The future of the field of communication lies in the ability to produce a socially relevant scholarship, without which the field is unlikely to attract the best students, command significant societal resources, or make its greatest contributions to the world's store of knowledge. This volume presents a report of the first discipline-wide, nationally sponsored communication research conference in 20 years--the Tampa Conference on Applied Communication. As the next millennium approaches, the communication field will be challenged to take its place among the disciplines whose research makes a substantial contribution to the well-being of society. How the communication field should respond to that challenge was the focus of the conference and this volume. Crossing all disciplinary boundaries, Applied Communication in the 21st Century addresses issues of concern to all scholars in the communication field, regardless of their various subareas, and includes the recommendation of the conferees concerning issues and responsibilities of the field, research priorities, and graduate education.
Table of Contents
Contents: K.N. Cissna, Introduction. C. Argyris, Knowledge When Used in Practice Tests Theory: The Case of Applied Communication Research. Part I: The State of Applied Communication Research. D.R. Seibold, Theoria and Praxis: Means and Ends in Applied Communication Research. V.S. Freimuth, Response to Seibold: Applied Health Communication Research. G.R. Miller, "I Think My Schizophrenia Is Better Today," Said the Communication Researcher Unanimously: Some Thoughts on the Dysfunctional Dichotomy Between Pure and Applied Communication Research. H.L. Goodall, Jr., Response to Miller: Sexing His Text for Plurals. D. Conquergood, Between Rigor and Relevance: Rethinking Applied Communication. S.L. Becker, Response to Conquergood: Don Quixotes in the Academy -- Are We Tilting at Windmills? K.H. Jamieson, Adwatch: The Unblurring of Political Genres. P.K. Tompkins, Response to Jamieson: The Scholarship of Application. T.A. McCain, Response to Jamieson: Radio's Oscillating Policies Jolt New Zealand and Ireland -- An Applied Research Example. Part II: Reflections. R.T. Craig, Applied Communication Research in a Practical Discipline. J.T. Wood, Theorizing Practice, Practicing Theory. W.F. Eadie, Making a Difference: The Status and Challenges of Applied Communication Research. L.P. Cusella, T.L. Thompson, A Bridge to Be Crossed: Levels of Social Control in Future Applied Communication Theory and Research. Appendices: Recommendations Formally Adopted by the Tampa Conference on Applied Communication. List of Conference Participants. Instructions Sent to Conference Participants and Conference Format.