The book consists of two parts. The first part takes a look at problems relative to language and interpersonal communication, then goes on to examine and illustrate the rhetorical model of the oration speech by Mark Antony in "Julius Caesar" by William Shakespeare. This section subsequently outlines the start and development of various communication systems and accesses their impact on daily life.

The second part of the book (edited by Roberto Lavorini) summarizes the various theories regarding mass communication: the magic bullet theory, intrapersonal communication (persuasion) theory, limited attachment theory, functional theory, and communicative theory.


1. Language and Communication

1.1 Language and Interaction

1.2 Rituals

1.3 Slogans, Clichés, and the Imaginary

1.4 Signals and Signs

1.5 Language, Myth, and Image

2. Mark Antony's Oration or the Art of Rhetoric

2.1 Metalanguage and Rhetoric

Glossary of Rhetorical Devices Used in Advertising

3. The Development of the Mass Media from the Ancient World to the Modern Era

3.1 The Phases of the Various Means of Communication

3.2 Communication and the Masses

3.3 The Rapid Speed of Communication and Social Stability

3.4 Time and the News

3.5 TV News Programs and the Manipulation of "the Real"

4. Communication and Political Economics

4.1 The Means of Communication following WWII

4.2 The Rise of News Agencies

4.3 Internal (or National) Communications

      A Comparative Look at Various Countries

4.4 Communications between Countries or Continents

4.5 Air Traffic, Mail Service, and Tourism

4.6 Technology, Supply and Demand

4.7 The Logical Consequence of Development: the growing gap between rich countries and poor countries

4.8 Groups, Property Holdings, and Control of the Mass Media

5. The Explosion of the Mass Media

5.1 Communication as It was Viewed Last Century

5.2 International Broadcasts

5.3 Propaganda

5.4 Advertising

5.5 The Development of International Organizations

5.6 The Planning and Layout of World Communication Systems

5.7 Telecommunications: the project in Rome and the project in Mexico City

5.8 Communication and Current Economic Prospects in Developed Countries

5.9 The Overabundance of Information and the Dearth of Information

5.10 A Community of Interests

6. Social Aspects of World Communications

6.1 Communication, Nationalism, and Internationalism

6.2 Tourism as a Means of Communication

6.3 International Relations, Institutions, and Individuals

6.4 International Communications: as they appear on the surface and how they are at an institutional level.

6.5 Will World-wide Communications Lead to the Extinction of Minority Languages?

6.6 Democracy and the Mass Media

6.7 Final Considerations on the Future of Communications


1. Notes on the Various Theories of Communication

1.1 Preamble

1.2 The Hypodermic Needle or Magic Bullet Theory

1.3 The Empirical/Experimental Approach (Persuasion)

1.4 The Empirical Field Approach (Limited Effects)

1.5 Functional Theory of Mass Communication

1.6 Communicative Theory


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