Preface
1 Integrating Theory and Research: Starting With Questions / Don W. Stacks, Michael B. Salwen 3
2 Thinking About Theory / Steven H. Chaffee 15
3 Thinking Quantitatively / Michael J. Beatty 33
4 Thinking Qualitatively: Hermeneutics in Science / James A. Anderson 45
5 Mass Communication Theory and Research: Concepts and Models / Bradley S. Greenberg, Michael B. Salwen 63
6 Media Gatekeeping / Pamela J. Shoemaker 79
7 The Agenda-Setting Role of Mass Communication / Maxwell McCombs, Tamara Bell 93
8 Cultivation Analysis: Research and Practice / Nancy Signorielli, Michael Morgan 111
9 Theories and Methods in Knowledge Gap Research Since 1970 / Cecilie Gaziano, Emanuel Gaziano 127
10 Uses and Gratifications / J. D. Rayburn II 145
11 Spiral of Silence: Communication and Public Opinion as Social Control / Charles T. Salmon, Carroll J. Glynn 165
12 International Communication / Robert L. Stevenson 181
13 Violence and Sex in the Media / Jennings Bryant, Dolf Zillmann 195
14 Advertising / Esther Thorson 211
15 Human Communication Theory and Research: Traditions and Models / James C. McCroskey, Virginia P. Richmond 233
16 The Rhetorician's Quest / Walter R. Fisher, Stephen D. O'Leary 243
17 Persuasion / Michael D. Miller, Timothy R. Levine 261
18 Interpersonal Communication / Charles R. Berger 277
19 Modeling Cultures: Toward Grounded Paradigms / Eduardo Nieva, Mark Hickson III 297
20 Intercultural Communication / Thomas Steinfatt, Diane M. Christophel 317
21 Intrapersonal Communication / Blaine Goss 335
22 Nonverbal Communication / Amy S. Ebesu, Judee K. Burgoon 345
23 Small Group Communication / Randy Hirokawa, Abran J. Salazar, Larry Erbert, Richard J. Ice 359
24 Organizational Communication / Brenda J. Allen, Phillip Tompkins, Stephen Busemeyer 383
25 Multichannel Leadership: Revisiting the False Dichotomy / Kathleen K. Reardon, Emmeline G. de Pillis 399
26 Diffusion of Innovations / Everett M. Rogers, Arvind Singhal 409
27 Credibility / Charles C. Self 421
28 Political Communication / Lynda Lee Kaid 443
29 Public Relations / Larissa Grunig 459
30 Health Communication / Charles Atkin, Alicia Marshall 479
31 Feminist Approaches to Communication / Ramona R. Rush, Autumn Grubb-Swetnam 497
32 Communication Ethics / Donald K. Wright 519
33 Communication Theory and Research: The Quest for Increased Credibility in the Social Sciences / Tony Atwater 539
34 The Future of Theory and Research in Communication: Human Communication / Gustav W. Friedrich 547
About the Authors 551
Author Index 555
Subject Index
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