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