Applied Mass Communication Theory : A Guide for Media Practitioners book cover
3rd Edition

Applied Mass Communication Theory
A Guide for Media Practitioners

ISBN 9780367630362
Published September 30, 2021 by Routledge
310 Pages 20 B/W Illustrations

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Book Description

Now in its third edition, this dynamic textbook blends coverage of the major theories and research methods in mass communication to enable students to apply their knowledge in today’s media and communication careers.

Maintaining a focus on modern professional application throughout, this text provides chronological coverage of the development and use of major theories, an overview of both quantitative and qualitative research methods, and a step-by-step guide to conducting a research project informed by this knowledge. It helps students bridge their academic coursework with professional contexts including public relations, advertising, and digital media contexts. It provides breakout boxes with definitions of key terms and theories, extended applied examples, and graphical models of key theories to offer a visualization of how the various concepts in the theory fit together.

Applied Mass Communication Theory’s hybrid and flexible nature make it a useful textbook for both introductory and capstone courses on mass communication and media theory and research methods, as well as courses focused on media industries and professional skills. Instructors can access an online instructor’s manual, including sample exercises, test questions, and a syllabus, at

Table of Contents

1 Theory and the Study of Communication

2 Historical Developments in Mass Communication Theory

3 The Individual Perspective on Mass Communication Theory

4 The Sociological Perspective on Mass Communication Theory

5 The Alternative Paradigms of Critical and Cultural Studies

6 International Communication Theories

7 Research Principles and Practices

8 Quantitative Research Methods

9 Qualitative Research Methods

10 Beyond Theory and Research

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Jack Rosenberry is a Professor Emeritus of the Department of Media and Communication at St. John Fisher College in Rochester, New York, U.S.A.

Lauren A. Vicker is Communications Professor Emeritus at St. John Fisher College in Rochester, New York, U.S.A.