Page 7 - Media Effects Advances in Theory and Research

vi CONTENTS

9 RESURVEYING THE BOUNDARIES OF POLITICAL
COMMUNICATION EFFECTS 215
Douglas M. McLeod, Gerald M. Kosicki, and Jack M. McLeod

10 EFFECTS OF MEDIA VIOLENCE 269
Glenn G. Sparks and Cheri W. Sparks

11 FRIGHT REACTIONS TO MASS MEDIA 287
Joanne Cantor

12 EFFECTS OF SEX IN THE MEDIA 307
Richard Jackson Harris and Christina L. Scott

13 MINORITIES AND THE MASS MEDIA: TELEVISION INTO
THE 21ST CENTURY 333
Bradley S. Greenberg, Dana Mastro, and Jeffrey E. Brand

14 MEDIA INFLUENCES ON MARKETING
COMMUNICATIONS 353
David W. Stewart, Paulos Pavlou, and Scott Ward

15 VAST WASTELAND OR VAST OPPORTUNITY?
EFFECTS OF EDUCATIONAL TELEVISION ON CHILDREN’S
ACADEMIC KNOWLEDGE, SKILLS, AND ATTITUDES 397
Shalom M. Fisch

16 COMMUNICATION CAMPAIGNS: THEORY, DESIGN,
IMPLEMENTATION, AND EVALUATION 427
Ronald E. Rice and Charles K. Atkin

17 EFFECTS OF MEDIA ON PERSONAL AND PUBLIC HEALTH 453
Jane D. Brown and Kim Walsh-Childers

18 THE THIRD-PERSON EFFECT 489
Richard M. Perloff

19 INDIVIDUAL DIFFERENCES IN MEDIA EFFECTS 507
Mary Beth Oliver

20 THE USES-AND-GRATIFICATIONS PERSPECTIVE OF
MEDIA EFFECTS 525
Alan M. Rubin