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| Preface | |
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| Introduction to the Study of Media and Audiences | |
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| Mass Media-Memories of a Not-So-Distant Landscape | |
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| Today's Evolving Media Landscape | |
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| Mass Media Defined | |
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| Mass Communication | |
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| The Interplay Between Mass and Other Communication Spheres | |
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| Models and Mass Communication Study | |
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| Consolidation, Conglomeration, and Message Homogeneity | |
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| Media Effects-A Problematic Term | |
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| Technology, Innovation, and Trends in Media Effects Research | |
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| Theories, Research, Methodology | |
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| Quantitative Media Effects Research | |
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| Basic Assumptions, Deductive Approaches | |
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| Theories, Constructs, Variables | |
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| Replicability and Reliability | |
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| Non-Inferential and Inferential Statistics | |
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| Inferential Statistics and Probability | |
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| Sampling | |
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| Content Analyses | |
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| Experiments | |
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| Surveys | |
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| Qualitative Media Effects Research | |
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| Basic Assumptions, Inductive Approaches | |
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| Theories and Qualitative Research | |
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| Types of Qualitative Research | |
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| Media and Health | |
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| Eating Disorders | |
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| Summary-Eating Disorders | |
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| Preventative Health Care | |
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| Summary-Health Promotion or Disease Prevention | |
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| Tobacco and Alcohol Advertising | |
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| Tobacco Advertising | |
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| Summary-Tobacco Advertising | |
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| Alcohol Advertising Summary-Alcohol Advertising | |
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| Advertising Bans Summary-Advertising Bans | |
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| Children and Advertising | |
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| Content Analyses Experiments Surveys Qualitative | |
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| Televison and Education | |
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| Television and Academic Achievement Summary-Television and Academic Achievement Television and Instruction Summary-Television and Instruction | |
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| Race and Ethnic Stereotyping | |
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| Content Analyses Experiments Surveys Qualitative Summary-Race and Ethnic Stereotyping | |
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| Sex and Gender Stereotyping | |
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| Content Analysis Experiments Surveys Qualitative Summary-Sex and Gender Stereotyping | |
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| Televison Sex and Sexuality, Pornography | |
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| Television Sex and Sexuality | |
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| Summary-Television Sex and Sexuality | |
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| Pornography | |
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| Summary-Pornography | |
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| Children, Television, and Violence | |
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| Content Analyses | |
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| Experiments | |
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| Surveys | |
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| Qualitative | |
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| Summary-Children, Television, and Violence | |
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| Music Videos | |
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| Content Analyses | |
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| Experiments | |
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| Surveys | |
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| Qualitative | |
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| Summary-Music Videos | |
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| Video Games | |
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| Content Analyses | |
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| Experiments | |
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| Surveys | |
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| Summary-Video Games | |
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| Television News | |
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| Content | |
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| Experiments | |
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| Surveys | |
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| Summary-News | |
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| Television and Presidential Politics | |
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| News and Politics | |
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| Political Advertising | |
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| Political Knowledge | |
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| Summary-Television and Presidential Politics | |
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| Glossary | |
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| Name Index | |
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| Subject Index | |