Includes index.

Contents: Introduction to mass communication theory: Introduction -- Mass communication theory -- Era of mass society and mass culture: The rise of media industries and mass society theory -- The rise of media theory in the age of propaganda -- Normative theories of mass communication -- Emergence of a scientific perspective on mass communication: Limited effects theory -- Attitude change theories -- The limited effects paradigm emerges: The limited effects paradigm emerges -- Social learning and the violence theories -- Using media: theories of the active audience -- Systems theories of communication processes -- The cultural turn in mass communication theory: challenging the limited effects paradigm: Cultural analysis -- Critical cultural studies -- Paradigm dialogue or conflict --