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'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 '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 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.

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Book Details

ISBN: 9781412964715
ISBN-10: 1412964717
Format: Paperback
(254mm x 177mm x 15mm)
Pages: 416
Imprint: SAGE Publications Inc
Publisher: SAGE Publications Inc
Publish Date: 4-Feb-2009
Country of Publication: United States


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Author Biography - W. James Potter

W. James Potter, professor at the University of California at Santa Barbara, holds one PhD in Communication Studies and another in Instructional Technology. He has been teaching media courses for more than two decades in the areas of effects on individuals and society, content narratives, structure and economics of media industries, advertising, journalism, programming, and production. He has served as editor of the Journal of Broadcasting & Electronic Media and is the author of many journal articles and books, including the following: Media Effects, The 11 Myths of Media Violence, Becoming a Strategic Thinker: Developing Skills for Success, On Media Violence, Theory of Media Literacy: A Cognitive Approach, and How to Publish Your Communication Research (with Alison Alexander).

Books By Author W. James Potter

Media Literacy by W. James Potter

Media Literacy

Paperback, March 2016
Introduction to Media Literacy by W. James Potter

Introduction to Media Literacy

Paperback, October 2015
Media Effects by W. James Potter

Media Effects

Paperback, March 2012
Becoming a Strategic Thinker by W. James Potter

Becoming a Strategic Thinker

Paperback, October 2004