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.
About the Author :
James W Tankard has contributed to Communication Theories: Origins, Methods and Uses in the Mass Media as an author.
James Tankard (Ph.D., Stanford University, 1970) is Jesse H. Jones Professor of Journalism at the University of Texas, Austin. He is the author of The Statistical Pioneers (Schenkman Books, 1984) and the co-author of Basic News Reporting (Mayfield, 1977), Mass Media in the Information Age (Prentice Hall, 1990), and Communication Theories: Origins, Methods, and Uses in the Mass Media, 5/e (Addison-Wesley, 2000). Tankard has contributed six book chapters and is author or co-author of 28 journal articles. He served as editor of <
|Title:||Communication Theories: Origins, Methods and Uses in the Mass Media||Publisher:||Allyn & Bacon|
|Author:||Werner J Severin, James W Tankard, James W Tankard|
|No. of Pages:||432|
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