00000cam a22000004i 4500 UP-1685594773861787349 Buklod 20100908081031.0 j|||||||||||||| | ta 150418s2010 xx a rb |||1 u|eng d 9781849202923 (pbk.) (iLib)UPBAG-00007726017 BC-59135 Php3,784.00 BC-59734 Php3,955.50 DLC BAG rda eng P 90 M38 2010 McQuail, Denis author. McQuail's mass communication theory Denis McQuail. Sixth edition. London Sage c2010. viii, 621 pages illustrations 23 cm. Includes bibliographical references (pages [574]-613) and indexes. Part 1: Preliminaries. Introduction to the book ; The rise of mass media -- Part 2: Theories. Concepts and models for mass communication ; Theory of media and society ; Mass communication and culture ; New media - newtheory? ; Normative theory of media and society -- Part 3:Structures. Media structure and performance : principles and accountability ; Media economics and governance ; Global mass communication -- Part 4: Organizations. The media organization : pressures and demands ; The production of media culture -- Part 5: Content. Media content : issues, concepts and methods of analysis ; Media genres and texts -- Part 6: Audiences. Audience theory and research traditions ; Audience formation and experience -- Part 7: Effects. Processes and models of media effects ; Social-cultural effects ; News, public opinion and political communication -- Epilogue. The future of mass communication -- Glossary. Mass media. Communication Department of Communication Comm. 140 College of Arts and Communication. FO UPBAG UPBAG-MAIN P 90 M38 2010 Book