Widely used internationally and translated into several languages, Mass Communication Theory, Third Edition constitutes one of the fullest and most up-to-date textbooks within mass communication. Comprehensively rewritten, this edition provides a nontechnical introduction to mass communication and offers an integrated treatment of the major components of mass communication--the sender, the message, and the audience. The author thoroughly covers the diverse forms of mass communication: television, radio, newspaper, film, and music as well as electronic, cable, and satellite technologies. Topics given greater attention in this volume include gender relations, the globalization of communication, research on audiences and reception, media structures and institutions, and the evaluation of media performance. Updated and rewritten to include the most recent theory and research and to improve the clarity of both text and presentation, Mass Communication Theory, Third Edition is of even greater importance to researchers, scholars, and students within all areas of mass communication.

About the Author

Denis McQuail (1935-2017) was Emeritus Professor at the School of Communication Research (ASCOR) University of Amsterdam and Visiting Professor in the Department of Politics at the University of Southampton. He studied history and sociology at the University of Oxford and received his Ph.D. from the University of Leeds. He is an Honorary Doctor of the University of Gent. He has published widely in the field of media and communication, with particular reference to audience research, media policy and performance, and political communication. His most recent book publication is McQuail′s Media and Mass Communication Theory, 7th edition., SAGE, 2020, co-authored by Mark Deuze.

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