Broadcasting was undoubtedly the most important media development of the 20th century. First radio and then television developed into mass media that could command the attention of virtually the entire nation at times. Interestingly, however, communication theorists have—with some notable exceptions—developed relatively few theories that are specifically about broadcasting. Rather, most theories deal with media effects. Many of these theories are quite relevant to broadcasting but also deal with effects of other media, such as newspapers. Thus, to review broadcasting theories, one must first understand theories of media effects in relation to broadcasting as a medium; then one can examine some of the more specialized theories that are specific to broadcasting.
Littlejohn, Stephen W and Karen A.Floss. (2009). Encyclopedia of Communication Theory.USA:SAGE.148
Edwina Ayu Kustiawan
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