Mass communication theories : explaining origins, processes, and effects / Melvin L. DeFleur.

Includes bibliographical references and index.

Shaping the American mass media: a brief overview
Introduction to the origins, nature, and uses of theories
The scientific method and the social construction of reality: the contributions of philosophy to media theory
Public opinion as shaped by the press: the contribution of political science
Cognitive processing: the contributions of psychology to mass communication theory
The concept of mass society as a contribution of sociology to media studies
James Bryce's 19th Century theory of public opinion and the press
Walter Lippmann's 1920s theory of unintentional news
The "magic bullet" theory of uniform effects
A selective and limited influences theory
Gatekeeping theory
Agenda-setting theory
The two-step flow of communication theory
Uses for gratifications theory
Media information utility theory
Modeling theory
Social expectations theory
Media-influenced diffusion of innovation theory
A theory of audience and media dependency on popular culture
The creeping cycle of desensitization theory
Critical cultural perspectives: interpretations of media influences on individuals and society
Cultural imperialism theory
Collateral media instruction theory
Other formulations and concepts

Mass Communication Theories: Explaining Origins, Processes, and Effects explores mass communication theories within the social and cultural context that influenced their origins. An intimate examination of the lives and times of prominent mass communication theorists both past and present bring the subject to life for the reader.