"Arguing for a General Framework for Mass Media Scholarship challenges
scholars and students to consider and reconsider what we know about
media and how we think about media. As such, the book provides an
important framework for thinking about knowledge—regardless of the
discipline… The text provides all of the necessary tools to move the
field forward in a way that will increase the rigor of the work being
done and augment the overall profile of the
discipline."
–Dana
Mastro, University of Arizona In this groundbreaking book, W. James
Potter presents an innovative perspective to media scholars and
students who are frustrated with the fragmentation of research
findings across so many journals, books, and fields. Arguing for a
General Framework for Mass Media Scholarship presents a clear plan for
a more efficient way to build knowledge about the mass media so that
it can be better organized and made more useful. Key Features Conducts
an in-depth analysis of mass media scholarship′s four major facets
of effects, content, audiences, and organizations Presents a
significant shift in conceptualizing media effects and ways research
can be conducted to generate more useful knowledge about media
influence Develops "narrative line" as a tool to guide analyses about
how content decisions are made by producers Synthesizes a system of
explanation about why audiences attend to certain messages and how
individuals construct meaning from those messages Incorporates an
analysis of mass media organizations to provide greater context of
understanding messages and their effects on individuals and macro
units in society "The book will play an important role in providing
structure to a broad, fragmented discipline. I believe it will, at the
very least, create important dialogues about what we now
know/understand about areas of mass media, and where we should move as
a discipline… This book is clearly a ′call to arms′ for mass
media scholars to ratchet up the quality of research (and what we
know), to see the interconnections within and among strands of
scholarship, and to move forward in a more efficient, organized
manner. Professor Potter should be commended for
this." —Roger
Cooper, Ohio University "This book is...that call to action that comes
forward every few years, to wake us up and challenge our ways of doing
things, not by being radical, but via synthesis... I′ve been waiting
for several years for a book like
this."
—Sahara
Byrne, Cornell University
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Produktdetaljer
ISBN
9781452278728
Publisert
2014
Utgave
1. utgave
Utgiver
Vendor
SAGE Publications, Inc
Språk
Product language
Engelsk
Format
Product format
Digital bok
Forfatter