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(Ebook) McQuail's Mass Communication Theory by Denis McQuail ISBN 9781849202916, 9781849202923, 1849202915, 1849202923

  • SKU: EBN-11206704
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4.5

28 reviews
Instant download (eBook) McQuail's Mass Communication Theory after payment.
Authors:Denis McQuail
Pages:534 pages.
Year:2010
Editon:6th
Publisher:Sage
Language:english
File Size:3.84 MB
Format:pdf
ISBNS:9781849202916, 9781849202923, 1849202915, 1849202923
Categories: Ebooks

Product desciption

(Ebook) McQuail's Mass Communication Theory by Denis McQuail ISBN 9781849202916, 9781849202923, 1849202915, 1849202923

This version is an updating and consolidation of the last edition, building with more confidenceon the proposition that mass communication is evolving and becoming more complex ratherthan withering away. The earlier expectation of demise was based on the belief that the ‘newmedia’ of public communication that were appearing in the latter part of the 20th century wouldultimately prove to be superior in all respects to the relatively crude forms of traditional ‘massmedia’ (especially newspaper and television broadcasting). This supposition was itself out ofstep with the lessons of media history that has already demonstrated the power of differentmedia forms to adapt and survive in new environments.
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