Media, Audience, and Social Structure presents an integrated overview of current sociological research on mass media and society. Specific questions addressed include the media′s role in various social processes; how and why media organizations operate as they do; the relationships between media and special audiences; how to conceptualize and measure media effects and their impact on public opinion; and how to analyze (both qualitatively and quantitatively) media content.

About the Author

Sandra J. Ball-Rokeach, PhD, is a professor of Communication and Sociology in the Annenberg School for Communication and Journalism at the University of Southern California. She is the founder and principal investigator of The Metamorphosis Project―an in-depth inquiry into the transformation of urban community under the forces of globalization, new communication technologies, and population diversity. This multi-method project is guided by communication infrastructure theory. It has addressed issues of civic engagement, health disparities, intergroup relations, and community news site development.

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