Milestones in Mass Communication Research

Milestones in Mass Communication Research,3/e offers an impressive history of mass communication research over the past 60 years and emphasizes media effects.

Foreword

vii

Preface

xi

Research as a Basis for Understanding Mass Communication

1

(20)

How the Milestones Were Selected

2

(2)

The Unsystematic Progression of Mass Communication Research

4

(1)

Conceptualizing Mass Society

5

(7)

The Magic Bullet Theory as a Point of Departure

12

(2)

The Development of the Tools of Research

14

(3)

Research Begins

17

(1)

Notes and References

18

(3)

The Payne Fund Studies: The Effects of Movies on Children

21

(24)

Overview of the Payne Fund Studies

24

(5)

Studies of Social Attitudes, General Conduct, and Delinquent Behavior

29

(11)

Conclusions and Implications

40

(2)

Notes and References

42

(3)

The Invasion from Mars: Radio Panics America

45

(24)

The Mercury Theatre and The War of the Worlds

46

(7)

The Research

53

(12)

Conclusions and Implications

65

(2)

Notes and References

67

(2)

The People's Choice: The Media in a Political Campaign

69

(24)

The Research Procedures

72

(4)

The Results

76

(14)

Conclusions and Implications

90

(2)

Notes and References

92

(1)

Audiences for DayTime Radio Serials: Uses and Gratifications

93

(22)

The Beginnings of a Discipline

94

(1)

The Office of Radio Research

95

(1)

Comparing Listeners and Nonlisteners

96

(11)

Uses and Gratifications Provided by Listening

107

(3)

Conclusions and Implications

110

(2)

Notes and References

112

(3)

The Iowa Study of Hybrid Seed Corn: The Adoption of Innovation

115

(20)

Innovations as a Basis of Social Change

116

(4)

The Contribution of Rural Sociology

120

(2)

The Diffusion of Hybrid Seed Corn in Two Iowa Communities

122

(5)

Implications

127

(4)

Conclusions

131

(2)

Notes and References

133

(2)

Experiments with Film: Persuading The American Soldier in World War II

135

(30)

The Nation at War

136

(5)

The Film Evaluation Studies

141

(15)

Additional Studies of Persuasion

156

(5)

Conclusions and Implications

161

(2)

Notes and References

163

(2)

Communication and Persuasion: The Search for The Magic Keys

165

(24)

The Research Program

166

(4)

The Experiments and Their Findings

170

(15)

Conclusions and Implications

185

(3)

Notes and References

188

(1)

Personal Influence: The Two-Step Flow of Communication

189

(24)

The Part Played by People: The Need For a New Approach

191

(4)

The Decatur Study of Opinion Leaders

195

(7)

The Findings

202

(7)

Conclusions and Implications

209

(1)

Notes and References

210

(3)

Project Revere: Leaflets as a Medium of Last Resort

213

(26)

Leaflets as a Medium of Last Resort

215

(1)

Project Revere

216

(8)

The Repetition Experiment

224

(11)

Conclusions and Implications

235

(2)

Notes and References

237

(2)

Television in the Lives of Our Children: The Early Years

239

(26)

The Research Program

241

(5)

The Findings

246

(14)

Conclusions and Implications

260

(3)

Notes and References

263

(2)

The Agenda-Setting Function of the Press: What to Think About

265

(26)

The Development of the Hypothesis

267

(3)

The Charlotte Study

270

(17)

Conclusions and Implications

287

(1)

Notes and References

288

(3)

Violence and the Media: The Turbulent Sixties

291

(24)

The Media Task Force Report

294

(2)

The Research Findings

296

(13)

Conclusions and Implications

309

(4)

Notes and References

313

(2)

The Surgeon General's Report: Television and Social Behavior

315

(28)

Overview of the Research Reports

317

(20)

The Firestorm of Criticism and the Senate Hearings

337

(2)

Conclusions and Implications

339

(2)

Notes and References

341

(2)

Television and Behavior: Ten Years of Progress

343

(36)

The Project and the Organization of the Report

344

(2)

Television Violence as a Cause of Aggression

346

(8)

Prosocial Behavior

354

(4)

Cognitive Aspects of Television

358

(2)

Additional Influences on Individuals and Society

360

(12)

Conclusions and Implications

372

(3)

Notes and References

375

(4)

The Lessons of the Milestones

379

(26)

Looking Back: A Review of Major Findings

380

(19)

Focused Theories to Which the Milestones Contributed

399

(5)

Notes and References

404

(1)

Index

405

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Milestones in Mass Communication Research

Summary

Table of Contents

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