![]() Another, Journal of Interactive Advertising, started publishing in 2000. ![]() While we expected to encounter some rarely used theories earlier (but did not), the appearance of such models as Gender, Identification, Limited Capacity, and Social Capital was not expected, not least in these numbers-more than 25% of the total number of articles dealing with online mass communications.Īs would be expected, some new journals appeared-Journal of Interactive Advertising, for one- while others disappeared-Media Studies. However, what was not anticipated was the use of far more diverse theoretical approaches to analysis in these articles, specifically those in 2004. ![]() While the total number of research articles published between 20 remained relatively constant among the journals examined, the number of articles that addressed online mass communication rose steadily. ![]() Part Three, 2000-2004: Hitting our stride By Thomas H.P. ![]()
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