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.
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