TY  - BOOK
AU  - McQuail, Denis
TI  - McQuail's mass communication theory 
SN  - 9788132105794
U1  - 302.23 MCQ(MCQ)Ed6 
PY  - 2010///
CY  - New Delhi
PB  - Sage
KW  - MEDIA
KW  - SOCIAL-INTERACTION
N1  - Part 1 Preliminaries 
1. Introduction to the Book 
2. The Rise of Mass Media 
Part 2 Theories 
3. Concepts and Models for Mass Communication 
4. Theory of Media and society 
5. Mass Communication and Culture 
6. New Media- New Theory ?
7. Normative theory of  Media and Society 
Part 3 Structures 
8. Media Structure and Performance : Principles and Accountability 
9. Media Economics and Governance 
10. Global Mass Communication 
Part 4 Organizations 
11. The Media Organization : Pressures and Demands 
12. The Production of Media Culture 
Part 5 Content 
13. Media Content : Issues, Concepts and Methods of Analysis 
14. Media Genres and Texts 
Part 6 Audiences 
15. Audience Theory and Research Traditions 
16. Audience Formation and Experience 
 Part 7 Effects 
17. Processes and Models of Media Effects 
18. Social-Cultural Effects 
19. News, Public opinion and political communication 
 Part 8 Epilogue 
20. The Future of Mass Communication 

Includes glossary, index & reference
ER  -