Zusammenfassung

This paper considers the possibility that early sociological interest in the integrative role of mass communication may have been undermined (1) by the short-run study of media '' campaigns,'' and the declaration that such persuasive efforts have only '' limited effect''; (2) by the wrangling over theories of '' mass society''; and (3) by a quasi-journalistic emphasis on '' media events.'' In spite of the theoretical basis for reconciling these traditions, the rift over the academic locus of communications research has not been repaired.

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