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Chapter Outline
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Defining Media and Mass Communication  
  1. Mass Communication  
  2. Media  
The Coevolution of Mass Media and Audiences  
  1. Oral Culture  
  2. Literate Culture  
  3. Communication in an Electronic Society  
  4. Technological Convergence in the 21st Century  
Media Functions and Effects  
  1. Predicting Media Effects  
  2. Gratifying Audiences  
  3. Defining Public Agendas  
  4. Cultivating Worldviews  
Using Media Responsibly  
  1. Identifying Underlying Interests  
  2. Identifying Production Techniques  
  3. Assessing Beliefs and Values  
  4. Creating Responsible Media  
Resources for Review and Skill Building  





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