Mass Communication : Theory and Applications

Contents: Preface. 1. Introduction. 2. How communication works. 3. The anatomy of attention. 4. What Missing the newspaper means. 5. Motivations and gratifications of daily serial listeners. 6. Why they read. 7. The audiences of mass communication. 8. The nature of channels. 9. The idea of communication. 10. The dynamics of language. 11. The communication skills : thinking. 12. Specificity in words. 13. Specificity in ideas. 14. Defining our terms. 15. The dictionary. 16. Developing the central idea.

From the Preface: The book provides a comprehensive text across the whole range of approaches to understand the theories of mass communication. The text offers an integrated treatment of the components of mass communication.

The book gives a comprehensive account of recent theories and research. It is an excellent, comprehensive survey of the whole range of theories on mass media. It is a most intelligent text, for the general reader, as a condensed reference work who want to read and know a both the various concepts and theory of mass communication.

The book presents an overview of the various concepts and theories of mass communication, which are required to assess the reference of mass communication in the society.