Arguing for a general framework for mass media scholarship/

James, Potter W.

Arguing for a general framework for mass media scholarship/ Potter W. Potter - 1st ed. - Los Angeles: Sage, 2009. - 393 p. 17.78cm.


PART I: INTRODUCTION
1. Why Do We Need a General Framework?
2. Introduction to the General Framework

PART II: EXPLAINING THE MEDIA ORGANIZATIONS FACET
3. Media Media Organization Line of Thinking
4. Business Strategies
5. Marketing Strategies
6. Employment Strategies

PART III: EXPLAINING THE MEDIA AUDIENCES FACET
7. Media Audience Line of Thinking
8. Audience Cognitive Algorithms
9. Audience: Filtering Media Messages
10. Audience: Meaning Matching
11. Audience: Meaning Construction

PART IV: EXPLAINING THE MEDIA MESSAGES FACET
12. Media Message Line of Thinking
13. Message Formulas and Conventions--General
14. Message Formulas and Conventions by Genre
15. Critique of Media Message Scholarship

PART V: EXPLAINING THE MEDIA EFFECTS FACET
16. Media Effects Line of Thinking
`7. Conceptualizing Media Influence and Effects
18. Designing Media Effects StudiesPART

VI: CONCLUSION
19. Integration of Explanations

9781412964715

302.23072 / POT/A
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