The Process and Effects of Mass CommunicationWilbur Schramm, Donald F. Roberts University of Illinois Press, 1971 - 997 páginas The nature of communication between. Media and messages of mass communication. Audiences mass communication. The nature of communication effects. Social effects. Public option and politics. Innovation and change. The technological future of mass communication. |
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Página 440
... action which is the path common to them all . It is to be expected , then , that making a given action appear as leading to several goals will increase the likelihood that that action will be chosen . In persuading peo- ple to buy ...
... action which is the path common to them all . It is to be expected , then , that making a given action appear as leading to several goals will increase the likelihood that that action will be chosen . In persuading peo- ple to buy ...
Página 442
... action periodically be- cause of a heightened discomfort that arises and persists until action is taken . There are , however , other systems , much more commonly those with which campaigns of mass persuasion deal , which carry with ...
... action periodically be- cause of a heightened discomfort that arises and persists until action is taken . There are , however , other systems , much more commonly those with which campaigns of mass persuasion deal , which carry with ...
Página 445
... action requires that motivational structures of which this action is a part be brought to bear in determining the next step in action . When such a decision is required , the action will be taken if the resultant forces in all activated ...
... action requires that motivational structures of which this action is a part be brought to bear in determining the next step in action . When such a decision is required , the action will be taken if the resultant forces in all activated ...
Contenido
Media as Communication Institutions | 57 |
Mass Media as Social Systems | 63 |
The Structure and Function of Com | 84 |
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