TY  - BOOK
AU  - McQuail, Danis
TI  - McQuail's mass communication theory
SN  - 9781412903714
U1  - 302.2 
PY  - 2009///
CY  - New Delhi
PB  - Vistaar Publications
KW  - Mass media
KW  - Communication
KW  - Mass media--Philosophy
N1  - 1. Introduction to the book --
2. The rise of mass media --
3. Concepts and models for mass communication --
4. Theory of media and theory of society --
5. Mass communication and culture --
6. New media --
new theory? --
7. Normative theory of media and society --
8. Media structure and performance : principles and accountability --
9. Media economics and governance --
10. Global mass communication --
11. The media organization : pressures and demands --
12. The production of media culture --
13. Media content : issues, concepts and methods of analysis --
14. Media genres and texts --
15. Audience theory and research traditions --
16. Audience formation and experience --
17. Processes and models of media effects --
18. Social-cultural effects --
19. News, public opinion and political communication --
20. Epilogue : the future of mass communication
ER  -