The effects of mass communication
[an analysis of research on the effectiveness and limitations of mass media in influencing the opinions, values, and behavior of their audiences]
Serie o saga: Foundations of communications research
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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."
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