Applied mass communication theory : a guide for media practitioners / Jack Rosenberry and Lauren A. Vicker.
Material type:
TextEdition: Third EditionDescription: 299 pages : Illustrations ; 25.3 cmISBN: 9780367630362 (paperback)Subject(s): Mass media -- Research | Mass media -- PhilosophyAdditional physical formats: Online version:: Applied mass communication theoryDDC classification: 302.23072/1 LOC classification: P91.3 | .R67 2022Summary: "Applied Mass Communication Theory: A Guide for Media Practitioners (Third Edition) connects mass media theory to the contemporary work of media professionals. The text 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 explores and explains theories from the effects tradition and interpretive tradition from the perspective that using a theoretical framework to understand what happens in the media is essential to understanding how to craft a message. The theory discussion is accompanied by a review of quantitative and qualitative research methods. New for the third edition are expansions of the chapters on interpretive theories, qualitative methods, and media business in the Internet age. A new appendix describes the process of creating an undergraduate research project"--
| Item type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode |
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APU Library Open Shelf | Book | P91.3 .R67 2022 c.1 (Browse shelf (Opens below)) | 1 | Available | 00019032 |
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| P91.3 .M98 2016 c.2 Media audience research : | P91.3 .R38 1994 c.1 Introduction to communication research / | P91.3 .R38 2008 c.1 Introduction to communication research / | P91.3 .R67 2022 c.1 Applied mass communication theory : a guide for media practitioners / | P91.3 .S76 2021 c.1 How to do media and cultural studies / | P91.3 .W56 2006 c.2 Mass media research : | P91.5.G7 B65 2009 c.1 Screen education : |
Revised edition of the authors' Applied mass communication theory, 2017.
Includes bibliographical references and index.
"Applied Mass Communication Theory: A Guide for Media Practitioners (Third Edition) connects mass media theory to the contemporary work of media professionals. The text 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 explores and explains theories from the effects tradition and interpretive tradition from the perspective that using a theoretical framework to understand what happens in the media is essential to understanding how to craft a message. The theory discussion is accompanied by a review of quantitative and qualitative research methods. New for the third edition are expansions of the chapters on interpretive theories, qualitative methods, and media business in the Internet age. A new appendix describes the process of creating an undergraduate research project"--
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