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 257
... stimulus . " 16 Be- cause his theory goes beyond the mere observation that the per- ception of any single stimulus is changed as the related simuli are changed , and because his theory is designed to predict some specific properties of ...
... stimulus . " 16 Be- cause his theory goes beyond the mere observation that the per- ception of any single stimulus is changed as the related simuli are changed , and because his theory is designed to predict some specific properties of ...
Página 314
... stimulus pattern . Some investigations of content analysis 2 represent a certain degree of refinement from this gross approach . Here the focus is usually on the determination of the relative frequencies of arbitrarily established ...
... stimulus pattern . Some investigations of content analysis 2 represent a certain degree of refinement from this gross approach . Here the focus is usually on the determination of the relative frequencies of arbitrarily established ...
Página 801
... stimulus to both . He concerns him- self , not only with the realities of the situation as perceived through his sense organs , but also with the possible outcomes resulting from choice of alternative responses he might make . Since he ...
... stimulus to both . He concerns him- self , not only with the realities of the situation as perceived through his sense organs , but also with the possible outcomes resulting from choice of alternative responses he might make . Since he ...
Contenido
Media as Communication Institutions | 57 |
Mass Media as Social Systems | 63 |
The Structure and Function of Com | 84 |
Derechos de autor | |
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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