W. James Potter is Professor of Communication at the University of California, Santa Barbara. A holder of a Ph.D. in Communication Theory and another in Instructional Systems, he has also taught at Western Michigan University, Florida State University, Indiana University, UCLA, and Stanford University. He is a former editor of the Journal of Broadcasting & Electronic Media . He has published numerous scholarly articles, book chapters, and 20 books, including Media Effects, The 11 Myths of Media Violence, Theory of Media Literacy, and Arguing for a General Framework for Mass Media Scholarship.W. James Potter is Professor of Communication at the University of California, Santa Barbara. A… holder of a Ph.D. in Communication Theory and another in Instructional Systems, he has also taught at Western Michigan University, Florida State University, Indiana University, UCLA, and Stanford University. He is a former editor of the Journal of Broadcasting & Electronic Media . He has published numerous scholarly articles, book chapters, and 20 books, including Media Effects, The 11 Myths of Media Violence, Theory of Media Literacy, and Arguing for a General Framework for Mass Media Scholarship.