Understanding audiences : learning to use the media constructively /

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Bibliographic Details
Main Author: Wicks, Robert H.
Corporate Author: PALCI EBSCO books
Format: Online Book
Published: Lawrence Erlbaum Associates, 2000
Series:LEA's communication series.
Online Access:http://ezproxy.villanova.edu/login?URL=http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=52007
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Table of Contents:
  • Beyond media effects to constructing social reality -- Interpreting media messages -- Distorting reality -- The interaction between people and media -- Understanding the nature of media industries -- Understanding nature of media audiences -- From media effects to constructing social reality -- Early communication theory -- Media's limited effects -- The 1970s and 1980s: alternative perspectives -- The cognitive revolution of the 1980s and 1990s -- Cognitive theory -- Media literacy -- Interpreting and misinterpreting media information -- The constructionism model -- Studying constructionism -- Using multiple methodologies -- Constructing media messages -- Attracting and maintaining the attention of the audience -- Redefining mass communication -- The profit motive -- The mass audience -- The segmented audience -- Media as big business -- Publishing houses, movie studios, and cable networks -- Personalized media in a global communications environment -- Partnerships and cross-media marketing strategies -- Electronic publishing -- Electronic books -- Selling books, films, and videos -- Newspapers, radio, and television -- Winds of change and the Telecommunications Act of 1996 -- Regulatory changes on the horizon -- The Internet and the World Wide Web -- Persuading the media audience -- Persuading the audience -- Communication campaigns -- Balance and dissonance theory -- Selective perception: exposure, attention, and interpretation -- The central and peripheral routes to attitude change.