pt. 1 Theories. Introduction: first approaches -- The rise of mass media -- Concepts and models -- Theory of media and theory of society -- Mass communication and culture -- New media-new theory? -- Normative theories of media and society -- pt. 2 Structures. Media structure and performance: principals and accountability -- Media structures and institutions -- Global mass communication -- pt. 3 Organizations. The media organization in its context -- The production of media culture -- pt. 4 Content. Media content; issues, concepts and methods of analysis -- Media genres and texts -- pt. 5 Audiences. Audience theory and research traditions -- Audience formation and experience -- pt. 6 Effects. The effect research tradition -- Processes of short-term effect -- Longer-term and indirect effects.