Communication Theories, Pearson New International Edition, 5th edition

Published by Pearson (November 17, 2014) © 2015

  • Werner J. Severin
  • James W. Tankard University of Texas-Austin
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Title overview

Applies communication theories to the mass media

This comprehensive and readable text applies communication theories to the mass media with an abundance of current examples from journalism, broadcasting, advertising and public relations to make concepts clear to students. The new edition of Communication Theories addresses the ongoing changes in the mass communication field and the new developments in mass communication theory that are occurring as we move into the new millennium. 

The book is firmly based in the scientific approach with its emphasis on observation, evidence, logic, and hypothesis testing but now also features a discussion of critical theory and cultural studies in Chapter 1 of the new edition.

Table of contents

  • I. THE CHANGING MEDIA LANDSCAPE
  • 1. Introduction to Mass Communication Theory
  • II. SCIENTIFIC METHOD AND MODELS OF MASS COMMUNICATION
  • 2. Scientific Method
  • 3. Models in Mass Communication Research
  • III. PERCEPTION AND LANGUAGE ISSUES IN THE MASS MEDIA
  • 4. The Role of Perception in Communication
  • 5. Problems in Encoding
  • 6. Analysis of Propaganda: First Theories of Decoding and Effects
  • IV. THE SOCIAL-PSYCHOLOGICAL APPROACH
  • 7. Cognitive Consistency and Mass Communication
  • 8. Theories of Persuasion
  • 9. Groups and Communication
  • 10. Mass Media and Interpersonal Communication
  • V. MASS MEDIA EFFECTS AND USES
  • 11. Agenda Setting
  • 12. The Knowledge-Gap Hypothesis
  • 13. Effects of Mass Communication
  • 14. Uses of the Mass Media
  • VI. MEDIA CHANNELS
  • 15. Mass Media in Modern Society
  • 16. Media Chains and Conglomerates
  • 17. Theories of Cyber Communication
  • VII. BRINGING IT ALL TOGETHER
  • 18. The Overall Picture

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