Table Of ContentAn Integrated Approach to Communication
Theory and Research
This new edition provides a comprehensive overview of current theory and research written by the top
theorists and researchersin each area. It has been updated to address the growing influence of technol-
ogy, changing relationships, and several growing integrated approaches to communication and includes
sevennewchapterson:
■ DigitalMedia
■ MediaEffects
■ Privacy
■ DarkSide
■ AppliedCommunication
■ RelationalCommunication
■ InstructionalCommunication
■ CommunicationandtheLaw
The book continues to be essential reading for students and faculty who want a thorough overview
ofcontemporarycommunicationtheoryandresearch.
Don W. Stacks, Ph.D., is Professor Emeritus of Corporate Communication and Public Relations in the
School of Communicationat the University ofMiami, Coral Gables,FL. Heserved as program director
from 1995 to 2009 when he took the program into the top 25 undergraduate and top 15 graduate
public relations programs in the United States, with a focus on strategic communication and research.
HeservedasAssociateDeanforResearchfrom2009to2011.
Michael B. Salwen, Ph.D., Michigan State University, (1954–2007) was Professor of Journalism at the
UniversityofMiami,SchoolofCommunication,FL.
KristenC. Eichhorn, Ph.D.,isDeanoftheDivisionofGraduateStudiesandProfessor ofCommunica-
tion Studies in the School of Communication, Media and the Arts at the State University of New York
at Oswego. Dr. Eichhorn received a B.A. degree in Communication Studies and Spanish from Canisius
College in Buffalo, NY (1999), an M.A. in Communication Research from West Virginia University
(2000), and a Ph.D. in Communication Research at the University of Miami, FL (2003). More recently,
she was a 2013 participant in the American Council in Education’s (ACE) RegionalWomen’s Leadership
forumanda2016–2017ACEFellowatCornellUniversity,NY.
Routledge Communication Series
Jennings Bryant/Dolf Zillmann, Series Editors
Selected titles include:
Mass Communications Research Resources
An Annotated Guide
Edited by Christopher H. Sterling, James K. Bracken, and Susan B. Hill
Perspectives on Radio and Television
Telecommunication in the United States, 4th Edition
F. Leslie Smith, David H. Ostroff, and John W. Wright
Balancing the Secrets of Private Disclosures
Edited by Sandra Petronio
The Business of Sports
Off the Field, in the Office, on the News, 3rd Edition
Mark Conrad
Advertising and Public Relations Law, 3rd Edition
Carmen Maye, Roy L. Moore, and Erik L. Collins
Applied Organizational Communication
Theory and Practice in a Global Environment, 4th Edition
Thomas E. Harris and Mark D. Nelson
Public Relations and Social Theory
Key Figures, Concepts and Developments, 2nd Edition
Edited by Øyvind Ihlen and Magnus Fredriksson
Advertising Theory, 2nd Edition
Shelley Rodgers and Esther Thorson
An Integrated Approach to Communication Theory and Research, 3rd Edition
Edited by Don W. Stacks, Michael B. Salwen, and Kristen C. Eichhorn
For a full list of titles please visit: https://www.routledge.com/Routledge-Communication-
Series/book-series/RCS.
An Integrated Approach to
Communication Theory and
Research
Third Edition
Edited by Don W. Stacks, Michael B.
Salwen, and Kristen C. Eichhorn
Thirdeditionpublished2019
byRoutledge
52VanderbiltAvenue,NewYork,NY10017
andbyRoutledge
2ParkSquare,MiltonPark,Abingdon,Oxon,OX144RN
RoutledgeisanimprintoftheTaylor&FrancisGroup,aninformabusiness
©2019TaylorandFrancis
TherightofDonW.Stacks,MichaelB.Salwen,andKristenC.Eichhorntobeidentified
astheauthorsoftheeditorialmaterial,andoftheauthorsfortheirindividualchapters,
hasbeenassertedinaccordancewithsections77and78oftheCopyright,Designsand
PatentsAct1988.
