'This book is...that call to action that comes forward every few years, to wake us up and challenge our ways of doing things, not by being radical, but via synthesis... I've been waiting for several years for a book like this' - Sahara Byrne, Cornell University

In this groundbreaking book, W. James Potter presents an innovative perspective to media scholars and students who are frustrated with the fragmentation of research findings across so many journals, books, and fields. Arguing for a General Framework for Mass Media Scholarship presents a clear plan for a more efficient way to build knowledge about the mass media so that it can be better organized and made more useful.