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 766
... innovations . Moreover , this must be done " function- ally " ; that is , the innovation must be characterized with respect to the patterns of thought and action of the people to whom it is directed . 10 TIME The second element of the ...
... innovations . Moreover , this must be done " function- ally " ; that is , the innovation must be characterized with respect to the patterns of thought and action of the people to whom it is directed . 10 TIME The second element of the ...
Página 769
... innovations spread . Thus one can compare the extent or the speed or the sequence of penetration of a given innovation within different neighborhoods , or social classes , or adolescent gangs.13 Differential rates of penetration can ...
... innovations spread . Thus one can compare the extent or the speed or the sequence of penetration of a given innovation within different neighborhoods , or social classes , or adolescent gangs.13 Differential rates of penetration can ...
Página 808
... innovation is a change which involves reorientation of individ- ual value structure . To adopt an innovation , an individual must alter some of his attitudes and beliefs and substitute oth- ers before he can adopt an idea of this ...
... innovation is a change which involves reorientation of individ- ual value structure . To adopt an innovation , an individual must alter some of his attitudes and beliefs and substitute oth- ers before he can adopt an idea of this ...
Contenido
Media as Communication Institutions | 57 |
Mass Media as Social Systems | 63 |
The Structure and Function of Com | 84 |
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action adoption advertising aggressive American analysis attitudes audience behavior broadcast campaign candidates cation CATV cerned cial cognitive Cognitive Dissonance communica concerned cultural debates Democrats Dorothea Ross economic Elihu Katz ence environment example expected experience experimental exposure fact factors film function Hovland human idea important individual influence innovation Intelsat interest interpretation interview issues Journal Kennedy Kennedy Assassination Lazarsfeld learning less mass communications mass media means ment motivational movie munication Negro newspaper Nixon organized perceived percent person persuasion political possible present Press problem produce propaganda pseudo-events Public Opinion questions radio relationship Republican response role Rural Sociology sample satellites Schramm selective situation Social Psychology society stimulus story structure television tend theory tion tive viewers voting war bond Wilbur Schramm York