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| Preface | |
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| Introduction to Mass Communication Theory | |
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| Introduction | |
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| Three Questions about Media | |
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| Defining and Redefining Mass Communication | |
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| Four Eras of Media Theory | |
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| The Era of Mass Society and Mass Culture | |
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| Emergence of a Scientific Perspective on Mass Communication | |
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| The Limited Effects Paradigm Emerges | |
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| Cultural Criticism: A Challenge to the Limited Effects Paradigm | |
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| Effects Researchers Strike Back: Emergence of Moderate Effects | |
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| Ongoing Debate over Issues | |
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| Exploring Mass Communication Theory | |
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| Critical Thinking Questions | |
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| Significant People and Their Writing | |
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| Mass Communication Theory | |
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| Overview | |
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| Science and Human Behavior | |
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| Schizophrenic Social Science | |
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| Defining Theory | |
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| Mass Communication and Theory | |
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| Summary | |
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| Exploring Mass Communication Theory | |
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| Critical Thinking Questions | |
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| Significant People and Their Writing | |
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| Era of Mass Society and Mass Culture | |
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| The Rise of Media Industries and Mass Society Theory | |
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| Overview | |
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| The Beginnings | |
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| The Rise of Yellow Journalism | |
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| Cycles of Mass Media Development and Decline | |
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| Mass Society Critics and the Great Debate over Media | |
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| Mass Society Theory Assumptions | |
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| Rise of the Great Debate over Media | |
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| Early Examples of Mass Society Theory | |
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| Gemeinschaft and Gesellschaft | |
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| Mechanical and Organic Solidarity | |
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| Mass Society Theory in Contemporary Times | |
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| Summary | |
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| Exploring Mass Communication Theory | |
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| Critical Thinking Questions | |
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| Significant People and Their Writing | |
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| The Rise of Media Theory in the Age of Propaganda | |
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| Overview | |
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| The Origin of Propaganda | |
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| Propaganda Comes to the United States | |
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| Behaviorism | |
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| Freudianism | |
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| Magic Bullet Theories | |
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| Lasswell's Propaganda Theory | |
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| Lippmann's Theory of Public Opinion Formation | |
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| Reaction Against Early Propaganda Theory | |
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| Modern Propaganda Theory | |
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| Libertarianism Reborn | |
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| Summary | |
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| Exploring Mass Communication Theory | |
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| Critical Thinking Questions | |
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| Significant People and Their Writing | |
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| Normative Theories of Mass Communication | |
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| Overview | |
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| The Origin of Normative Theories of Media | |
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| The Origin of Libertarian Thought | |
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| The Marketplace of Ideas: A New Form of Radical Libertarianism | |
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| Government Regulation of Media--The Federal Radio Commission | |
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| Professionalization of Journalism | |
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| Limitations of Professionalization | |
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| Social Responsibility Theory of the Press: A Postwar Compromise | |
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| The Cold War Tests Social Responsibility Theory | |
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| Using Social Responsibility Theory to Guide Professional Practice | |
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| Is There Still a Role for Social Responsibility Theory? | |
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| Civic Journalism | |
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| Other Normative Theories | |
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| Summary | |
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| Exploring Mass Communication Theory | |
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| Critical Thinking Questions | |
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| Significant People and Their Writing | |
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| The Rise and Fall of Limited Effects | |
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| Limited Effects Theory Emerges | |
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| Overview | |
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| Paradigm Shifts | |
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| The Paradigm Shift in Mass Communication Theory | |
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| The Two-Step Flow of Information and Influence | |
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| Limitations in the Lazarsfeld Model | |
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| Limited Effects Theory | |
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| Attitude Change Theories | |
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| Carl Hovland and the Experimental Section | |
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| The Communication Research Program | |
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| Emergence of the Media Effects Focus | |
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| The Selective Processes | |
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| The Hovland-Lazarsfeld Legacy | |
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| Limitations of the Experimental Persuasion Research | |
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| Summary | |
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| Exploring Mass Communication Theory | |
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| Critical Thinking Questions | |
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| Significant People and Their Writing | |
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| Middle-Range Theory and the Consolidation of the Limited Effects Paradigm | |
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| Overview | |
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| Building a Paradigm | |
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| Robert Merton: Master Paradigm Maker | |
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| The Functional Analysis Approach | |
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| Information Flow Theory | |
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| Diffusion Theory | |
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| Klapper's Phenomenistic Theory | |
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| An Apology for Mass Entertainment | |
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| Elite Pluralism | |
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| C. Wright Mills and The Power Elite | |
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| Assumptions of the Limited Effects Paradigm | |
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| Drawbacks of the Limited Effects Paradigm | |
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| Contributions of the Limited Effects Paradigm | |
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| Summary | |
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| Exploring Mass Communication Theory | |
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| Critical Thinking Questions | |
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| Significant People and Their Writing | |
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| Challenging the Dominant Paradigm: Children, Systems, and Effects | |
