James, Potter W. <br/><br/>
Arguing for a general framework for mass media scholarship/ 
Potter W. Potter 
 - 1st ed. 
 - Los Angeles:  Sage,  2009. 
 - 393 p.  17.78cm. 
<br/><br/><br/>PART I: INTRODUCTION<br/>1. Why Do We Need a General Framework?<br/>2. Introduction to the General Framework<br/><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/><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/><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/><br/>PART V: EXPLAINING THE MEDIA EFFECTS FACET<br/>16. Media Effects Line of Thinking<br/>`7. Conceptualizing Media Influence and Effects<br/>18. Designing Media Effects StudiesPART <br/><br/>VI: CONCLUSION<br/>19. Integration of Explanations 
<br/><br/><label>ISBN: </label>9781412964715 
<br/><br/><label>Dewey Class. No.: </label>302.23072  / POT/A