
Functions of the Media
355(2)
Values and Ideology in Support of the Society
357(3)
Our Mental Picture of the World
360(1)
Popular Teste and Social Action
361(2)
Social Conformism
363(1)
Conditions of Media Effectiveness
363(3)
Enduring Values in the News
366(2)
Making News: The Social Construction of Reality
368(1)
Controlling the News Staff and Maintaining the Status Quo
368(3)
Possibilities for Policy Deviation
371(1)
Sources Rating Reporters
372(1)
Mass Communication and Sociocultural Integration
373(4)
Conclusions
377(1)
Discussion
377(1)
References
378(3)
CHAPTER 17 MEDIA CHAINS AND CONGLOMERATES
381(22)
Media Chains
381(11)
Media Cross-Ownership
392(2)
Media Conglomerates
394(3)
Conclusions
397(1)
Discussion
397(1)
References
398(3)
PART VII BRINGING IT ALL TOGETHER 401(12)
CHAPTER 18 THE OVERALL PICTURE
403(10)
The Model and Communication Research
404(5)
Mass Media Research
409(1)
Conclusion
410(1)
Reference
411(2)
Index 413

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