origins, methods, and uses in the mass media Severin, Werner J James W. Tankard creator text New York Addison Wesley Longman 2001 monographic xv, 411 p. ; 24 cm. : ill. Includes index. Mass media--theories Political communication Social activites Media channels Mass communication Mass Media Scientific method RICPP RIMS 302.23 SEV 0801333350 (pbk) 9781292042855 (pbk)