09013nam 2200577 450 991015325620332120230803195956.01-292-05532-4(CKB)2670000000576295(MiAaPQ)EBC5185683(MiAaPQ)EBC5186924(MiAaPQ)EBC5832607(MiAaPQ)EBC5138754(MiAaPQ)EBC6400803(Au-PeEL)EBL5138754(CaONFJC)MIL662050(OCoLC)1024279513(EXLCZ)99267000000057629520210327d2014 uy 0engurcnu||||||||rdacontentrdamediardacarrierCommunication theories origins, methods, and uses in mass media /Werner J. Severin, James W. Tankard, JrFifth, Pearson new international edition.Harlow, England :Pearson,[2014]©20141 online resource (414 pages) illustrationsAlways learning1-292-04285-0 1-322-30768-7 Includes bibliographical references at the end of each chapters and index.Cover -- Contents -- Preface -- PART I The Changing Media Landscape -- 1 Introduction to Mass Communication Theory -- The Concept of Mass Communication -- The New Media Environment -- The Role of Theory -- The Goals of Mass Communication Theory -- The Effects of Mass Communication -- Changes in Mass Communication Theory -- Critical Theory and Cultural Studies -- Theoretical Questions Raised by Changes in the Media Environment -- Conclusions -- Key Terms -- Discussion -- References -- PART II Scientific Method and Models of MassCommunication -- 2 Scientific Method -- Imagination in Science -- The Cumulative Nature of Science -- Scientific Generalizations about Reality -- Scientific Hypotheses -- Safeguards against Bias and Fraud -- Unintended Findings and New Directions -- Ethics and Fraud in Science -- The Process of Scientific Inquiry -- Acquiring Empirical Data -- Reasoning about the Data -- Conclusions -- Key Terms -- Discussion -- References -- 3 Models in Mass Communication Research -- Functions of a Model -- Evaluation of a Model -- Some Early Communication Models -- Conclusions -- Key Terms -- Discussion -- References -- PART III Perception and Language Issuesin the Mass Media -- 4 The Role of Perception in Communication -- Influences on Perception -- Perception and Mass Communication -- Other Selective Processes -- Schema Theory -- Subliminal Perception -- Perception of Pictures -- Complexity of Messages -- Conclusions -- Key Terms -- Discussion -- References -- 5 Problems in Encoding -- Characteristics of Language -- Misuses of Language -- Three Kinds of Statements -- Slanting -- Studies of Objectivity -- Implications for Encoding -- Conclusions -- Key Terms -- Discussion -- References -- 6 Analysis of Propaganda: First Theoriesof Decoding and Effects -- What Is Propaganda? -- Wartime Propaganda -- Propaganda Education.The Propaganda Devices -- Effectiveness of Propaganda Devices -- The Bullet Theory -- Conclusions -- Key Terms -- Discussion -- References -- PART IV The Social-Psychological Approach -- 7 Cognitive Consistency and Mass Communication -- Heider's Balance Theory -- Newcomb's Symmetry Theory -- Osgood's Congruity Theory -- The Role of Media Gatekeepers -- Festinger's Theory of Cognitive Dissonance -- Conclusions -- Key Terms -- Discussion -- References -- 8 Theories of Persuasion -- The Concept of Attitude -- History of Attitude-Change Research -- Specific Techniques of Attitude Change -- Inoculation Theory -- The Functions of Attitudes -- Attitudes and Behavior -- Classical Conditioning of Attitudes -- Process Models of Persuasion -- Applications of Persuasion Theory in the Mass Media -- Conclusions -- Key Terms -- Discussion -- References -- 9 Groups and Communication -- Sherif's Research on Group Norms -- Asch's Research on Group Pressure -- How Norms Are Developed -- Lewin's Food Habits Studies -- Groups and Political Attitudes -- The Social Identification Model -- Groups as Instruments of Change -- Groups and Mass Communication -- Audience Segmentation -- Conclusions -- Key Terms -- Discussion -- References -- 10 Mass Media and Interpersonal Communication -- The Mass Media and Voting Behavior -- The Role of the Community in Decision Making -- Criticisms of the Two-Step Flow -- Diffusion of Innovations -- Conclusions -- Key Terms -- Discussion -- References -- PART V Mass Media Effects and Uses -- 11 Agenda Setting -- The Chapel Hill Study -- Precursors