The Fourth Edition of this successful textbook provides a comprehensive, non-technical introduction to the range of approaches to understanding mass communication. Now fully revised McQuail's Mass Communication Theory: Offers an integrated treatment of the major components of mass communication: the sender, the message, and the audience; encompasses the diverse forms of mass communication in contemporary societies: television, radio, newspapers, film, music, the internet and other forms of new media; demonstrates how theories of mass communication relate to the broader understanding of society and culture; provides a glossary of nearly a hundred key terms in media and communication. Now thoroughly updated, this new edition has been rewritten to take account of recent theory and research particularly as it relates to new media, globalisation, and cultural production topics, such as advertising, marketing, fashion, and merchandising. Retaining all the strengths of the previous editions, McQuail's Mass Communication Theory remains the most integrated and comprehensive introduction to the field.