Machine derived contents note: Preface - James J Bradac -- Introduction - John Waite Bowers -- Message Effects - Joseph N Cappella and Richard L Street Jr -- Theory and Research on Mental Models of Messages -- Methodological Issues in the Study of Message Effects - Anthony Mulac and Dale Kunkel -- Goals, Plans and Discourse Comprehension - Charles R Berger -- Inference-Gathering Knowledge Structures in Message Processing - Kathy Kellerman and Tae-Seop Lim -- Messages and Persuasive Effects - Michael Burgoon -- Message Effects Via Induced Changes in the Structural Need for a Response - Robert E Sanders -- Television Commercials as Mass Media Messages - Esther Thorson -- Message Features and Entertainment Effects - Jennings Bryant -- The Effects of Violent Messages in the Mass Media - Daniel G Linz and Edward Donnerstein -- Message Effects - James J Bradac, Robert Hopper, and John M Wiemann -- Retrospect and Prospect
Notes
"Grew out of a program sponsored by the Research Board at the 1986 meeting of the Speech Communication Association"--Pref