Applied Mass Communication Theory A Guide for Media Practitioners

ISBN-10: 0205548733

ISBN-13: 9780205548736

Edition: 2008

List price: $61.95
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Description:

Applied Mass Communication Theory: A Guide for Media Practitionersbridges a review of theory to the contemporary work of media professionals.The book is organized into three units. The first, ldquo;Mass Communication Theory and Research,rdquo; provides a framework for constructing an undergraduate research project, which is often required for upper-level mass communication courses. The second, ldquo;Mass Communication Theories,rdquo; 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, ldquo;Bridge to the Real World,rdquo; 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.
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Book details

List price: $61.95
Copyright year: 2008
Publisher: Routledge
Publication date: 1/22/2008
Binding: Paperback
Pages: 320
Size: 7.00" wide x 9.25" long x 0.75" tall
Weight: 1.100
Language: English

Lauren A. Vicker is Professor and Chair of the Communication/Journalism Department, St. John Fisher College.

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