a guide for media practitioners Rosenberry, Jack. creator Vicker, Lauren A. text Boston Pearson Allyn and Bacon 2009 monographic xv, 291 p. : ill. ; 24 cm. Unit 1: Theory and research -- Chapter 1. Theory and the study of communication -- Chapter 2. Research principles and practices -- Chapter 3. Research methods -- Chapter 4. The Research project in a theory based course -- Unit 2: Mass Communication Theories -- Chapter 5Early developments in mass communication theory -- Chapter 6. The individual perspective on mass communication theory -- Chapter 7. The sociological perspective on mass communication theory -- Chapter 8. Alternative paradigms of critical and cultural studies -- Unit 3: Bridge to the real world -- Chapter 9. Media Law -- Chapter 10. Media ethics -- Chapter 11. Media economics -- Chapter 12Preparing for a career in mass media -- Chapter 13. Theory applications for media practitioners. Jack Rosenberry, Lauren A. Vicker. Mass media Research Mass media Philosophy P91.3 .R72 9780205548736 (pbk.) 0205548733 (pbk.)