Stock ID #133209 Switch on: Switch Off. Mass Media Audiences in Malaysia. NEWELL GRENFELL.

Switch on: Switch Off. Mass Media Audiences in Malaysia.

Kuala Lumpur. Oxford University Press. 1979. Stock ID #133209

Map, xi + 260pp, index, bibliography, notes, appendices, paperback, stamp front free endpaper, minor wear covers, still a good copy.

"The author offers a practical approach to the subject of mass communication in developing countries. He argues that policy-makers and communication scholars who are concerned with the role, content and effects of the mass media in such countries ought logically to begin their evaluations with analyses of the size and composition of the audiences.... The author's finding that ethnic group is generally the most salient 'Switch On: Switch Off' varibale in Malaysia has particular significance and clearly illustrates the value and importance of audience analysis, because policy-makers have officially prescribed an integrative, national-building role for the media in Malaysia". From the blurb.

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Price: $33.00 AU

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