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.
1. Introduction: Milestone Studies Define a Field
Part I: Classic Theories for the 21st Century
2. Back to the Street: When Media and Opinion Leave Home
3. Cultivation Analysis: An Overview
4. Uses and Gratifications Theory in the 21st Century
Thomas E. Ruggiero
5. Agenda-Setting, Priming, and Framing Revisited: Another Look at Cognitive Effects of Political Communication
Dietram A. Scheufele
Part II: Enduring Research Streams
6. George Gallup and Ralph Nafziger: Pioneers of Audience Research
Steven H. Chaffee
7. The Politics of Studying Media Violence: Reflections 30 Years After The Violence Commission
Sandra J. Ball-Rokeach
8. Children and Media: On Growth and Gaps
Part III: Reflections and Future Directions
9. Where Have All the Milestones Gone? The Decline of Significant Research on the Process and Effects of Mass Communication
Melvin L. DeFleur
10. The End of Mass Communication?
Steven H. Chaffee & Miriam J. Metzger
11. Reevaluating "The End of Mass Communication?"
Gabriel Weimann, Nirit Weiss-Blatt, Germaw Mengistu, Maya Mazor Tregerman, and Ravid Oren
12. Shifting Paradigms: Decentering the Discourse of Mass Communication Research