of the Hypothesis -- A Change in Thinking -- The Media Agenda and Reality -- The Charlotte Study -- Experimental· Evidence -- Priming -- The Obtrusiveness of Issues -- Abstract and Concrete Issues -- Time Needed for Agenda Setting -- The Role of Exposure -- Agenda Building -- The Need for Orientation.Who Sets the Media Agenda? -- Presidential Agendas -- How Does Agenda Setting Work? -- The Second Level of Agenda Setting -- Applications of Agenda Setting -- Conclusions -- Key Terms -- Discussion -- References -- 12 The Knowledge-Gap Hypothesis -- The Role of the Mass Media -- Operational Forms of the Hypothesis -- Possible Reasons for a Knowledge Gap -- The Knowledge Gap in Public Affairs -- Sesame Street -- Refinement of the Hypothesis -- The Generality of the Hypothesis -- The Knowledge Gap and the New Technology -- New Developments in Knowledge-Gap Research -- Criticism of the Hypothesis -- Overcoming Knowledge Gaps -- Conclusions -- Key Terms -- Discussion -- References -- 13 Effects of Mass Communication -- General Trends in Effects Theory -- Specific Theories of Media Effects -- A Particular Area of Theory-Effects of Television Violence -- Conclusions -- Key Terms -- Discussion -- References -- 14 Uses of the Mass Media -- Beginnings of the Uses and Gratifications Approach -- Uses and Gratifications in an Election Campaign -- Classifying Individual Needs and Media Uses -- Criticisms of the Uses and Gratifications Theory -- Empirical Tests of the Uses and Gratifications Theory -- New Technology and the Active Audience -- Recent Developments in Uses and Gratifications Research -- Conclusions -- Key Terms -- Discussion -- References -- PART VI Media Channels -- 15 Mass Media in Modern Society -- Four Theories of the Press -- The News Media as Agents of Power -- Functions of the Media -- Values and Ideology in Support of the Society -- Our Mental Picture of the Wodd -- Popular Taste and Social Action -- Social Conformism -- Conditions of Media Effectiveness -- Enduring Values in the News -- Making News: The Social Construction of Reality -- Controlling the News Staff and Maintaining the Status Quo -- Possibilities for Policy Deviation.Sources Rating Reporters -- Mass Communication and Sociocultural Integration -- Conclusions -- Key Terms -- Discussion -- References -- 16 Media Chains and Conglomerates -- Television -- Newspapers -- Media Synergy -- Effects of Ownership on Media Content -- Conclusions -- Key Terms -- Discussion -- References -- 17 Theories of Cyber Communication -- Key Concepts in Digital Communication -- Application of Existing Theories to Cyber Communication -- New Theory and Research Aimed at Cyber Communication -- Conclusions -- Key Terms -- Discussion -- References -- PART VI IBringing It All Together -- 18 The Overall Picture -- The Model and Communication Research -- Mass Media Research -- Conclusions -- Reference -- Index.This comprehensive and readable text applies communication theories to the mass media with an abundance of current examples from journalism, broadcasting, advertising and public relations to make concepts clear to students. The new edition of Communication Theories addresses the ongoing changes in the mass communication field and the new developments in mass communication theory that are occurring as we move into the new millennium. A new chapter on cyber communication (Chapter 17) offers unique coverage of this critical new medium and an extensively rewritten chapter on media chains and conglomerates (Chapter 16) addresses key developments in that arena. The book is firmly based in the scientific approach-with its emphasis on observation, evidence, logic, and hypothesis testing-but now also features a discussion of critical theory and cultural studies in Chapter 1 of the new edition. Finally, the Fifth Edition features a new boxed reading program, which offers even more real-world illustrations of key concepts.Always learning.Mass mediaMass media.302.23Severin Werner J(Werner Joseph),552527Tankard James W.MiAaPQMiAaPQMiAaPQBOOK9910153256203321Communication theories3406801UNINA