Table Of ContentApplied Mass Communication Theory
Now in its third edition, this dynamic textbook blends coverage of the major theories
and research methods in mass communication to enable students to apply their
knowledge in today’s media and communication careers.
Maintaining a focus on modern professional application throughout, this text
provides chronological coverage of the development and use of major theories, an
overview of both quantitative and qualitative research methods, and a step-by-step guide
to conducting a research project informed by this knowledge. It helps students bridge
their academic coursework with professional contexts including public relations,
advertising, and digital media contexts. It provides breakout boxes with definitions of
key terms and theories, extended applied examples, and graphical models of key theories
to offer a visualization of how the various concepts in the theory fit together.
Applied Mass Communication Theory’s hybrid and flexible nature make it a useful
textbook for both introductory and capstone courses on mass communication and media
theory and research methods, as well as courses focused on media industries and
professional skills. Instructors can access an online instructor’s manual, including sample
exercises, test questions, and a syllabus, at www.routledge.com/9780367630362
Jack Rosenberry is a Professor Emeritus of the Department of Media and Communication
at St. John Fisher College in Rochester, New York, U.S.A. In addition to co-authoring this
text, he is the co-editor of Public Journalism 2.0: The Promise and Reality of a Citizen
Engaged Press (2010) and author of Community Media and Identity in Ireland (2018). His
research agenda has focused extensively on community journalism, and he has directed
several projects for the Kettering Foundation about the relationships of journalism edu-
cation and practice with citizenship, communities and democracy in the digital age.
Lauren A. Vicker is Communications Professor Emeritus at St. John Fisher College in
Rochester, New York, U.S.A. She is past chair of the Communication/Journalism
Department, where she taught courses in public speaking, interviewing, group dynamics,
mass communication theory and research, career seminar, and communication skills for
health care professionals. She has also served as director of the internship program and
hosted the department’s podcast for four years. In addition to Applied Mass
Communication Theory, she has published in the areas of interviewing and diversity
hiring, group dynamics and team projects, communication skills in colleges of pharmacy,
and business communication. Vicker is an active member of the Team-Based Learning
Collaborative and offers professional development seminars on teamwork skills.
Applied Mass
Communication Theory
A Guide for Media Practitioners
Third Edition
Jack Rosenberry and
Lauren A. Vicker
Third edition published 2022
by Routledge
605 Third Avenue, New York, NY 10158
and by Routledge
2 Park Square, Milton Park, Abingdon, Oxon, OX14 4RN
Routledge is an imprint of the Taylor & Francis Group, an informa business
© 2022 Jack Rosenberry and Lauren A. Vicker
The right of Jack Rosenberry and Lauren A. Vicker to be identified as authors of this
work has been asserted by them in accordance with sections 77 and 78 of the
Copyright, Designs and Patents Act 1988.
All rights reserved. No part of this book may be reprinted or reproduced or utilised
in any form or by any electronic, mechanical, or other means, now known or
hereafter invented, including photocopying and recording, or in any information
storage or retrieval system, without permission in writing from the publishers.
Trademark notice: Product or corporate names may be trademarks or registered
trademarks, and are used only for identification and explanation without intent to
infringe.
First edition published by Pearson 2009
Second edition published by Routledge 2017
Library of Congress Cataloging-in-Publication Data
Names: Rosenberry, Jack, author. | Vicker, Lauren A., 1953- author.
Title: Applied mass communication theory : a guide for media
practitioners / Jack Rosenberry and Lauren A. Vicker.
Description: Third Edition. | New York : Routledge, 2022. |
Revised edition of the authors’ Applied mass communication theory, 2017. |
Includes bibliographical references and index.
Identifiers: LCCN 2021015909 (print) | LCCN 2021015910 (ebook) |
ISBN 9780367639914 (hardback) | ISBN 9780367630362 (paperback) |
ISBN 9781003121695 (ebook)
Subjects: LCSH: Mass media–Research. | Mass media–Philosophy.
Classification: LCC P91.3 .R67 2022 (print) | LCC P91.3 (ebook) |
DDC 302.23072/1–dc23
LC record available at https://lccn.loc.gov/2021015909
LC ebook record available at https://lccn.loc.gov/2021015910
ISBN: 978-0-367-63991-4 (hbk)
ISBN: 978-0-367-63036-2 (pbk)
ISBN: 978-1-003-12169-5 (ebk)
DOI: 10.4324/9781003121695
Typeset in Sabon
by MPS Limited, Dehradun
Access the Support Material: www.routledge.com/9780367630362
To my children, Sara Rosenberry, Sean Rosenberry and Erin Schwarm,
who over the lifetime of this book’s three editions have gone from mere
youngsters to wonderful young adults putting their own theories of life
into practice.
- Jack Rosenberry
To Matt, Melissa, Chrissie, and Guilherme, and their special gifts of
Lizzy, Juliet, Kaio, and Enzo
- Lauren Vicker
Brief Contents
Introduction to the Third Edition 1
1 Theory and the Study of Communication 4
2 Historical Developments in Mass Communication Theory 16
3 The Individual Perspective on Mass Communication Theory 53
4 The Sociological Perspective on Mass Communication
Theory 87
5 The Alternative Paradigms of Critical and Cultural Studies 120
6 International Communication Theories 150
7 Research Principles and Practices 170
8 Quantitative Research Methods 192
9 Qualitative Research Methods 222
10 Beyond Theory and Research 247
Appendix 282
Index 294
Contents
Introduction to the Third Edition 1
1 Theory and the Study of Communication 4
Theory, Research, and Knowledge 5
Applied Mass Communication Theory 11
Conclusion 14
2 Historical Developments in Mass Communication Theory 1 6
The Evolution of Theory 17
Historical Perspectives 19
Defining Mass Communication 21
Historical Perspectives and Online Communication 23
The Discipline of Mass Communication 24
Development of the Limited Effects Paradigm 38
Interpretive Theories and Normative Perspectives 42
Beyond the Early Theories 47
Conclusion 49
3 The Individual Perspective on Mass Communication Theory 5 3
The Active Audience 55
Individual Influences on Media Effects 63
Information and Attitude Change 73
Theories of Behavioral Change 76
Conclusion 83
4 The Sociological Perspective on Mass Communication
Theory 8 7
Agenda Setting 88
Diffusion Theory 97
Knowledge Gap Hypothesis 103
Spiral of Silence 106
Cultivation Theory 109
Conclusion 115
