College and Research Libraries junior and community colleges. A more conceptual approach is found in Jon Lindgren 's provocative paper on colleges. He draws implications for a persuasive rhetoric and teaching methods from the parallel between library instruction and the teaching of composition. Of course, some topics a reader might want to see are not covered. I missed dis- cussions of library instruction in special and federal libraries , the use of statistics , and programs for teaching faculty and on-line data base users. Lubans makes the cogent suggestion that schools should look to ''fac- ulty -development" programs as a way to change attitudes, but this is not expanded upon . Chapter and final bibliographies and a list of library instruction clearinghouses , direc- tories , and newsletters make this well- presented volume more valuable. The index was a good idea but unfortunately is too in- complete to be very useful. This book is highly recommended to all who found the 1974 volume useful and to all academic li- brarians and faculty.-Robert ]. Merikan- gas, University of Maryland, College Park. Beyond Media: New Approaches to Mass Communication. Edited by Richard W . Budd and Brent D. Ruben . Rochelle Park , N .J .: Hayden Book Co., 1979. 262p. $10.95 paper. LC 78-12432. ISBN 0-8104-5644-5. The central thesis of this book is that the concept of mass communication and mass communication institutions should be broadened beyond the more traditional mass media such as radio, television , news- papers, magazines, and film to ittclude such nontraditional media as architecture, art, li- braries, museums, political image-making, religion, restaurants, and theater. Taking a McLuhanesque posture, the authors put forth their broadened perspective as a bridge toward interinstitutional interaction, suggesting that the application of the mass communication model of one to many might cast new light on how to handle problems familiar to the more traditional mass media institutions. This book should be required reading for all librarians. The authors pronounce that libraries could well become the most out- Recent Publications I 365 standing mass medium of our information- rich age. But they point out libraries can just as easily go out of business! Comparing the library to any of the classic mass media, they point to a reversal of the mass com- munication process, for, instead of having the source (librarian) communicating to a receiver (library user), the library user be- comes the communicator and the librarian becomes the receiver. It is the user who has the message that he or she attempts to ar- ticulate to the librarian-and unless that user "communicates," the library might re- main nothing more than a storehouse of ma- terials with all communication going one way . To assume a leadership role, the li- brary must take a pro-active stance, rather than be reactive. It must be a client- centered, information-disseminating agency. The librarian must be an information agent, who actively initiates the message process. The library's governance structure must he democratic with dynamic leadership direct- ing it on a broad , worldly course, with an outward focus on information networks . In summary, to compete with the tra- ditional mass media , libraries must become more convenient to access for greater numbers.-Mary B. Cassata, State Univer- sity of New York at Buffalo . Downs, Robert B. Books That Changed the World. 2d ed. Chicago: American Library Assn., 1978. 400p. $15. LC 78-13371. ISBN 0-8389-0270-7. Downs, Robert B. In Search of New Hori- zons: Epic Tales of Travel and Explora- tion. Chicago : American Library Assn ., 1978. 290p. $15. LC 78-13656. ISBN 0-8389-0269-3. Robert B. Downs has done it again, or- rather-done it again twice. He has pro- duced the second edition of his Books That Changed th; World, and he has ventured into a companion piece that, in capsule form, recounts the narratives of twenty-four eminent explorers. Books That Changed the World has been greatly expanded. Its two sections deal with books that changed the world of humanity and books that changed the world of sci- ence. The former extends from the Bible and Homer to Mein Kampf and the latter from Hippocrates to Einstein and Rachel 366 I College & Research Libraries • july 1979 Carson. There is no point in quibbling with the author's selection of the titles or in proposing substitutions by the reviewer; Downs' list of books is as good as any, and his depiction of the impact of each work upon history is sound. The book is one for dipping and browsing, rather than for con- tinuous reading. Experienced readers will find little that is new, but they will have at hand a reliable assessment of the books Downs considers to be epochal. In Search of New Horizons performs the same function for explorers and travelers, arranged chronologically from Herodotus to the conquerors of Annapurna and Everest. Here the subject matter calls for a more vigorous treatment than that which Downs' rather sluggish prose gives it. The informa- tion is solid, but the spark of life is fre- quently missing. As the range of narratives of exploration is so great, one may properly question some of Downs' choices. When there is still so much doubt that Peary reached the North Pole, why describe his account of the supposed feat? One also wonders why this work was published by the American Library Association rather than a commercial publisher, considering that · s subject matter appears to be more appro riate for trade publication.-Henry Miller Madden, California State University, Fresno. National Research Council. Study Project on Social Research and Development. The Federal Investment in Knowledge of Social Problems. Volume 1: Study Project Report. Washington, D.C.: National Academy of Sciences, 1978. 114p. $7. LC 78-7928. ISBN 0-309-02747-0. National Research Council. Study Project on Social Research and Development. Knowledge and Policy: The Uncertain Cdnnection. Laurence E. Lynn, Jr., editor. Study Project on Social Research and Development, Volume 5. Washing- ton, D.C.: National Academy of Sciences, 1978. 183p. $8.25. LC 78-1960. ISBN 0-309-02732-2. The works cited above are the report and one of five volumes of background papers of the National Research Council's Study Proj- ect on Social Research and Development, commenced in 1974. This was the fourth federally sponsored investigation since 1968 of the usefulness of social science to social policy and possibilities for improvement. According to its chairman, Professor Donald Stokes of Princeton, the latest study differs from its predecessors in considering the limitations as well as the potentialities of social research for governmental purposes; in encompassing all aspects of "knowledge production and application" (including, for example, collection of social statistics) in addition to research and development as conventionally defined; and in including nonfederal users and uses in calculating the benefits of federal knowledge-promoting ac- tivities. Among the study group's recommen- dations are that federal research sponsorship be more -systematically planned, as well as increased; that research users outside gov- ernment be involved in planning; that dis- semination activities include periodic syntheses of the knowledge gained from re- search (a propos.al that recalls the Weinberg Report of 1963); and that the role of knowl- edge brokers-officials whose job is to iden- tify and elucidate for government and the scientific community their opportunities for mutual betterment-be enlarged. The six background papers collected under the title Knowledge and Policy: The Uncertain Connection make for livelier reading than the study report, displaying an interesting range of opinion on such matters as the past usefulness of social science to policy formation and the extent to which so- ciety both can and should expect direct and immediate benefits from scientific en- deavors. To mention just a few examples in this small space, Carol H. Weiss reports that use of social science by federal decision makers has been shown to be greater than is generally assumed (p.26), while James Q. Wilson asserts that serious social science is given serious governmental attention only rarely, and perhaps never (p.82, 92). A sys- tem called PIPs (policy implication papers) established in HEW to systematize dissemi- nation and use of research results is judged promising in one paper (Howard Davis and Susan Salasin, p.121-22), while another concludes "PIPs flopped" (Weiss, p. 70). Alone among the contributors, Weiss dis-