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INTRODUCTION

Chapter 1: Shaping the American Media: A Brief Overview
Chapter 2: The Nature and Uses of Theories

Part I: Interdisciplinary Contributions to Media Studies
Chapter 3: The Scientific Method and the Social Construction of Reality: The Contributions of Philosophy
Chapter 4: Public Opinion as Shaper by the Press: The Contribution of Political Science
Chapter 5: Cognitive Processing: The Contribution of Psychology to Mass Communication Theory
Chapter 6: The Concept of Mass Society: The Magic Bullet Theory: As a Contribution of Sociology to Media Studies

Part II: The Beginnings: Early Analyses of Mass Communication
Chapter 7: James Bryce’s Theory of Public Opinion and the Press
Chapter 8: Walter Lippmans’s Theory of Unintentional News Distortion
Chapter 9: The “Magic Bullet” Theory of Uniform and Powerful

Part III: Contemporary Theories of Mass Communication
Chapter 10: The Selected and Limited Influences Theory
Chapter 11: Gatekeeping Theory
Chapter 12: Agenda-setting Theory
Chapter 13: The Two-Step Flow of Communication Theory
Chapter 14: Uses for Gratification Theory
Chapter 15: Information Utility Theory
Chapter 16: Modeling Theory
Chapter 17: Social Expectations Theory
Chapter 18: Media-Influenced Diffusion-of-Innovation Theory
Chapter 19: Popular Culture Theory
Chapter 20: The Creeping Cycle of Desensitization Theory
Chapter 21: Critical Cultural Perspectives
Chapter 22: Cultural Imperialism Theory
Chapter 23: Collateral Media Instruction Theory
Chapter 24: Other Formulations and Concepts

This book offers the following features:

Includes four new theories (ch. 15, Information Utility Theory; ch.17, Social Expectations Theory; ch.20, Creeping Cycle of Desensitization; ch.23, Collateral Instruction Theory) developed specifically for this book to provide readers with a more complete understanding of the processes and effects of contemporary mass media influences.
Explores the historical and cultural events that shaped each theory, adding to our continued accumulation of knowledge and understanding of ways that mass communication plays a part in shaping both individual behavior and the features of our constantly changing society.
Clear, jargon-free writing make the basic concepts behind the theories accessible to readers

“Formalization” of theories, founded at the end of each chapter, provides clarity and moves mass communication theories into the realm of traditional scientific fields