The 'Milestones' essays in Mass Communication and Society are
reflective and analytical articles by the most notable scholars in
the field. These classic essays address 21st century issues from
the pioneers of media and communication studies, including Elihu
Katz on new media and social movements, George Gerbner on
cultivation analysis, and Dietram Scheufele on political
communication. As technologies evolve and mass communication
becomes mobilized and democratized - more individual and also more
social - these landmark scholars provide ideas about how
established theories may be applied in new ways, and how future
research can expand our understanding of mass communication as its
reach and effects grow ever larger. This book will be essential
reading for both students and researchers of Mass Communications
Research.
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