基本説明
Covers communication models of the sender; the message and the audience; and the diverse forms of mass communication today, television, radio, newspapers, film, music, the Internet and other forms of new media.
Full Description
"Denis McQuail's Mass Communication Theory is not just a seminal text in the study of media and society - it is a benchmark for understanding and appreciating the long and winding road people and their media have taken to get us here."- Mark Deuze, Indiana University and Leiden University"This is a unique work tested by time and generations of students around the world - North, South, East and West."- Kaarle Nordenstreng, University of Tampere"McQuail's Mass Communication Theory continues to be the clearest and best introduction to this sprawling field."- Anders Hansen, University of LeicesterWith over 125,000 copies sold, McQuail's Mass Communication Theory has been the benchmark for studying media and communication for more than 25 years. It remains the most authoritative and comprehensive introduction to the field and offers unmatched coverage of the research literature. It covers everything a student needs to know of the diverse forms of mass communication today, including television, radio, newspapers, film, music, the internet and other forms of new media. Denis McQuail shows that more than ever, theories of mass communication matter for the broader understanding of society and culture. Unmatched in coverage and used across the globe, this book includes:Explorations of new media, globalization, work, economy, governance, policy, media audiences and effectsNew boxed case studies on key research publications, to familiarize students with the critical research texts in the fieldDefinitions, examples, and illustrations throughout to bring abstract concepts to life.McQuail's Mass Communication Theory is the indispensable resource no student of media and communication studies can afford to be without.
Contents
PART ONE1. Introduction to the BookOur object of studyThe structure of the bookThemes and issues in mass communicationManner of treatmentHow to use the bookLimitations of coverage and perspectiveDifferent kinds of theoryCommunication science and the study of mass communicationAlternative traditions of analysis: structural, behavioural and culturalConclusion2. The Rise of Mass MediaFrom the beginning to mass mediaPrint media: the bookPrint media: the newspaperOther print mediaFilm as a mass mediumBroadcastingRecorded musicThe communications revolution: new media versus oldDifferences between mediaConclusionPART TWO: THEORIES3. Concepts and Models for Mass CommunicationEarly perspectives on media and societyThe 'mass' conceptThe mass communication processThe mass audienceThe mass media as an institution of societyMass culture and popular cultureThe rise of a dominant paradigm for theory and researchAn alternative, critical paradigmFour models of communicationConclusion4. Theory of Media and SocietyMedia, society and culture: connections and conflictsMass communication as a society-wide process: the mediation of social relations and experienceA frame of reference for connecting media with societyTheme I: power and inequalityTheme II: social integration and identityTheme III: social change and developmentTheme IV: space and timeMedia-society theory I: the mass societyMedia-society theory II: Marxism and political economyMedia-society theory III: functionalismMedia-society theory IV: social constructionismMedia-society theory V: communication technology determinismMedia-society theory VI: the information societyConclusion5. Mass Communication and CultureCommunication and cultureThe beginnings: the Frankfurt School and critical cultural theoryThe redemption of the popularGender and the mass mediaCommercializationCommunication technology and cultureMass media and postmodern cultureConclusion6. New Media - New Theory?New media and mass communicationWhat is new about the new media?The main themes of new media theoryApplying medium theory to the new mediaNew patterns of information trafficComputer-mediated community formationPolitical participation, new media and democracyTechnologies of freedom?New equalizer or divider?Conclusion7. Normative Theory of Media and SocietySources of normative obligationThe media and the public interestMain issues for social theory of the mediaEarly approaches to theory: the press as 'fourth estate'The 1947 Commission on Freedom of the Press and the social theory of responsibilityProfessionalism and media ethicsFour Theories of the Press and beyondThe public service broadcasting alternativeMass media, civil society and the public sphereResponse to the discontents of the public sphereAlternative visionsNormative media theory: four modelsConclusionPART THREE: STRUCTURES8. Media Structure and Performance: Principles and AccountabilityMedia