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4L The Process and Effects of Mass Communication

edited by WILBUR SCHRAMM

UNIVERSITY OF ILLINOIS PRESS URBANA 1955

Contents
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THE PROCESS OF COMMUNICATION 1

WILBUR SCHRAMM How Communication Works 3

THE PRIMARY EFFECT — ATTENTION . . . 27

INTRODUCTORY NOTE: THE ANATOMY OF ATTENTION 29

WHY THEY ATTEND TO MASS COMMUNICATION 35

BERNARD BERELSON What "Missing the Newspaper" Means... .36

KATHERiNE м . х W O L F E AND MARTORIE FISKE Why They Read
Comics 48
HERTA HERZOG Motivations and Gratifications of Daily
Serial Listeners 50
DOUGLAS WAPLES, BERNARD BERELSON, AND FRANKLYN R.
BRADSHAW Why They Read 56

THE AUDIENCES OF MASS COMMUNICATION 68

PAUL F . LAZARSFELD AND PATRICIA KENDALL The Communi­

cations Behavior of the Average American: Some Tables... .69
WILBUR SCHRAMM AND DAVID M. W H I T E Age, Education, and
Economic Status as Factors in Newspaper Reading:
Conclusions 71
VARIOUS SOURCES Mass Communications and Their Audiences
in Other Countries 74
THE EFFECT OF DIFFERENT CHANNELS 85

INTRODUCTORY NOTE: THE NATURE OF CHANNELS 87

J O S E P H т. KLAPPER The Comparative Effects of the Various

Media 91

GETTING THE MEANING UNDERSTOOD 107

INTRODUCTORY NOTE: THE MEANING OF MEANING 109

PERCEIVING THE MESSAGE 115

DAVID K R E C H AND RICHARD s. CRUTCHFIELD Perceiving the

World 116
LEONARD DOOB The Perception of Propaganda 138
GORDON ALLPORT AND LEO POSTMAN The Basic Psychology
of Rumor 141
COMMUNICATING TO ANOTHER CULTURE 156

ALEXANDER H . LEIGHTON AND MORRIS EDWARD OPLER Psychiatry

and Applied Anthropology in Psychological Warfare Against
Japan 157
BRUCE L. S M I T H Communications Research on Non-Industrial
Countries. . 170
RALPH к . W H I T E The New Resistance to International
Propaganda 180
WILLIAM B U C H A N A N AND HADLEY CANTRIL National
Stereotypes 191

MODIFYING ATTITUDES AND OPINIONS 207

INTRODUCTORY NOTE: THE NATURE AND BEHAVIOR OF ATTITUDES 209

EUGENE L. HARTLEY, R U T H E. HARTLEY, AND CLYDE HART

Attitudes and Opinions 216
CHARLES E. OSGOOD AND PERCY H . TANNENBAUM Attitude
Change and the Principle of Congruity 251
CARL I. HOVLAND, ARTHUR A. LUMSDAINE, AND FRED D. SHEFFIELD
The Effect of Presenting "One Side" versus "Both Sides" in
Changing Opinions on a Controversial Subject. 261
CARL I. HOVLAND AND WALTER W E I S S The Influence of Source
Credibility on Communication Effectiveness 275
J O S E P H т. KLAPPER Mass Media and Persuasion 289
LEONARD DOOB The Behavior of Public Opinion 321
BERNARD BERELSON Communication and Public Opinion 342
EFFECTS I N TERMS OF GROUPS 357

INTRODUCTORY NOTE: THE IMPORTANCE OF THE GROUP IN THE

COMMUNICATION CHAIN 359

HERBERT BLUMER The Crowd, the Public, and the Mass 363
ELIOT FREIDSON Communications Research and the Concept
of the Mass 380
MATILDA W H I T E RILEY AND J O H N w . RILEY, J R . A Sociological
Approach to Communications Research 389
STANLEY к . BIGMAN Prestige, Personal Influence,
and Opinion 402
HADLEY CANTRIL The Invasion from Mars. . . 411
ROBERT к . MERTON Mass Persuasion: The Moral Dimension. .424

SPECIAL PROBLEMS OF ACHIEVING A N EFFECT WITH INTERNATIONAL

COMMUNICATIONS 429

INTRODUCTORY NOTE: THE DIMENSIONS OF THE PROBLEM 431

W. PHILLIPS DAVISON AND ALEXANDER L. GEORGE An Outline

for the Study of International Political Communication..... 433
HANS SPEIER Psychological Warfare Reconsidered. .. 444
CHARLES Y. GLOCK The Comparative Study of Communication
and Opinion Formation 469
DANIEL LERNER Effective Propaganda: Conditions and
Evaluation 480
ERNST KRIS AND NATHAN LEiTES Trends in Twentieth
Century Propaganda 489
EDWARD A. S H I L S AND MORRIS jANOwiTz Cohesion and
Disintegration in the Wehrmacht in World War II 501
LEONARD DOOB Goebbels' Principles of Propaganda 517
HAROLD D. LASSWELL The Strategy of Soviet Propaganda. .. .537
PHILIP SELZNICK Problems of Counteroffense Against
International Communism . 548

100 TITLES FOR FURTHER READING 563

INDEX OF NAMES 573

INDEX OF SUBJECTS 578