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
17. Conceptualizing Media Influence and Effects
18. Designing Media Effects Studies
PART VI: CONCLUSION
19. Integration of Explanations
W. James Potter, professor at the University of California at Santa
Barbara, holds one PhD in Communication Studies and another in
Instructional Technology. He has been teaching media courses for
more than two decades in the areas of effects on individuals and
society, content narratives, structure and economics of media
industries, advertising, and journalism. He has served as editor of
the Journal of Broadcasting & Electronic Media and is the author of
many journal articles and several dozen books, including: Media
Effects; Media Literacy, 10th edition; The 11 Myths of Media
Violence; Major Theories of Media Effects; Becoming a Strategic
Thinker: Developing Skills for Success; and 7 Skills of Media
Literacy.
Ask a Question About this Product More... |