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| Preface to the 1996 Edition | |
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| Preface to Second Edition | |
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| Studying "Theory" - Doing "Research" | |
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| Integrating Theory and Research: Starting with Questions | |
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| Thinking about Theory | |
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| Thinking Quantitatively | |
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| Thinking Qualitatively: Hermeneutics in Science | |
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| Mass Communication: Approaches and Concerns | |
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| Mass Communication Theory and Research: Concepts and Models | |
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| Media Gatekeeping | |
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| The Agenda-Setting Role of the News Media | |
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| Cultivation Analysis: Research and Practice | |
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| Theories and Methods in Knowledge Gap Research | |
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| Uses and Gratifications | |
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| Spiral of Silence: Communication and Public Opinion as Social Control | |
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| International Communication | |
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| Violence and Sex in the Media | |
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| Social Science Theories of Traditional and Internet Advertising | |
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| Human Communication Approaches and Concerns | |
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| Human Communication Theory and Research: Traditions and Models | |
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| The Rhetorical Perspective: Doing, Being, Shaping, and Seeing | |
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| Persuasion | |
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| Interpersonal Communication | |
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| Modeling Cultures: Toward Grounded Paradigms in Organizations and Mass Culture | |
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| Intercultural Communication | |
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| Intrapersonal Communication and Imagined Interactions | |
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| Nonverbal Communication | |
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| Small Group Communication | |
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| Watch Your Neighbor Watching You: Applying Concertive Control in Changing Organizational Environments | |
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| Integrated Approaches to Communication | |
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| Internet Communication | |
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| Organizational Legitimacy: Lessons Learned from Financial Scandals | |
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| Diffusion of Innovations | |
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| Credibility | |
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| Political Communication | |
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| Public Relations and Integrated Communication | |
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| Health Communication | |
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| Feminist Theory and Research | |
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| Communication Ethics | |
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| Future of Theory and Research in Communication | |
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| Communication Theory and Research: The Quest for Increased Credibility in the Social Sciences | |
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| The Future of Communication Theory and Research | |
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| Contributors | |
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| Index | |