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Dissertation Information for John Fortunato

NAME:
- John Fortunato

DEGREE:
- Ph.D.

DISCIPLINE:
- Library and Information Science

SCHOOL:
- Rutgers University (USA) (1999)

ADVISORS:
- Ronald Rice

COMMITTEE MEMBERS:
- Brent D. Ruben
- James W. Carey
- Shannon Martin

MPACT Status: Fully Complete

Title: The ultimate assist: An agenda-setting study of television's influence in the emergence of the National Basketball Association

Abstract: This dissertation examines the influence of television networks in the emergence of the National Basketball Association. At its most basic level, this dissertation is a study of the framing methods or broadcast strategies television networks used to better present the NBA and how the NBA helped to better frame itself in its efforts to transfer an organizational or media agenda to the public agenda and provide the NBA with a level of popular culture and economic status previously not attained. The overall finding of this dissertation is that the exposure and portrayal framing methods utilized for an NBA broadcast have influenced the growth of the NBA. One overall goal of this study is to identify and describe these broadcast strategies. This issue of television's influence raises the theoretical questions of the power and the effects of the mass media. Three mass communication theoretical frameworks that focus on media effects are used: (1) agenda setting, (2) uses and gratifications, and (3) media dependency. Three frameworks are used because mass communication is often viewed from an absolute dichotomy of direct or indirect effects on the audience, but this dissertation hopes to contribute to the mass communication process by offering an integrated model of mass media effects.

MPACT Scores for John Fortunato

A = 0
C = 0
A+C = 0
T = 0
G = 0
W = 0
TD = 0
TA = 0
calculated 2008-01-31 06:11:04

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