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 | | McQuail's Mass Communication Theory by Denis McQuail ISBN-10: 0761965467 ISBN-10: 0-7619-6546-7 ISBN-13: 9780761965466 ISBN-13: 978-0-7619-6546-6 Hardcover 2000-06-06 Sage Publications Ltd Find Lowest Price |
Editorials | ||
Product Description The Fourth Edition of this successful textbook provides a comprehensive, non-technical introduction to the range of approaches to understanding mass communication. Now fully revised McQuail's Mass Communication Theory: Offers an integrated treatment of the major components of mass communication: the sender, the message, and the audience; encompasses the diverse forms of mass communication in contemporary societies: television, radio, newspapers, film, music, the internet and other forms of new media; demonstrates how theories of mass communication relate to the broader understanding of society and culture; provides a glossary of nearly a hundred key terms in media and communication. Now thoroughly updated, this new edition has been rewritten to take account of recent theory and research particularly as it relates to new media, globalisation, and cultural production topics, such as advertising, marketing, fashion, and merchandising. Retaining all the strengths of the previous editions, McQuail's Mass Communication Theory remains the most integrated and comprehensive introduction to the field. | ||
Reviews | ||
Too Much and Not Enough McQuail's masterful tome on communications theory is a respected standard for college students, and there's a reason this book has gone through so many editions. Just about everything a communications major will ever study is introduced and summarized here, and the number of different subjects covered is quite impressive. But on the flip side of that coin, there is a structural problem with cramming the material from four years worth of college courses into one book, no matter how robust it is. This text suffers from two inverse problems - there are too many subjects covered, while each one is not fleshed out enough. In short, it's impossible to be as inclusive as McQuail is attempting to be. Meanwhile, McQuail's writing is not only rushed and indistinct, which is predictable for a book that tries to consolidate an entire field of knowledge, but he is also guilty of dry, wooden prose and a severe shortage of elaborative examples. McQuail is also prone to textboxes and tables that appear helpful and illustrative at first, but are actually useless tabulated reproductions of exactly what has already been stated in prose form. This book's sheer exhaustive inclusiveness still makes it a useful encyclopedic reference work that communications students will find useful over the long term. But in the short term, this book merely offers indistinctness and confusion. [~doomsdayer520~] | ||
The beginers' guide Well, if you are either a media study student or an orninary citizen, this book will be a fundamental guide for your understanding of the various social activities. Once you read the theories simply explained, you will notice what you have not realized how much you were influenced by the media themselves. With the deep understanding of the media theories in the book, I bet you could enrich your life and prepare for the better life ahead. | ||