freedom as a principleMedia equality as a principleMedia diversity as a principleTruth and information qualitySocial order and solidarityCultural orderThe meaning of accountabilityTwo alternative models of accountabilityLines and relations of accountabilityFrames of accountabilityConclusion9. Media Economics and GovernanceMedia 'not just any other business'The basics of media structure and levels of analysisSome economic principles of media structureOwnership and controlCompetition and concentrationMass media governanceThe regulation of mass media: alternative modelsMedia policy paradigm shiftsMedia systems and political systemsConclusion 10. Global Mass CommunicationOrigins of globalizationDriving forces: technology and moneyGlobal media structureMultinational media ownership and controlVarieties of global mass mediaInternational media dependencyCultural imperialism and beyondThe media transnationalization processInternational news flowThe global trade in media cultureTowards a global media culture?Global media governanceConclusionPART FOUR: ORGANIZATIONS11. The Media Organization: Pressures and DemandsResearch methods and perspectivesThe main issuesLevels of analysisThe media organization in a field of social forcesRelations with societyRelations with pressure and interest groupsRelations with owners and clientsRelations with the audienceAspects of internal structure and dynamicsThe influence of personal characteristics of mass communicatorsRole conflicts and dilemmasConclusion12. The Production of Media CultureMedia-organizational activities: gatekeeping and selectionInfluences on news selectionThe struggle over access between media and societyThe influence of sources on newsMedia-organizational activity: processing and presentationThe logic of media cultureAlternative models of decision-makingThe coming of convergence culture: consumers as producersConclusionPART FIVE: CONTENT13. Media Content: Issues, Concepts and Methods of AnalysisWhy study media content?Critical perspectives on contentStructuralism and semiologyMedia content as informationMedia performance discourseObjectivity and its measurementQuestions of research methodTraditional content analysisQuantitative and qualitative analysis comparedConclusion14. Media Genres and TextsQuestions of genreGenre and the internetThe news genreThe structure of news: bias and framingNews as narrativeTelevision violenceThe cultural text and its meaningsConclusionPART SIX: AUDIENCES15. Audience Theory and Research TraditionsThe audience conceptThe original audienceFrom mass to marketGoals of audience researchAlternative traditions of researchAudience issues of public concernTypes of audienceThe audience as a group or publicThe gratifi cation set as audienceThe medium audienceAudience as defi ned by channel or contentQuestions of audience reachActivity and selectivityConclusion16. Audience Formation and ExperienceThe 'why' of media useA structural approach to audience formationThe uses and gratifi cations approachAn integrated model of audience choicePublic and private spheres of media useSubculture and audienceLifestyleGendered audiencesSociability and uses of the mediaNormative framing of media useAudience norms for contentThe view from the audienceMedia fandomThe end of the audience?The 'escape' of the audienceThe future of the audienceThe audience concept againConclusionPART SEVEN: EFFECTS17. Processes and Models of Media EffectsThe premise of media effectThe natural history of media effect research and theory: four phasesTypes of communicative powerLevels and kinds of effectsProcesses of media effect: a typologyIndividual response and reaction: the stimulus-response modelMediating conditions of effectSource-receiver relations and effectThe campaignConclusion18. Social-Cultural EffectsA model of behavioural effectThe media, violence and crimeMedia, children and young peopleCollective reaction effectsDiffusion of innovation and developmentThe social distribution of knowledgeSocial learning theorySocializationSocial control and consciousness formationCultivationMedia and long-term social and cultural changeEntertainment effectsConclusion19. News, Public Opinion and Political CommunicationLearning from newsNews diffusionFraming effectsAgenda-settingEffects on public opinion and attitudesThe elaboration-likelihood model of infl uenceThe spiral of silence: the formation of climates of opinionStructuring reality and unwitting biasThe communication of riskPolitical communication effects in democraciesEffects on the political institution and processMedia influence on event outcomesPropaganda and warInternet news effectsConclusionEPILOGUE20. The Future of Mass CommunicationOrigins of the mass communication ideaThe end of mass communication?The survival of mass communicationThe consequences of new media for mass communicationConclusion
