W hy should scholars specializing in the study of mass communication and their influences bother to develop theories about their origins, processes, and effects? Similarly, why should students studying such fields as journalism, advertising, marketing, televi-
sion broadcasting, the use of the Internet, or other media-based fields bother with the study of those issues? After all, aren’t theories just guesses and speculations dreamed up by a bunch of pointy-headed professors sitting in their armchairs? What do they have to do with the “real world” as its practical affairs are conducted in the hard-headed community of profit and loss? Similarly, how can the origins and nature of theories have any importance for success and failures for people pursuing media-related careers?