The effects of mass communication

Joseph T. Klapper First published 1960

About this book

This book is "primarily a collation of the findings of published research. Part I deals with mass communication as an agent of persuasion. Part II deals with the effects of specific kinds of media content." A new orientation is suggested: the "Phenomenistic" approach which "is in essence a shift away from the tendency to regard mass communication as a necessary and sufficient cause of audience effects, toward a view of the media as influences, working amid other influences, in a total situation."

Subjects

  • communication
  • communications research
  • comunicacao de massa
  • comunicacao de massa (aspectos sociais)
  • comunicación
  • investigación
  • mass media
  • research
  • social aspects
  • social aspects of communication
  • social aspects of mass media