MASS COMMUNICATION RESEARCH: AN OLD ROAD RESURVEYED

Mass communication has many ramifications and so, too, do the research studies that seek a better understanding of its characteristics and its place in our society. Here it comes under the scrutiny of an old hand at critical surveys of mass communication research, himself a discerning researcher. Joseph T. Klapper is a veteran of seventeen years of active service in the field of communication research. He is now Director of the Office of Social Research of the Columbia Broadcasting System, Inc. This is a slightly revised version of his Presidential Address, delivered at the Eighteenth Annual Conference of the American Association for Public Opinion Research on May 18, 1963, at Bolton Landing, New York. The original title of the address was "Changing Faces of Mass Communication."