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| Overview | |
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| Focus on Children and Violence | |
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| Television Violence Theories | |
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| Catharsis | |
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| Social Learning | |
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| Social Cognition from Mass Media | |
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| Aggressive Cues | |
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| The Context of Mediated Violence | |
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| Active Theory of Television Viewing | |
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| The Developmental Perspective | |
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| Media and Children's Socialization | |
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| Systems Theories of Communication Processes | |
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| The Rise of Systems Theories | |
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| Mathematical Theory of Communication | |
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| Modeling Systems | |
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| A Simple Systems Model | |
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| Applying Systems Models to Human Communication | |
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| Adoption of Systems Models by Mass Communication Theorists | |
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| Closed versus Open Systems | |
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| The Utility of Systems Models | |
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| Estimating Causality | |
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| A Focus on Structure and Function | |
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| Summary | |
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| Exploring Mass Communication Theory | |
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| Critical Thinking Questions | |
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| Significant People and Their Writing | |
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| Contemporary Mass Communication Theory-Searching for Consensus and Confronting Challenges | |
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| Emergence of Critical and Cultural Theories of Mass Communication | |
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| Overview | |
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| Changing Times | |
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| The Cultural Turn in Media Research | |
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| Macroscopic versus Microscopic Theories | |
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| Critical Theory | |
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| Comparing Cultural Theories with Those Based on Empirical Research | |
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| Rise of Cultural Theories in Europe | |
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| Marxist Theory | |
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| Neomarxism | |
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| Textual Analysis and Literary Criticism | |
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| The Frankfurt School | |
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| Development of Neomarxist Theory in Britain | |
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| Political Economy Theory | |
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| The Debate Between Cultural Studies and Political Economy Theorists | |
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| Cultural Studies: Transmissional versus Ritual Perspectives | |
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| Symbolic Interaction | |
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| Social Construction of Reality | |
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| Research on Popular Culture in the United States | |
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| Summary | |
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| Exploring Mass Communication Theory | |
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| Critical Thinking Questions | |
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| Significant People and Their Writing | |
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| Media and Audiences: Theories About the Role of Media in Everyday Life | |
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| Overview | |
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| Audience Theories: From Source-Dominated to Active Audience Perspectives | |
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| Limitations of Early Audience-Centered Research | |
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| Confusion of Media Functions and Media Uses | |
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| Revival of the Uses and Gratifications Approach | |
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| Measuring Uses and Gratifications | |
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| The Active Audience Revisited | |
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| Uses and Gratifications and Effects | |
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| Development of Reception Studies: Decoding and Sensemaking | |
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| Feminist Reception Studies | |
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| Framing and Frame Analysis | |
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| Information Processing Theory | |
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| An Information Processing Model | |
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| Processing Television News | |
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| Some Final Words to Clear the Mist | |
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| Summary | |
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| Exploring Mass Communication Theory | |
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| Critical Thinking Questions | |
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| Significant People and Their Writing | |
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| Theories of Media, Culture, and Society | |
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| Overview | |
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| Marshall McLuhan: The Medium is the Message and Massage | |
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| Harold Innis: The Bias of Communication | |
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| McLuhan: Understanding Media | |
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| Social Marketing Theory | |
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| The Knowledge Gap | |
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| Agenda-Setting | |
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| The Spiral of Silence | |
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| Media System Dependency Theory | |
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| Cultivation Analysis | |
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| The Controversy | |
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| The Products of Cultivation Analysis | |
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| The Mean World Index | |
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| A Final Note on Cultivation | |
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| Media as Culture Industries: The Commodification of Culture | |
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| Advertising: The Ultimate Cultural Commodity | |
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| News Production Research | |
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| Media Intrusion Theory | |
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| Summary | |
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| Exploring Mass Communication Theory | |
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| Critical Thinking Questions | |
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| Significant People and Their Writing | |
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| Trends in Mass Communication Theory: Seeking Consensus, Facing Challenges | |
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| Overview | |
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| Communication Science | |
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| Two Views of Communication Science | |
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| An Example of Communication Science | |
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| Social Semiotics Theory | |
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| The Communications Revolution | |
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| Globalization and Media | |
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| Globalization Problems | |
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| Role of Media in Globalization | |
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| Postmodern Criticism of Modernity | |
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| Avoiding the Dreams of Modernity | |
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| Challenges from Cognitive Psychology and Biological Science | |
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| The Media Literacy Movement | |
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| Two Views on Media Literacy | |
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| Summary | |
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| Exploring Mass Communication Theory | |
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| Critical Thinking Questions | |
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| Significant People and Their Writing | |
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| References | |
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| Index | |