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The Fifth Edition addresses ongoing changes in mass communications and new developments in mass communications theory. The book also applies communication theories to the mass media with current examples from journalism, broadcasting, advertising and public relations to clarify the concepts. A new chapter on cyber communications explores the influential new medium, using discussions of mediamorphosis, hypertext, multimedia, interface design, Internet addiction and Internet dependency. An extensively rewritten chapter on media chains and conglomerates addresses key developments in the field. The book also includes unique coverage of media uses and institutions, meant as an alternative way to think about mass communication. For readers interested in exploring mass communication theory.
- Sales Rank: #656489 in Books
- Brand: Brand: Addison Wesley Longman, Inc.
- Published on: 2000-06-29
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x 1.00" w x 7.40" l, 1.40 pounds
- Binding: Paperback
- 432 pages
- Used Book in Good Condition
From the Back Cover
The Fifth Edition addresses ongoing changes in mass communications and new developments in mass communications theory. The book also applies communication theories to the mass media with current examples from journalism, broadcasting, advertising and public relations to clarify the concepts. A new chapter on cyber communications explores the influential new medium, using discussions of mediamorphosis, hypertext, multimedia, interface design, Internet addiction and Internet dependency. An extensively rewritten chapter on media chains and conglomerates addresses key developments in the field. The book also includes unique coverage of media uses and institutions, meant as an alternative way to think about mass communication. For readers interested in exploring mass communication theory.
Most helpful customer reviews
0 of 0 people found the following review helpful.
Five Stars
By amber graham
Good deal.
3 of 4 people found the following review helpful.
Dated by today's standards
By TSS
This book has been a mainstay in Communications Theories courses in universities across America for most of the 21st century thus far, but it hasn't been updated much since its original publication in 2000. For a book that talks about Mass Comm. theories, it still provides a solid foundation as far as the histories of many theories go, but much of Severin and Tankard's commentary on technology (specifically the Internet) is laughably outdated. It makes me wonder how much progress has been made in the field in the 12 years since this book's initial publication.
Buy it if you must, but know that there are more up-to-date resources out there that deserve to bump this dusty tome from its revered position among college faculty.
1 of 1 people found the following review helpful.
I'm On The Fence
By Ashley Ann, Author
I purchased this book as required reading for a graduate class. I actually meant to purchase the 5th edition, not the 4th. Still, after comparing my version to the one my professor had, I realized that the only difference between the two seems to be an extra chapter in the 4th edition. While the old theories may not have necessarily changed, I'm sure there are some newer theories or newer ways to apply the old theories. If anything, this book should be updated to include the most recent technology and social media.
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