TY  - BOOK
AU  - SEVERIN, Werner J.
AU  - TANKARD, James W.
TI  - Communication theories: : origins, methods, and uses in the mass media 
SN  - 9781292042855
U1  - 302.23 SEV 
PY  - 2014///
CY  - Harlow, Essex
PB  - Pearson
KW  - Models in mass communication
KW  - Mass media environment
KW  - Media channels
KW  - Mass media language
N1  - Includes references (p.401-411)
N2  - 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. A new chapter on cyber communication (Chapter 17) offers unique coverage of this critical new medium and an extensively rewritten chapter on media chains and cong
ER  -