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| Preface | |
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| About the Editors | |
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| Introduction | |
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| Introduction to Communication Theory | |
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| What Is Communication? | |
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| What Does Communication Do? | |
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| What Is a Theory? | |
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| How Do Scholars Construct Theories? | |
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| How Can I Know If a Theory Is "Good"? | |
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| Summary | |
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| Discussion Questions | |
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| References | |
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| Assumptions behind Communication Theories: Reality, Knowledge, and Values | |
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| How Should I Understand the World around Me? | |
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| Are There Shortcuts I Can Take to Understand These Assumptions? | |
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| Why Can't We All Just Get Along? The Two Dimensions and Two Debates | |
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| Summary | |
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| Discussion Questions | |
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| References | |
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| Researching Theory in Communication | |
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| Why Should I Read (or Do) Research? | |
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| What Terms Do I Need to Know to Understand Research? | |
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| How Do We Build Deductive Theory? | |
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| How Do We Build Inductive Theory? | |
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| How Do I Conduct (or Understand) Quantitative Research? | |
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| How Do I Conduct (or Understand) Qualitative Research? | |
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| Summary | |
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| Discussion Questions | |
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| References | |
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| Communication Studies | |
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| History of "Speech Communication" Research: Models and Messages | |
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| How Did the Study of "Speech Communication" Develop? | |
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| How Does Communication Take Place? Meaning and Models | |
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| Summary | |
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| Discussion Questions | |
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| References | |
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| Classical (Western) Rhetorical Theory | |
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| Where and When Did Classical Rhetoric Exist? | |
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| Who Were the Classical Theorists? | |
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| What Were the Key Assumptions of Classical Rhetorical Theory? | |
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| What Was the Content of Classical Messages? | |
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| What Were the Classical Canons of Rhetoric? | |
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| Summary | |
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| Discussion Questions | |
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| References | |
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| Contemporary Rhetorical Theory | |
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| When Classical Rhetoric Fails, What Will We Do? | |
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| How Does Rhetoric Actually Change My "Reality"? | |
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| How Can Rhetoric Help Me Challenge Unequal Power Structures? | |
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| Summary | |
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| Discussion Questions | |
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| References | |
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| Theories of Interpersonal Communication | |
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| How Can I Look Good to Others? | |
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| How Can I Have Better Relationships? | |
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| Is Communication Always Positive in a Relationship? | |
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| Summary | |
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| Discussion Questions | |
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| References | |
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| Theories of Small Group Communication | |
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| What Is a Small Group? | |
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| How Will My Small Group Form and Grow? | |
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| How Can My Group Make Better Decisions? | |
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| Why Does My Group Sometimes Make Bad Decisions? | |
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| Why Do Groups Function as They Do? | |
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| Summary | |
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| Discussion Questions | |
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| References | |
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| Theories of Persuasion | |
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| Why Should I Even Study Persuasion? | |
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| What Is Persuasive Communication? | |
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| What Characteristics Will Help Me Be More Likely to Persuade Someone? | |
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| How Can I Change Other People's Attitudes? | |
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| How Can I Get Others to Do What I Want Them to Do? | |
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| Summary | |
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| Discussion Questions | |
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| References | |
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| Theories of Culture, Groupness, and Intercultural Communication | |
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| Why Do We Sometimes Have Problems in Our Intercultural Interactions? | |
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| How Can I Be a Better Intercultural Communicator? | |
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| How Should I Communicate within My Group or with People from Other Groups? | |
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| Is It Really Just Ignorance-or Is It Prejudice? | |
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| Summary | |
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| Discussion Questions | |
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| References | |
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| The Real World: A Case Study | |
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| Can Intercultural Theory Prescribe Ways to Mend Racial Division? | |
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| Have You Ever Really Wanted to Know What Someone Else Was Thinking? | |
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| Do You Really Know It All, or Are You Just Acting Like It? | |
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| Can This Story Have an Alternate Ending? | |
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| Summary | |
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| Discussion Questions | |
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| References | |
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| Mass Communication | |
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| History of Mass Communication | |
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| How Do Media Serve as Windows to the World? | |
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| When Did Mass Communication Theory Get Started? | |
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| Have Scholars Ever Changed Their Minds about Media Theory? | |
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| Do the Media Affect Me, or Am I Affected by My Own Decisions? | |
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| Are Limited Effects Approaches Simply Too Limited? | |
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| Summary | |
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| Discussion Questions | |
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| References | |
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| Media Use and the Selective Individual | |
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| Who Influences Your Opinions and Decisions? | |
