Mcquail's Mass Communication Theory -

: McQuail co-developed a model for why individuals use media, focusing on Diversion , Personal Relationships , Personal Identity , and Surveillance .

: He updated traditional theory by categorizing new media into interpersonal communication, interactive play, information search, and collective participatory media. Latest Edition (7th Ed, 2020) McQuail Mass Communication Theory: Models & Functions McQuail's Mass Communication Theory

McQuail provides a comprehensive roadmap of the field, organizing theories into several key frameworks: : McQuail co-developed a model for why individuals

: He categorizes the "intent" behind communication through specific models: transmission, ritual/expressive, publicity/attention, and reception. focusing on Diversion