Includes bibliographical references and index(p.561-576)

Studying "theory" : doing "research". Integrating theory and research : starting with questions / Don W. Stacks and Michael B. Salwen -- Thinking about theory / Steven H. Chaffee -- Thinking quantitatively / Michael J. Beatty -- Thinking qualitatively : hermeneutics in science / James A. Anderson -- Mass communication : approaches and concerns. Mass communication theory and research : concepts and models / Bradley S. Greenberg and Michael B. Salwen -- Media gatekeeping / Pamela J. Shoemaker and Tim P. Vos -- The agenda-setting role of the news media / Sebastián Valenzuela and Maxwell McCombs -- Cultivation analysis : research and practice / Nancy Signorielli and Michael Morgan -- Theories and methods in knowledge gap research / Cecilie Gaziano and Emanuel Gaziano -- Uses and gratifications / Zizi Papacharissi -- Spiral of silence : communication and public opinion as social control / Charles T. Salmon and Carroll J. Glynn -- International communication / Robert L. Stevenson -- Violence and sex in the media / Jennings Bryant and R. Glenn Cummins -- Social science theories of traditional and internet advertising / Shelly Rodgers, Esther Thorson, and Yun Jin -- Human communication approaches and concerns. Human communication theory and research : traditions and models / Virginia P. Richmond and James C. McCroskey -- The rhetorical perspective : doing, being, shaping, and seeing / J. David Cisneros, Kristen L. McCauliff, and Vanessa B. Beasely -- Persuasion / Michael D. Miller and Timothy R. Levine -- Interpersonal communication / Charles R. Berger -- Modeling cultures : toward grounded paradigms in organizations and mass culture / Mark Y. Hickson III, Jean Bodon, and Theresa Bodon -- Intercultural communication / Thomas M. Steinfatt and Diane M. Millette -- Intrapersonal communication and imagined interactions / James M. Honeycutt, Christopher M. Mapp, Khaled A. Knasser, and Joyceia M. Banner -- Nonverbal communication / Amy S. Ebesu Hubbard and Judee K. Burgoon -- Small group communication / Joseph A. Bonito, Gwen M. Wittenbaum, and Randy Y. Hirokawa -- Watch your neighbor watching you : applying concertive control in changing organizational environments / Phillip K. Tompkins, Yvonne J. Montoya, and Carey B. Candrian -- Integrated approaches to communication. Internet communication / Marcus Messner and Bruce Garrison -- Organizational legitimacy : lessons learned from financial scandals / Marcia W. Distaso and Terri A. Scandura -- Diffusion of innovations / Everett M. Rogers, Arvind Singhal, and Margaret M. Quinlan -- Credibility / Charles C. Self -- Political communication / Lynda Lee Kaid -- Public relations and integrated communication / Doug Newsom -- Health communication / Charles Atkin and Kami Silk -- Feminist theory and research / Katharine Sarikakis, Ramona R. Rush, Autumn Grubb-Swetnam, and Christina Lane -- Communication ethics / Donald K. Wright -- Future of theory and research in communication. Communication theory and research : the quest for increased credibility in the social sciences / Tony Atwater -- The future of communication theory and research / Hartmut B. Mokros and Gustav W. Friedrich.