Written by one of the foremost and widely-respected writers in the
field, this volume sheds new light on the forms and premises of the
communicative experience. In doing so, it challenges the
theoretical positions of marxist and "political economy of media"
analysts who focus largely on the structure of economic and social
power within the media. Instead, Scannell explores the structuring
of engagement of the viewer/listener with the broadcaster by
analyzing the communicative intentions of the broadcaster and the
understanding by the audience of those intentions. Thus, this
"sympathetic" relationship forms the basis of engagement. What the
author does here is to create a genuine meeting of communication
theory with mass media studies and history of the media, applying
theory to a series of historically-grounded case studies in such a
way as to facilitate students' understanding. This powerful and
accessible book makes an important contribution to media studies in
showing students how the history of the media can be enriched by
communications theory.
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