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| When Do We Really Need the Media? | |
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| Do People's Personal Traits Modify How Media Affect Them? | |
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| How Difficult Is It to Change People's Attitudes? | |
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| Summary | |
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| Discussion Questions | |
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| References | |
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| Media: A Tool to Meet Our Needs | |
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| What Are the Functions of the Media in Society? | |
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| How Do We Make Our Media Selections? | |
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| Did the Media Make Me Do It? | |
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| How Can I Get Happy? | |
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| What Might I Learn? | |
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| How Do We Learn about New Things? | |
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| How Much Do You Learn from Observation? | |
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| Summary | |
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| Discussion Questions | |
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| References | |
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| Media (Side) Effects | |
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| Will the Media Affect Me Only If I'm Passive? | |
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| Do the Media Make Us More Aggressive? | |
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| What Will Kids Learn about Sex and Sexuality? | |
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| How Do Media Influence Voters? | |
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| What about the Gradual Changes TV Brings? | |
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| Can Television Be Addictive? | |
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| How Do Television and Other Media Contribute Positive Effects? | |
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| Summary | |
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| Discussion Questions | |
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| References | |
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| Technology and Social Change: The Interactive Media Environment | |
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| What Are the Characteristics of New Communication Technology? | |
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| How Can Theories of Interpersonal Communication Inform Our Knowledge of CMC? | |
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| How Do CMC and Traditional Mass Media Compare? | |
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| How Do Mass Communication Theories Inform Our Knowledge of CMC? | |
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| Summary | |
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| Discussion Questions | |
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| References | |
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| Critical Theories of How Media Shape Culture, Values, and Perspectives | |
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| Who Controls the Media, and Whom Do They Benefit? Marx Applied to Media | |
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| Is Popular Culture Really So Bad? Modifying Marxism for Media Research | |
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| Is There Anything New to Say about Reality and Power? | |
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| How Does the U.S. Media System Alter the Application of Cultural Theory? | |
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| Summary | |
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| Discussion Questions | |
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| References | |
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| Media Coverage of the September 11, 2001, Terrorist Attacks: A Case Study | |
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| How Did the Attacks Alter Your Media Use? | |
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| How Did the Media Emphasis on the Attacks Influence Our View of the World? | |
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| Discussion Questions | |
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| References | |
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| Organizational Communication and Public Relations | |
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| Introduction and History of Organizational Communication | |
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| What Is the History of Organizational Communication as an Academic Field? | |
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| What Is an Organization? | |
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| Why Should We Study Organizational Communication? | |
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| What Is Organizational Communication? | |
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| What Are the Most Important Organizational Communication Theoretical Perspectives? | |
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| Summary | |
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| Discussion Questions | |
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| References | |
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| Introduction and History of Public Relations | |
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| What Is the Legacy of Public Relations? A Profession Finds Its Truth | |
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| What Are the Important Models and Theories Explaining Public Relations? | |
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| Summary | |
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| Discussion Questions | |
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| References | |
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| Planning, Implementing, and Evaluating the Campaign | |
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| How Do Theory and Research Help in Planning a Campaign? | |
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| No More "Shooting from the Hip": What Is a Systematic and Ethical Approach to Campaigns? | |
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| Precisely How Do You Structure a Campaign? | |
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| What Theories Drive Effective Campaigns? | |
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| Summary | |
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| Discussion Questions | |
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| References | |
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| Campaign Message Design | |
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| What Is the History of Campaign Message Design? | |
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| What Theories Can Best Explain the Influence of Message Design? | |
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| How Can Messages Be Created to Match the Audience? | |
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| Summary | |
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| Discussion Questions | |
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| References | |
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| Building Organizational Relationships and Integrated Marketing | |
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| How Are Organizational Relationships Similar to Personal Relationships? | |
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| What Theories Explain the Balance of Power between the Organization and Its Populations? | |
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| How Can Relationship Marketing Be Accomplished by an Organization? | |
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| How Is Integrated Marketing Related to Relationship Management? | |
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| Where Is the Theory? | |
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| Summary | |
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| Discussion Questions | |
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| References | |
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| The Bridgestone/Firestone Recall Image Crisis: A Case Study | |
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| What Led to the Crisis at Bridgestone/Firestone? | |
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| Where Did the Company Go Wrong in Its Response to the Crisis? | |
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| Whom Did the Crisis Affect? | |
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| What Public Relations Strategies Could the Company Have Used to Recover from the Crisis? | |
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| What Was Bridgestone/Firestone's Crisis Response? | |
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| Summary | |
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| Discussion Questions | |
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| References | |
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| Author Index | |
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| Subject Index | |