McQuail, Denis. <br/><br/>
Mcquail's mass communication theory. / 
Denis McQuail. 
 - 6th ed. 
 - London :  Sage Publications,  2010. 
 - viii,621 p. :  ill.;  24 cm. 
<br/><br/> Includes bibliographical references  and indexes. 
<br/><br/>Contents: Preliminaries: Introduction to the book -- The rise of mass media -- Theories: Concepts and models for mass communication -- Theory of media and society -- Mass communication and culture -- New media-new theory -- Normative theory of media and society -- Structures: Media structure and performance: Principles and accountability -- Media economics and governance -- Global mass communication -- Organizations: The media organization: Pressure and demands -- The production of media culture --  Media content: Issues, concepts and methods of analysis -- Media genres and texts -- Audiences: Audience theory and research traditions -- Audience formation and experience -- Effects: Processes and models of media effects -- Social-cultural effects -- News, public opinion and political communication -- Epilogue: The future of mass communication. 
<br/><br/><label>ISBN: </label>9781849202916 9781849202923 (pbk.) 
<br/><br/><label>LCCN: </label>2009932171 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Mass media.
<br/><br/><label>LC Class. No.: </label>P90.M35  
<br/><br/><label>Dewey Class. No.: </label>302.23