A. D. McQuail

A. D. McQuail was a prominent scholar in mass communication and media studies. He is best known for his work on understanding how media influences society, especially through the development of the "Mass Communication Theory." His approach emphasizes the role of media in shaping public opinion, behaviors, and cultural norms, while considering the complex interactions between media, audiences, and social contexts. McQuail's theories help us understand why media matters and how it functions in democratic societies, providing valuable insights for both academic researchers and media practitioners.