: He updated traditional theory by categorizing new media into interpersonal communication, interactive play, information search, and collective participatory media. Latest Edition (7th Ed, 2020) McQuail Mass Communication Theory: Models & Functions

: He describes it as a large-scale distribution of one-directional, impersonal messages to a vast, anonymous audience.

: McQuail co-developed a model for why individuals use media, focusing on Diversion , Personal Relationships , Personal Identity , and Surveillance .

: He identifies five classic societal functions: Information , Correlation (interpretation), Continuity (cultural values), Entertainment , and Mobilization .

: He categorizes the "intent" behind communication through specific models: transmission, ritual/expressive, publicity/attention, and reception.