Applied Mass Communication Theory: A Guide for Media Practitioners / Edition 1

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Applied Mass Communication Theory: A Guide for Media Practitioners

Jack Rosenberry, St. John Fisher College

Lauren A. Vicker, St. John Fisher College

Are you preparing for a career in the field of Mass Communication? Applied Mass Communication Theory: A Guide for Media Practitioners bridges a review of theory to the contemporary work of media professionals to help you prepare. This text is organized into three units to help you successfully tackle your capstone courseload. The first unit, “Theory and Research,” provides a framework for constructing an undergraduate research project. The second unit, “Mass Communication Theories,” presents vital chronological information on the progression of theory in mass communication. The final unit, “Bridge to the Real World,” provides information on media law, ethics, economics and mass media careers, effectively establishing a critical framework as you leave college and start working in the field of Mass Communication.

What reviewers are saying about Applied Mass Communication Theory: A Guide for Media Practitioners:

“The strength of this (text) is its coverage of mass communication theory. Clearly evident is the wealth of knowledge on media theory emblazoned by the authors. In pursuing the manuscript, it was impossible not to be impressed with the authors’ command of this subject.”

- Craig Allen, PhD, Arizona State University

“… I would definitely recommend the text to colleagues in mass communication programs as I think it is well written and would be very helpful to students in a mass communication capstone course.”

- W. Bradford Mello, PhD, Trinity-Washington University

“The concepts are clearly explained and use contemporary examples that the students can relate to… It provides an excellent overview of theory and research methods.”

- Monica Brasted, PhD, SUNY Brockport

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Product Details

  • ISBN-13: 9780205548736
  • Publisher: Pearson
  • Publication date: 1/29/2008
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 320
  • Product dimensions: 6.84 (w) x 9.14 (h) x 0.65 (d)

Table of Contents

Unit 1: Theory and Research

Ch. 1 — Theory and the Study of Communication

Ch. 2 — Research Principles and Practices

Ch. 3 — Research Methods

Ch. 4 — The Research Project

Unit 2: Mass Communication Theories

Ch. 5 — Historical Developments: Emergence of the Transmission/Direct Effects and Limited Effects Paradigms

Ch. 6 — The Individual Perspective on Mass Communication Theory

Ch. 7 — The Sociological Perspective on Mass Communication Theory

Ch. 8 — The Alternative Paradigms of Critical and Cultural Studies

Unit 3: Bridge to the Real World

Ch. 9 — Media Law

Ch. 10 — Media Ethics

Ch. 11 — Media Economics

Ch. 12 — Career Preparation for the Mass Media

Ch. 13 — Conclusion

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