Communication theories : origins, methods, and uses in the mass media 5th ed.
Author
Severin, Werner J.
Additional Author(s)
Tankard, James W.
Publisher
New York: Pearson Addison-Wesley , 2001
Language
English
ISBN
0801333350
Series
Subject(s)
COMMUNICATION
MASS MEDIA
Notes
. . Index: p. 401-411
Abstract
The Fifth Edition addresses ongoing changes in mass communications and new developments in mass communications theory. The book also applies communication theories to the mass media with current examples from journalism, broadcasting, advertising and public relations to clarify the concepts. A new chapter on cyber communications explores the influential new medium, using discussions of mediamorphosis, hypertext, multimedia, interface design, Internet addiction and Internet dependency. An extensively rewritten chapter on media chains and conglomerates addresses key developments in the field. The book also includes unique coverage of media uses and institutions, meant as an alternative way to think about mass communication. For readers interested in exploring mass communication theory.
