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<P>In the second edition of this widely-used introductory text John Fiske draws upon the main authorities in the field, from Shannon and Weaver's <i>Communication Theory</i> to Saussure's structural linguistics and Peirce's <i>Semiotics</i>. He examines the two main schools: seeing communication as the encoding, transmission, and decoding of messages; and viewing communication as the generation of meanings.</P>

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