Mass Media: Systems and Effects.

Abstract

WHAT IN WHICH CHANNEL TO WHOM TH WHAT EFFECT ? which has compartmentalized mass media research for a number of years, they concentrated on areas of research such as, for example the relation between individuals and the mass media. Mass AKedia -Systems and efects benefits largely by this perspective. Using the systems approach which they define on P1? 7 and 8, Davison Yu and Boylan aim at presenting an introduction to the history of mass media in the U.S.A., an overview of information about their functioning and eXects and a brief comparison of the American media system with other media systems. The book is divided into two parts: Part one labelled 'Systems' deals with the functioning of the American and other media systems and part two focuses on the effiects of communication. While information about the American system is certainly plentiful, the authors' discussion of ways of studying other media systems followed by a discussion of the mass communication system in China is very insightful. Equally instructive is chapter three which deals with how content is shaped and the subsection 'Pressures in Management' complements work already done here. Part two, 'EXects' is, on the whole, rather less interesting than part one. It is far more predictable, with sections on 'Uses' and 'Gratifications',theimportance of selectivity, attitude formation and change. One was hoping that the authors would deal with effiects in non-American media systems; asentencelike 'thegovernments of China and the Soviet Union make extensive use of quasi-mass communication' (p. I22) iS obviously inadequate and does not do justice to part of the avowed aims of the authors. But perhaps the strongest eriticism one can make of the book is that it is rather a series of interlocking areas and suffers from a lack of an integrated sociological analysis of mass communication. However, as a basic introductory text it will appeal to undergraduates now that studies of mass media are taking oS here. And the advanced student will find the suggestions for further reading quite helpful. Mott. S. Gokulstng North East London Polytechnic