• Summary
  • Contents
  • Subject index

“Arthur Asa Berger provides a succinct, accurate, and enjoyable introduction to the mass communications field. Although the book covers the same topics as other introductory works… his writing and organization make the material seem like a light repast rather than an overbearing meal…. Essential for all undergraduate collections in mass communication theory and mass media studies.”


Arthur Asa Berger combines his broad knowledge of the field with his unique ability to translate difficult theories into comprehensible terms and accessible language. He uses illustrations related to popular genres to make these theories relevant to students” lives. The concluding chapter provides questions for further work and discussion and is designed to help the student further contemplate the implications and applications of mass communication theory. An up-to-date bibliography and glossary provide a comprehensive resource on mass communication theory.

The Artist
The artist

In Chapter 5 we concerned ourselves with America, and with society in general. Now, in this final chapter, we turn to creative artists and consider their role in mass communication and the mass media. The artist is the last of the five focal points—but not the least important, by any means. I point out in this chapter that some kinds of creative artists, such as novelists, create their own texts, whereas others, such as television scriptwriters, generally work in teams. Some art forms, such as film, are extremely collaborative. All creative artists have to be mindful of the powers and limitations of the media they work in and of the tastes and interests of their potential audiences. This leads to discussion of ...

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