Review of McQuail, Denis, 'McQuail's Mass Communication Theory', 6th ed., Sage, London, 2010, ISBN 9 7818 4920 2923, x+622 pp., A$77.00. Distributor: Footprint Books.

Abstract

This new edition of McQuail's eponymous book continues a long-term mapping of communication theory as it responds to shifts in media forms, technologies and practices. It makes a wide range of approaches accessible for introductory study, where it may often be used selectively for particular topics. Its intelligent analysis of key developments and issues also makes it a useful resource in advanced study and research. However, this latest edition does not introduce extensive new material, which could limit its interest for some readers. The title term 'mass communication' may seem dated because of its association with traditional mass media such as newspapers and television in their days of standardised, centralised production and one-to-many distribution. However, McQuail argues that mass communication is 'evolving', not 'withering away', in contexts of digital convergence and interactivity - a proposition explored in earlier editions (p. vi). He distinguishes 'mass communication' from 'mass media'. The former entails both public and private communications compatible with what he has previously called the 'demassification' of old media as they adapt to new conditions, with proliferating transmission channels and specialised users (p. 158).