Mass Communication: Living in a Media World
Fifth Edition
Learning Objectives
After studying this chapter, you will be able to:
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Discuss the history and development of our understanding of media effects.
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Name four types of effects the mass media can have.
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Explain eight major communication theories and their uses.
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Describe two ways in which political campaigns affect voters.
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Identify Herbert Gans’s eight basic journalistic values when reading a news story.