TY  - BOOK
AU  - James, Potter W.
TI  - Arguing for a general framework for mass media scholarship
SN  - 9781412964715
U1  - 302.23072 
PY  - 2009///
CY  - Los Angeles
PB  - Sage
N1  - 
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
ER  -