Joseph T. Klapper
The effects of mass communication
Joseph T. Klapper · 1960
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This book is "primarily a collation of the findings of published research. Part I deals with mass communication as an agent of persuasion. Part II deals with the effects of specific kinds of media content." A new orientation is suggested: the "Phenomenistic" approach which "is in essence a shift away from the tendency to regard mass communication as a necessary and sufficient cause of audience effects, toward a view of the media as influences, working amid other influences, in a total situation."
Book details
- Year
- 1960
- Language
- English
- Series
- Foundations of communications research
- Publisher
- Free Press
- Editions
- 1
- Pages
- 302
- ISBN
- 9780029173800
Data source: Wikidata