Applied Mass Communication Theory: A Guide for Media Practitioners, 2nd Edition (Paperback) book cover

Applied Mass Communication Theory

A Guide for Media Practitioners, 2nd Edition

By Jack Rosenberry, Lauren A. Vicker


296 pages

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pub: 2017-05-23
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Applied Mass Communication Theory: A Guide for Media Practitioners, Second Edition bridges a review of theory to the contemporary work of media professionals. The text provides a framework for constructing an undergraduate research project. It also presents vital chronological information on the progression of theory in mass communication, including a model that integrates mass communication theories and shows how they relate to one another. It concludes with information on media law, ethics, economics, and mass media careers, establishing a critical framework for students as they leave college and begin their first jobs.

This Second Edition discusses mass communication theory and its applications in both traditional print and broadcast applications. By exploring advertising and public relations in this new digital multi-media environment, this text remains relevant, and in fact necessary, for students in the field.

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 Theories of International Communication

7 Research Principles and Practices

8 Quantitative Research Methods

9 Qualitative Research Methods

10 Completing a Student Research Project

11 Beyond Theory and Research: Taking What You've Learned to the Real World of Work


About the Authors

Jack Rosenberry is a Professor in the Department of Media and Communication at St. John Fisher College in Rochester, NY, USA. In addition to co-authoring this text, he is the co-editor of Public Journalism 2.0: The Promise and Reality of a Citizen Engaged Press (Routledge, 2010). His research agenda has focused extensively on community journalism, especially online, and he served as Research Director for a special project of the Association for Education in Journalism and Mass Communication and the Kettering Foundation to explore the relationships of journalism education and practice with citizenship, communities and democracy in the digital age.

Lauren A. Vicker is a Professor and Internship Director in the Department of Media and Communication at St. John Fisher College, NY, USA. In addition to co-authoring this text, she is the lead author of The Complete Academic Search Manual: A Systematic Approach to Successful and Inclusive Hiring (Stylus) and The FastForward MBA in Business Communication (Wiley). She has focused her latest research on engaging students in internships and co-curricular activities with a special focus on transfer students. In addition to her work within the discipline, she has presented on diverse academic hiring to AAC&U, and communication skills assessment to the American Association of Colleges of Pharmacy.

Subject Categories

BISAC Subject Codes/Headings:
LANGUAGE ARTS & DISCIPLINES / Communication Studies


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