Allrightsreserved.Nopartofthisbookmaybereprintedorreproducedorutilisedin
anyformorbyanyelectronic,mechanical,orothermeans,nowknownorhereafter
invented,includingphotocopyingandrecording,orinanyinformationstorageor
retrievalsystem,withoutpermissioninwritingfromthepublishers.
Trademarknotice:Productorcorporatenamesmaybetrademarksorregistered
trademarks,andareusedonlyforidentificationandexplanationwithoutintentto
infringe.
FirsteditionpublishedbyLEA1996
SecondeditionpublishedbyRoutledge2009
BritishLibraryCataloguing-in-PublicationData
AcataloguerecordforthisbookisavailablefromtheBritishLibrary
LibraryofCongressCataloging-in-PublicationData
Acatalogrecordhasbeenrequestedforthisbook
ISBN:978-1-138-56144-1(hbk)
ISBN:978-1-138-56147-2(pbk)
ISBN:978-0-203-71075-3(ebk)
TypesetinMinionPro
bySwales&Willis,Exeter,Devon,UK
Contents
Prefacetothe1996Edition.................................................................................................................ix
Prefacetothe2007Edition...............................................................................................................xiii
PrefacetotheThirdEdition................................................................................................................xv
PARTONE:STUDYING“THEORY”:DOING“RESEARCH”.....................................................................1
CHAPTER1—IntegratingTheoryandResearch:StartingwithQuestions.........................................3
DonW.StacksandMichaelB.Salwen
CHAPTER2—ThinkingaboutTheory...............................................................................................15
StevenH.Chaffee
CHAPTER3—ThinkingQuantitatively..............................................................................................33
MichaelJ.Beatty
CHAPTER4—TheQualitativeMethodinCommunicationResearch................................................43
MarkHicksonIIIandBrennanHickson
PARTTWO:MASSCOMMUNICATION:APPROACHESANDCONCERNS.............................................57
CHAPTER5—MassCommunicationTheoryandResearch:TheDynamicNatureof
TheoreticalApproaches.............................................................................................59
WayneWantaandBarbaraMyslik
v
vi Contents
CHAPTER6—PrivacyIssuesinCommunication............................................................................73
FritzMessere
CHAPTER7—MediaGatekeeping..................................................................................................87
TimP.Vos
CHAPTER8—TheAgenda-SettingRoleoftheNewsMedia..........................................................99
SebastiánValenzuelaandMaxwellMcCombs
CHAPTER9—CultivationAnalysis:ResearchandPractice..........................................................113
NancySignorielli,MichaelMorgan,andJamesShanahan
CHAPTER10—TheoriesandMethodsinKnowledgeGapResearch.............................................127
CecilieGazianoandEmanuelGaziano
CHAPTER11—UsesandGratifications..........................................................................................139
PaulHaridakisandZacharyHumphries
CHAPTER12—SpiralofSilence.....................................................................................................155
CharlesT.SalmonandThanomwongPoorisat
CHAPTER13—InternationalCommunication.................................................................................169
LinditaCamaj
CHAPTER14—ViolenceandSexintheMedia...............................................................................185
WesFondren,KyleJ.Holody,andJenningsBryant
CHAPTER15—Advertising.............................................................................................................199
EstherThorsonandShellyRodgers
CHAPTER16—DigitalMedia:IdentityManagement......................................................................213
LeeHumphreys,AlexaPaley,andSierraRinaldi
CHAPTER17—MediaEffects:AFunctionalPerspective................................................................223
NicholasDavidBowman
PARTTHREE:HUMANCOMMUNICATIONAPPROACHESANDCONCERNS......................................235
CHAPTER18—HumanCommunicationTheoryandResearch:TraditionsandModels.................237
VirginiaP.RichmondandJamesC.McCroskey
Contents vii
CHAPTER19—TheRhetoricalPerspective:Doing,Being,Shaping,andSeeing...........................247
J.DavidCisneros,KristenL.McCauliff,andVanessaB.Beasley
CHAPTER20—Persuasion..............................................................................................................261
MichaelD.MillerandTimothyR.Levine
CHAPTER21—InterpersonalCommunication................................................................................277
CharlesR.BergerandMichaelE.Roloff
CHAPTER22—DelineatingtheDarkSideofCommunication........................................................293
BrianSpitzberg
CHAPTER23—InterculturalCommunication..................................................................................307
ThomasM.SteinfattandDianeM.Millette
CHAPTER24—IntrapersonalCommunicationandImaginedInteractions:
