The Milestones essays in Mass Communication and Society are reflective and analytical articles by the most notable scholars in the field. These classic essays address 21st century 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.
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vii | |
| Notes on Contributors |
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xi | |
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1 Introduction: Milestone Studies Define the Field |
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1 | (5) |
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Part I Classic Theories for the 21st Century |
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2 Back to the Street: When Media and Opinion Leave Home |
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6 | (10) |
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3 Cultivation Analysis: An Overview |
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16 | (20) |
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4 Uses and Gratifications Theory in the 21st Century |
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36 | (35) |
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5 Agenda-Setting, Priming, and Framing Revisited: Another Look at Cognitive Effects of Political Communication |
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71 | (20) |
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Part II Enduring Research Streams |
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6 George Gallup and Ralph Nafziger: Pioneers of Audience Research |
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91 | (11) |
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7 The Politics of Studying Media Violence: Reflections 30 Years After The Violence Commission |
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102 | (16) |
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8 Children and Media: On Growth and Gaps |
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118 | (8) |
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Part III Reflections and Future Directions |
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9 Where Have All the Milestones Gone? The Decline of Significant Research on the Process and Effects of Mass Communication |
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126 | (14) |
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10 The End of Mass Communication? |
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140 | (15) |
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11 Reevaluating "The End of Mass Communication?" |
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155 | (27) |
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12 Shifting Paradigms: Decentering the Discourse of Mass Communication Research |
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182 | (9) |
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| Index |
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191 | |
Ran Wei is the Gonzales Brothers Professor of Journalism at University of South Carolina, USA, and current Editor-in-Chief of Mass Communication and Society. His research focuses on mobile communication, new media, and the processes and effects of media messages in various contexts (political, social, promotional, health and risk) that involve a wide range of media channels and devices, both traditional and emerging. He is a pioneering scholar in mobile communication research, and currently serves on the editorial board of Mobile Media & Communication.
