ABSTRACT
WICKS advocates the application of schema theory and measurement to mass communication research problems, specifically to news information processing. The strategy of couching established mass communication conceptualizations in terms of schema theory may well enrich the original conceptualizations and instigate new lines of research. However, the full measure of heuristic potential is not adequately represented by the Wicks essay. This critique will attempt to elaborate the heuristic possibilities by highlighting additional contributions to the schema and mass communication research literatures.
