- Paperback: 256 pages
- Publisher: Sage Publications Ltd; First Edition edition (26 Nov 1991)
- Language English
- ISBN-10: 0803984316
- ISBN-13: 978-0803984318
- Product Dimensions: 22.9 x 15.2 x 1.5 cm
- Amazon Bestsellers Rank: 513,236 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Review
`Accessible, authoritative and up-to-date, the book does an admirable job of bridging the gap between communication theory and many different kinds of applications.' - Denis McQuail, University of Amsterdam
`The text is itself a masterpiece of clear communication. Strongly recommended.' - Journal of the Institute of Health Education
Product Description
This broad-ranging textbook provides a clear and comprehensive introduction to using communication theory in real-life communication activities. Planned communication, both interpersonal and through the mass media, is a standard facet of modern life. It is as evident in public health campaigns on smoking, drugs or AIDS as in commercial advertising and public relations. This textbook outlines how such communication can be informed by an understanding of the theories of communication that have evolved over the last thirty years.
How are ideas diffused through the mass media and other channels of communication? How does the audience read a message? What is known about the impact of different ways of handling a communication campaign? In examining these and similar questions the authors offer students helpful guidance through the often complex area of communication theory, relating it throughout to its practical implications.
Inside This Book
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First Sentence
A large part of this book will be devoted to the description of theories that can function as the basis for different communication strategies. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
A large part of this book will be devoted to the description of theories that can function as the basis for different communication strategies. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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