Applied Mass Communication Theory: A Guide for Media Practitioners » (1st Edition)

Applied Mass Communication Theory: A Guide for Media Practitioners bridges a review of theory to the contemporary work of media professionals. The book is organized into three units. The first, “Mass Communication Theory and Research,” provides a framework for constructing an undergraduate research project, which is often required for upper-level mass communication courses. The second, “Mass Communication Theories,” presents vital chronological information on the progression of theory in mass communication, including a model that integrates mass communication theories and shows how they relate to one another. Finally, Unit 3, “Bridge to the Real World,” provides information on media law, ethics, economics and mass media careers, effectively establishing a critical framework for students as they leave college and begin their first job.

Introduction     xii
Theory and Research     1
Theory and the Study of Communication     3
Theory, Research, and Knowledge     4
Purposes and Evaluation of Theory     8
Common Theories in Mass Communication     10
Research Principles and Practices     12
Connecting Theory to the Research Process     12
Theory and Research in the Communication Science Tradition     13
Theory and Research in the Interpretive Tradition     24
Research Methods     27
Comparing Qualitative and Quantitative Methods     28
Quantitative Research Methods     29
Qualitative Research Methods     54
The Value of Evidence     64
The Research Project in a Theory-Based Course     67
Getting the Research Project Started     67
Choosing a Topic     68
Background Research     69
Research Designs     72
Choosing a Theory     76
General Issues around Writing a Research Paper     77
Presenting the Research Project     83
Mass Communication Theories     87
Early Developments in Mass Communication Theory     89
A Historical Perspective     90
The Evolution of Theory     90
Origins of Mass Communication     92
The Discipline of Mass Communication     98
Normative Theories of Media and Society     114
The Mass Communication Discipline Matures     117
The Individual Perspective on Mass Communication Theory     122
The Active Audience     123
Individual Influences on Media Effects     130
The Sociological Perspective on Mass Communication Theory     149
Agenda Setting     150
Diffusion Theory and Research     155
Knowledge-Gap Hypothesis     159
Spiral of Silence     162
Cultivation Theory     164
Alternative Paradigms of Critical and Cultural Studies     173
A Response to Limited Effects     174
Positivist/Interpretive Differences     175
Goals of Critical and Cultural Research     176
Types of Critical and Cultural Research     178
Bridge to the Real World     197
Media Law     199
The Legal System     200
First Amendment     202
Libel     206
Privacy     211
Copyright     214
Commercial Speech     218
Broadcast Regulation     221
Media Ethics     225
What Are Ethics?     226
Ethical Models     228
Professional Codes of Ethics     235
Media Economics     248
Market Principles     249
Market Structures and Competition     253
Markets and Media     256
Preparing for a Career in the Mass Media     264
The Job Market in Journalism and Mass Communication     264
Job Search Strategies     265
Considering Graduate School     275
Career Development Activities for Students     276
Theory Applications for Media Practitioners     277
The Relevance of Theory     277
Formal Theories and Media Genres     279
Relevance of Research     285
Index     287
Credits     291