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This best -selling text provides a comprehensive, non-technical and wide ranging introduction to various approaches to understanding mass communication. Thoroughly up-to-date, this edition: Provides a grounding in the most basic and general ideas about mass communication, with particular reference to the many relations that exist between the media and social and cultural life. It examines the growing phenmenon of global media that has its origins in computer based technologies of production and transmission. Demonstrate how theories of mass communication relate to the broader understanding of society and culture------etc. This edition also takes account of recent theory and research in relation to new media, globalization and topics related to cultural production.