McQuail's Mass Communication Theory

The Fifth Edition of this bestselling textbook provides a comprehensive, non-technical introduction to the range of approaches to understanding mass communication. Fully revised, and with new student-friendly features, Mc Quail's Mass Communication Theory offers an integrated treatment of the major components of mass communication - the sender, the message, and the audience; considers all the diverse forms of mass communication in contemporary societies - television, radio, newspapers, film, music, the Internet and other forms of new media; and demonstrates how theories of mass communication relate to the broader understanding of society and culture.