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Author Potter, W. James.
Title Arguing for a general framework for mass media scholarship / W. James Potter.
Imprint Los Angeles : Sage, [2009]

Subject Mass media -- Research -- History.
Mass media -- Research -- Methodology.
Description 1 online resource (xxii, 394 pages)
Note digitized 2010 HathiTrust Digital Library committed to preserve pda
Bibliography Note Includes bibliographical references (pages 326-366) and indexes.
Access Use copy Restrictions unspecified star
Reproduction Electronic reproduction. [S.l.] : HathiTrust Digital Library, 2010.
System Details Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002.
Contents PART I: INTRODUCTION<br />1. Why Do We Need a General Framework?<br />2. Introduction to the General Framework<br />PART II: EXPLAINING THE MEDIA ORGANIZATIONS FACET<br />3. Media Media Organization Line of Thinking<br />4. Business Strategies<br />5. Marketing Strategies<br />6. Employment Strategies<br />PART III: EXPLAINING THE MEDIA AUDIENCES FACET<br />7. Media Audience Line of Thinking<br />8. Audience Cognitive Algorithms<br />9. Audience: Filtering Media Messages<br />10. Audience: Meaning Matching<br />11. Audience: Meaning Construction<br />PART IV: EXPLAINING THE MEDIA MESSAGES FACET<br />12. Media Message Line of Thinking<br />13. Message Formulas and Conventions -- General<br />14. Message Formulas and Conventions by Genre<br />15. Critique of Media Message Scholarship<br />PART V: EXPLAINING THE MEDIA EFFECTS FACET<br />16. Media Effects Line of Thinking<br />17. Conceptualizing Media Influence and Effects<br />18. Designing Media Effects Studies<br />PART VI: CONCLUSION<br />19. Integration of Explanations<br />
Note Print version record.
ISBN 9781441655240 (electronic bk.)
1441655247 (electronic bk.)
9781452215891 (electronic bk.)
1452215898 (electronic bk.)
OCLC # 642206807
Additional Format Print version: Potter, W. James. Arguing for a general framework for mass media scholarship. Los Angeles : Sage, ©2009 9781412964715 (DLC) 2008028743 (OCoLC)233635047