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PART ONE: PRELIMINARIES1. Introduction to the Book   Our object of study   The structure of the book   Themes and issues in mass communication   Manner of treatment   How to use the book   Limitations of coverage and perspective   Different kinds of theory   Communication science and the study of mass communication   Alternative traditions of analysis: structural, behavioural and cultural   Conclusion2. The Rise of Mass Media   From the beginning to mass media   Print media: the book   Print media: the newspaper   Other print media   Film as a mass medium   Broadcasting   Recorded music   The communications revolution: new media versus old   Differences between media   ConclusionPART TWO: THEORIES3. Concepts and Models for Mass Communication   Early perspectives on media and society   The ‘mass’ concept   The mass communication process   The mass audience   The mass media as an institution of society   Mass culture and popular culture   The rise of a dominant paradigm for theory and research   An alternative, critical paradigm   Four models of communication   Conclusion4. Theory of Media and Society   Media, society and culture: connections and conflicts   Mass communication as a society-wide process: the mediation of social relations and experience   A frame of reference for connecting media with society   Theme I: power and inequality   Theme II: social integration and identity   Theme III: social change and development   Theme IV: space and time   Media–society theory I: the mass society   Media–society theory II: Marxism and political economy   Media–society theory III: functionalism   Media–society theory IV: social constructionism   Media–society theory V: communication technology determinism   Media–society theory VI: the information society   Conclusion5. Mass Communication and Culture   Communication and culture   The beginnings: the Frankfurt School and critical cultural theory   The redemption of the popular   Gender and the mass media   Commercialization   Communication technology and culture   Mass media and postmodern culture   Conclusion6. New Media - New Theory?   New media and mass communication   What is new about the new media?   The main themes of new media theory   Applying medium theory to the new media   New patterns of information traffic   Computer-mediated community formation   Political participation, new media and democracy   Technologies of freedom?   New equalizer or divider?   Conclusion7. Normative Theory of Media and Society   Sources of normative obligation   The media and the public interest   Main issues for social theory of the media   Early approaches to theory: the press as ‘fourth estate’   The 1947 Commission on Freedom of the Press and the social theory of responsibility   Professionalism and media ethics   Four Theories of the Press and beyond   The public service broadcasting alternative   Mass media, civil society and the public sphere   Response to the discontents of the public sphere   Alternative visions   Normative media theory: four models   ConclusionPART THREE: STRUCTURES8. Media Structure and Performance: Principles and Accountability   Media freedom as a principle   Media equality as a principle   Media diversity as a principle   Truth and information quality   Social order and solidarity   Cultural order   The meaning of accountability   Two alternative models of accountability   Lines and relations of accountability   Frames of accountability   Conclusion9. Media Economics and Governance   Media ‘not just any other business’   The basics of media structure and levels of analysis   Some economic principles of media structure   Ownership and control   Competition and concentration   Mass media governance   The regulation of mass media: alternative models   Media policy paradigm shifts   Media systems and political systems   Conclusion  10. Global Mass Communication   Origins of globalization   Driving forces: technology and money   Global media structure   Multinational media ownership and control   Varieties of global mass media   International media dependency   Cultural imperialism and beyond   The media transnationalization process   International news flow   The global trade in media culture   Towards a global media culture?   Global media governance   ConclusionPART FOUR: ORGANIZATIONS11. The Media Organization: Pressures and Demands   Research methods and perspectives   The main issues   Levels of analysis   The media organization in a field of social forces   Relations with society   Relations with pressure and interest groups   Relations with owners and clients   Relations with the audience   Aspects of internal structure and dynamics   The influence of personal characteristics of mass communicators   Role conflicts and dilemmas   Conclusion12. The Production of Media Culture   Media-organizational activities: gatekeeping and selection   Influences on news selection   The struggle over access between media and society   The influence of sources on news   Media-organizational activity: processing and presentation   The logic of media culture   Alternative models of decision-making   The coming of convergence culture: consumers as producers   ConclusionPART FIVE: CONTENT13. Media Content: Issues, Concepts and Methods of Analysis   Why study media content?   Critical perspectives on content   Structuralism and semiology   Media content as information   Media performance discourse   Objectivity and its measurement   Questions of research method   Traditional content analysis   Quantitative and qualitative analysis compared   Conclusion14. Media Genres and Texts   Questions of genre   Genre and the internet   The news genre   The structure of news: bias and framing   News as narrative   Television violence   The cultural text and its meanings   ConclusionPART SIX: AUDIENCES15. Audience Theory and Research Traditions   The audience concept   The original audience   From mass to market   Goals of audience research   Alternative traditions of research   Audience issues of public concern   Types of audience   The audience as a group or public   The gratifi cation set as audience   The medium audience   Audience as defi ned by channel or content   Questions of audience reach   Activity and selectivity   Conclusion16. Audience Formation and Experience   The ‘why’ of media use   A structural approach to audience formation   The uses and gratifi cations approach   An integrated model of audience choice   Public and private spheres of media use   Subculture and audience   Lifestyle   Gendered audiences   Sociability and uses of the media   Normative framing of media use   Audience norms for content   The view from the audience   Media fandom   The end of the audience?   The ‘escape’ of the audience   The future of the audience   The audience concept again   ConclusionPART SEVEN: EFFECTS17. Processes and Models of Media Effects   The premise of media effect   The natural history of media effect research and theory: four phases   Types of communicative power   Levels and kinds of effects   Processes of media effect: a typology   Individual response and reaction: the stimulus–response model   Mediating conditions of effect   Source–receiver relations and effect   The campaign   Conclusion18. Social-Cultural Effects   A model of behavioural effect   The media, violence and crime   Media, children and young people   Collective reaction effects   Diffusion of innovation and development   The social distribution of knowledge   Social learning theory   Socialization   Social control and consciousness formation   Cultivation   Media and long-term social and cultural change   Entertainment effects   Conclusion19. News, Public Opinion and Political Communication   Learning from news   News diffusion   Framing effects   Agenda-setting   Effects on public opinion and attitudes   The elaboration-likelihood model of infl uence   The spiral of silence: the formation of climates of opinion   Structuring reality and unwitting bias   The communication of risk   Political communication effects in democracies   Effects on the political institution and process   Media influence on event outcomes   Propaganda and war   Internet news effects   ConclusionEPILOGUE20. The Future of Mass Communication   Origins of the mass communication idea   The end of mass communication?   The survival of mass communication   The consequences of new media for mass communication   Conclusion

1 online resource (viii, 621 pages : illustrations)

A new edition of the pre-eminent text in mass communication theory. Nothing else in the field is as comprehensive, as authoritative, or as popular. The market leader by some distance

McQuail's mass communication theory