AMusicalApplication.............................................................................................321
JamesM.Honeycutt
CHAPTER25—NonverbalCommunication.....................................................................................333
AmyS.EbesuHubbardandJudeeK.Burgoon
CHAPTER26—AppliedCommunication.........................................................................................347
LawrenceR.FreyandJeanetteGerman
CHAPTER27—OrganizationalCommunication:TheoryandPractice............................................359
JessicaWendorfMuhamad,TylerR.Harrison,andFanYang
PARTFOUR:INTEGRATEDAPPROACHESTOCOMMUNICATION.....................................................375
CHAPTER28—RelationalCommunication.....................................................................................377
SeanM.HoranandLeahE.Bryant
CHAPTER29—InternetCommunication(andSocialMedia)..........................................................387
MarcusMessner,BruceGarrison,andMarciaW.DiStaso
CHAPTER30—CorporateCommunication.....................................................................................399
ShannonA.Bowen
CHAPTER31—DiffusionofInnovations.........................................................................................415
EverettM.Rogers,ArvindSinghal,andMargaretM.Quinlan
viii Contents
CHAPTER32—Credibility...............................................................................................................435
CharlesC.SelfandChrisRoberts
CHAPTER33—PoliticalCommunication........................................................................................447
SharonE.JarvisandKassieM.Barroquillo
CHAPTER34—PublicRelationsandIntegratedCommunication...................................................463
DustinSupa
CHAPTER35—HealthCommunication:SocialSupportandHealthOutcomes..............................479
KevinB.Wright
CHAPTER36—FeministTheory.....................................................................................................493
CarolynGarrettCline
CHAPTER37—CommunicationEthics...........................................................................................505
DonaldK.Wright
CHAPTER38—InstructionalCommunication.................................................................................517
MarianL.Houser
CHAPTER39—CommunicationandtheLaw.................................................................................529
JasonZenor
PARTFIVE:FUTUREOFTHEORYANDRESEARCHINCOMMUNICATION.........................................543
CHAPTER40—TheFutureofCommunicationTheoryandResearch.............................................545
MichaelJ.BeattyandPaolaPascual-Ferrá
ListofContributors...........................................................................................................................553
Index.................................................................................................................................................563
Preface to the
1996 Edition
The Integrative Process
This volume focuses on integrating theory and research in communication study. The terms
“theory” and “research” are often linked together, like bread and butter, bagel and cream
cheese, or speech communication and mass communication. It is stating the obvious to say
that theory and research should be similarly linked together. Despite the obviousness of this
statement, it comments on our field that a volume such as this that links communication
theory and research in the same chapters is needed.
Our purpose in editing this volume is to provide both seasoned scholars and beginning
students unfamiliar with the state of theory and research in various areas of communication
study a taste, a sampler if you will, of current theory and research in communication. To
explicate the integration process, the chapter contributors, experts in their respective areas,
offer sample studies in the form of hypothetical studies, published studies, or unpublished
research, showing how theory and research are integrated in their particular areas.
The idea for this book grew out of a series of informal discussions between the coeditors
by the water cooler, in the photocopy room, in the hallway, by the coffee machine, and out-
side faculty mailboxes. In these discussions, we complained about the difficulty of teaching
communication students communication theory and research. As with many programs,
theory and research are taught in the University of Miami’s School of Communication as
separate courses. This clean curricular separation, however, bears no resemblance to how the
courses are actually taught. Faculty who teach communication theory often digress into
a discussion on research methods to make sense of exemplar studies. This is no small
matter: sometimes an entire theory class is devoted to discussions of research methods. Like-
wise, faculty who teach research methods have—out of necessity—had to bring discussion of
theory into their courses. It was clear that the teachers were not to blame for this situation:
the curriculum was at fault. In attempting to alleviate the problem of linking theory and
ix
