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Arguing for a general framework for mass media scholarship/ Potter W. Potter

By: James, Potter WMaterial type: Text

TextPublication details: Los Angeles: Sage, 2009Edition: 1st edDescription: 393 p. 17.78cmISBN: 9781412964715DDC classification: 302.23072

Contents:

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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Holdings
Item 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

Total holds: 0

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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