4Denis McQuail, Mass Communication Theory- An Introduetion,third edition, Sage Publications, 1994,p318.
5Stanley J. Baran, Dennis K. Davis, Mass Communication Theory: Foundations, Ferment and Future, ( 2nd Edition ), Wadsworth, 2000, p.252-254.
6Alan M. Rubin, "Media Uses and Effects:A Uses and Gratifications Perspective", in Bryant, J. & Zillmann, D. ( eds ) Media Effects: Advances in Theory and Research, LEA Publishers, 1994, p420-421.