- Summary
- Contents
The SAGE Key Concepts series provides students with accessible and authoritative knowledge of the essential topics in a variety of disciplines. Cross-referenced throughout, the format encourages critical evaluation through understanding. Written by experienced and respected academics, the books are indispensable study aids and guides to comprehension.
Key Concepts in Public Relations:
- Provides a comprehensive, easy-to-use overview to the field
- Covers over 150 central concepts in PR
- Paves the way for students to tackle primary texts
- Grounds students in both practice and theory
- Takes it further with recommended reading
Introduction
Mass Communication
The sending of a message or information by an individual or organisation to a large audience, typically through modern communication channels.
Mass communications is a popular field of academic research that concerns itself with the messages themselves, the communication channel, and the ways in which the audience receive and perceive that message. Characteristics of the message to be analysed touch upon theories of persuasion and propaganda.
These will clearly interact with the medium by which the message is transferred, and this has undoubtedly been influenced by the information revolution since the 1980s. With the apparent privatisation of the public sphere, through the commercial development of communication media, and subsequent pressures on journalism practice, many would argue that public relations has had an increasing influence on ...
