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| Introduction | |
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| Theory and Research | |
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| Theory and the Study of Communication | |
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| Theory, Research, and Knowledge | |
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| Purposes and Evaluation of Theory | |
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| Common Theories in Mass Communication | |
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| Research Principles and Practices | |
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| Connecting Theory to the Research Process | |
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| Theory and Research in the Communication Science Tradition | |
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| Theory and Research in the Interpretive Tradition | |
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| Research Methods | |
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| Comparing Qualitative and Quantitative Methods | |
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| Quantitative Research Methods | |
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| Qualitative Research Methods | |
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| The Value of Evidence | |
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| The Research Project in a Theory-Based Course | |
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| Getting the Research Project Started | |
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| Choosing a Topic | |
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| Background Research | |
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| Research Designs | |
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| Choosing a Theory | |
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| General Issues around Writing a Research Paper | |
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| Presenting the Research Project | |
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| Mass Communication Theories | |
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| Early Developments in Mass Communication Theory | |
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| A Historical Perspective | |
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| The Evolution of Theory | |
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| Origins of Mass Communication | |
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| The Discipline of Mass Communication | |
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| Normative Theories of Media and Society | |
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| The Mass Communication Discipline Matures | |
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| The Individual Perspective on Mass Communication Theory | |
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| The Active Audience | |
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| Individual Influences on Media Effects | |
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| The Sociological Perspective on Mass Communication Theory | |
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| Agenda Setting | |
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| Diffusion Theory and Research | |
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| Knowledge-Gap Hypothesis | |
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| Spiral of Silence | |
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| Cultivation Theory | |
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| Alternative Paradigms of Critical and Cultural Studies | |
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| A Response to Limited Effects | |
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| Positivist/Interpretive Differences | |
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| Goals of Critical and Cultural Research | |
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| Types of Critical and Cultural Research | |
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| Bridge to the Real World | |
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| Media Law | |
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| The Legal System | |
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| First Amendment | |
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| Libel | |
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| Privacy | |
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| Copyright | |
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| Commercial Speech | |
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| Broadcast Regulation | |
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| Media Ethics | |
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| What Are Ethics? | |
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| Ethical Models | |
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| Professional Codes of Ethics | |
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| Media Economics | |
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| Market Principles | |
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| Market Structures and Competition | |
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| Markets and Media | |
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| Preparing for a Career in the Mass Media | |
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| The Job Market in Journalism and Mass Communication | |
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| Job Search Strategies | |
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| Considering Graduate School | |
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| Career Development Activities for Students | |
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| Theory Applications for Media Practitioners | |
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| The Relevance of Theory | |
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| Formal Theories and Media Genres | |
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| Relevance of Research | |
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| Index | |
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| Credits | |