Refining Milestone Mass Communications Theories for the 21st Century [Hardcover]

The Milestones essays in Mass Communication and Societyare reflective and analytical articles by the most notable scholars in the field. These classic essays address 21^stcentury issues from the pioneers of media and communication studies, including Elihu Katz on new media and social movements, George Gerbner on cultivation analysis, and Dietram Scheufele on political communication. As technologies evolve and mass communication becomes mobilized and democratized - more individual and also more social - these landmark scholars provide ideas about how established theories may be applied in new ways, and how future research can expand our understanding of mass communication as its reach and effects grow ever larger. This book will be essential reading for both students and researchers of Mass Communications Research.

1. Introduction: Milestone Studies Define a Field

2. Back to the Street: When Media and Opinion Leave Home

3. Cultivation Analysis: An Overview

4. Uses and Gratifications Theory in the 21st Century

5. Agenda-Setting, Priming, and Framing Revisited: Another Look at Cognitive Effects of Political Communication

6. George Gallup and Ralph Nafziger: Pioneers of Audience Research

7. The Politics of Studying Media Violence: Reflections 30 Years After The Violence Commission

8. Children and Media: On Growth and Gaps