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100   $a20080627d2009      uy         0
101 0 $aeng
135   $aur|||||||||||
181   $ctxt
182   $cc
183   $acr
200 10$aArguing for a general framework for mass media scholarship /$fW. James Potter
205   $a1st ed.
210   $aLos Angeles $cSage$dc2009
215   $a1 online resource (xxii, 394 p.)
300   $aDescription based upon print version of record.
311   $a1-322-28256-0 
311   $a1-4129-6470-9 
320   $aIncludes bibliographical references (p. 326-366) and indexes.
327   $aCover; Brief Contents; Detailed Contents; Preface; Part I - Introduction; Chapter 1 - Why Do We Need a General Framework?; Chapter 2 - Introduction to the General Framework; Part II - Explaining the Media Organizations Facet; Chapter 3 - Mass Media Organizations Line of Thinking; Chapter 4 - Business Strategies; Chapter 5 - Marketing Strategies; Chapter 6 - Employment Strategies; Part III - Explaining the Media Audiences Facet; Chapter 7 - Media Audience Line of Thinking; Chapter 8 - Audience Cognitive Algorithms; Chapter 9 - Audience: Filtering Media Messages
327   $aChapter 10 - Audience: Meaning MatchingChapter 11 - Audience: Meaning Construction; Part IV - Explaining the Media Messages Facet; Chapter 12 - Media Message Line of Thinking; Chapter 13 - Message Formulas and Conventions-General; Chapter 14 - Message Formulas and Conventions by Genre; Chapter 15 - Critique of Media Message Scholarship; Part V - Explaining the Media Effects Facet; Chapter 16 - Media Effects Line of Thinking; Chapter 17 - Conceptualizing Media Influence and Media Effects; Chapter 18 - Designing Media Effects Studies; Part VI - Conclusion
327   $aChapter 19 - Integration of ExplanationsReferences; Author Index; Subject Index; About the Author
330 8 $aIn this work, media scholar and author W. James Potter challenges media scholars and students to change the way they think about the media. He provides structure to mass media scholarship that is focused on the most useful ideas in the phenomenon of the mass media, not lines of research.
606   $aMass media$xResearch$xHistory
606   $aMass media$xResearch$xMethodology
615  0$aMass media$xResearch$xHistory.
615  0$aMass media$xResearch$xMethodology.
676   $a302.23072
700   $aPotter$b W. James$01595382
801  0$bMiAaPQ
801  1$bMiAaPQ
801  2$bMiAaPQ
906   $aBOOK
912   $a9910812970503321
996   $aArguing for a general framework for mass media scholarship$93953538
997   $aUNINA