chapter2 - The Dynamics of Mass Communication Seventh...

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The Dynamics of Mass Communication Joseph R. Dominick Seventh Edition
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Part 1 Part 1 The Nature and History of The Nature and History of Mass Communication Mass Communication
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Chapter 2 Chapter 2 Perspectives on Perspectives on Mass Communication Mass Communication
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A few perspectives we could use A few perspectives we could use to study the Mass Media to study the Mass Media Historical Operational Technological Functional Critical / Cultural
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Functional Analysis Functional Analysis How to understood something by analyzing its uses. Advantages: generates concepts helpful in understanding media behavior makes us aware of gratification diversity provided by media provides a perspective from which to examine the media
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Mass Communication Roles Mass Communication Roles Various media provide different primary functions Macroanalysis: how society uses the mass media Microanalysis: how individuals use the mass media
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How Society Uses the Mass Media The Macroanalytic View
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chapter2 - The Dynamics of Mass Communication Seventh...

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