?This book will play an important role in providing structure to a broad, fragmented discipline. I believe it will, at the very least, create important dialogs about what we now know/understand about areas of mass media, and where we should move as a discipline. [This book will] help orient future scholars about the imperative to organize our research more efficiently so that we can expand our knowledge about media phenomena. ? Dr. Potter is an excellent writer, able to distill important ideas in a compelling, yet engaging way. His passion about the topic clearly shines through and this is a major reason why I believe scholars (and future scholars) will gravitate toward this book.? --Roger Cooper, Ohio University In Arguing for a General Framework for Mass Media Scholarship, media scholar and bestselling author W. James Potter challenges media scholars and students to change the way they think about the media. His goals are to: (1) take a macro approach and focus on explanations that span across four major facets of the mass media: (2) present a critical analysis of the mass media literatures and offer a recalibration of what we know about the media; and (3) provide structure to mass media scholarship that is focused on the most useful ideas in the phenomenon of the mass media, not lines of research.