TY  - BOOK
AU  - McQuail,Denis
TI  - Mcquail's mass communication theory.
SN  - 9781849202916
AV  - P90.M35  
U1  - 302.23 22
PY  - 2010///
CY  - London
PB  - Sage Publications
KW  - Mass media
N1  - Includes bibliographical references  and indexes; Contents: Preliminaries: Introduction to the book -- The rise of mass media -- Theories: Concepts and models for mass communication -- Theory of media and society -- Mass communication and culture -- New media-new theory -- Normative theory of media and society -- Structures: Media structure and performance: Principles and accountability -- Media economics and governance -- Global mass communication -- Organizations: The media organization: Pressure and demands -- The production of media culture --  Media content: Issues, concepts and methods of analysis -- Media genres and texts -- Audiences: Audience theory and research traditions -- Audience formation and experience -- Effects: Processes and models of media effects -- Social-cultural effects -- News, public opinion and political communication -- Epilogue: The future of mass communication
ER  -