Arguing for a general framework for mass media scholarship/ Potter W. Potter
Material type: TextPublication details: Los Angeles: Sage, 2009Edition: 1st edDescription: 393 p. 17.78cmISBN: 9781412964715DDC classification: 302.23072Item type | Current library | Call number | Status | Date due | Barcode | Item holds |
---|---|---|---|---|---|---|
General Books | Central Library, Sikkim University General Book Section | 302.23072 POT/A (Browse shelf(Opens below)) | Available | P12789 |
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
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