McQuail's next book, "Mass Communication Theory", discusses in greater detail the mass communication concept. Specifically, it talks about the significance of mass media and how it affects the individual and society rather than focusing on the definitions of the models in general. "The three primary objectives: to update and take account of recent theory and research; enlargement, to reflect the continuing expansion of the field; clarification and improved presentation (pg. 13)". In Chapter 10, McQuail discusses the future of mass communication and states that it is either socially fragmenting or unifying. He makes several points on how the media needs to be socially responsible to be effective.