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By Richard Jackson Harris

The up to date variation of a textbook at the position of mass conversation within the formation of perceived fact, for mass conversation methods and results path.

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The media were not merely communicating the news; they had become the news. In the case of the Vietnam War, scholars, heads of state, and the general public are still debating the role of the media in the declining public acceptance of that war between 1965 and 1973. We have come a long way from Gutenberg to the thousands of daily newspapers, magazines, television stations, and radio stations in the world today. ) In this chapter we introduce the concept of mass communication and our use of the media from a cognitive psychological perspective.

Trained in the 1970s as a rigorous experimental psychologist studying language, I became interested in applying what I knew about text processing to studying the sort of language that people encounter every day. Some research on the cognition of deceptive advertising in the late 1970s first challenged me to think seriously and more broadly about mass media consumption as information processing. It is through this work that the current cognitive perspective on the media came to influence my thinking.

1992). Group Differences The amount of television viewing changes through the life span. 5 hours per day. It then levels off until about age 8, rising again to a peak of around 4 hours a day by age 12 (Liebert & Sprafkin, 1988). It then starts to fall, especially during the high school and college years and young adulthood, when people are busy with dating, studying, and rearing young children. There is another rise, however, in older adult years after one's children are grown. In fact, the elderly are some of the heaviest viewers of television (Condry, 1989).

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