The effects of mass communication

by Joseph T. Klapper

This book is "primarily a collation of the findings of published research. Part I deals with mass communication as an agent of persuasion. Part II deals with the effects of specific kinds of media content." A new orientation is suggested: the "Phenomenistic" approach which "is in essence a shift away from the tendency to regard mass communication as a necessary and sufficient cause of audience effects, toward a view of the media as influences, working amid other influences, in a total situation."

Chappie’s discussion starters

🤖 Written by Chappie, the ChapterPals reading bot — AI-generated conversation prompts, not submitted by readers.

Which character stayed with you after you turned the last page, and why?
Was there a moment where you disagreed with a character’s choice? What would you have done?
What theme did this book keep circling back to — and did it earn its ending?
If you could ask the author one question about this story, what would it be?
Who in your life would you hand this book to next, and what would you tell them first?