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Introduction : the nature of mass communication
Print media. Books : the oldest mass medium ; Newspapers : the first medium for the mass society ; Magazines : voices for many interests
Audio, visual, multimedia. Film : moving pictures as a medium ; Radio : the first broadcast medium ; Television : the most popular medium ; The new media : computers and communication
Media industries and audiences. News : the information function of the press ; Popular culture : entertainment, sports, and music ; Advertising : using the media in the marketplace ; Public relations : influencing images and actions ; The audience : demographics of the American audience ; International media : communication across borders
Media influences and issues. Limited effects : short-term media influences on individuals ; Powerful effects : media influences on society and culture ; Controls : policies, politics, and the media ; Ethics : assessing the behavior of the media.
Print media. Books : the oldest mass medium ; Newspapers : the first medium for the mass society ; Magazines : voices for many interests
Audio, visual, multimedia. Film : moving pictures as a medium ; Radio : the first broadcast medium ; Television : the most popular medium ; The new media : computers and communication
Media industries and audiences. News : the information function of the press ; Popular culture : entertainment, sports, and music ; Advertising : using the media in the marketplace ; Public relations : influencing images and actions ; The audience : demographics of the American audience ; International media : communication across borders
Media influences and issues. Limited effects : short-term media influences on individuals ; Powerful effects : media influences on society and culture ; Controls : policies, politics, and the media ; Ethics : assessing the behavior of the media.