Chapter Outline

Theory Basics

Purpose of Theory
Ought vs. Is
Theory is Collaborative
Who Writes Theory
New vs. Old Theory
Multiple Theories
Ought vs. Is Redux

Theory Terms by Theorist

Theory Terms by Key Word

Key Theory Term Modules

Key Theory Terms
Quick Examples

Sample Analysis Readings

Condit, Celeste Michelle. "Hegemony, Concordance, and Capitalism: A Reply to Cloud." Critical Studies in Mass Communication 13 (1996): 382-384.

Cloud, Dana L. "Concordance, Complexity, and Conservatism: Rejoinder to Condit." Critical Studies in Mass Communication 14 (1997): 192-197.

Condit, Celeste Michelle. "Clouding the Issues? The Ideal and the Material in Human Communication." Critical Studies in Mass Communication 14 (1997): 197-200.

Workshop: Power of Rhetorical Theory

Tracking the Condit-Cloud Theory Exchange
Review of Condit's Initial Concordance Article
Finding the Key Exchange Points: Discovering Agreement and Disagreement Items: Cloud's "Oprah" Analysis and Challenge to Condit
Finding the Key Exchange Points: Discovering Agreement and Disagreement Items: Condit to Cloud
Finding the Key Exchange Points: Discovering Agreement and Disagreement Items: Cloud to Condit
Finding the Key Exchange Points: Discovering Agreement and Disagreement Items: Condit to Cloud
The Power of Theory Development: Cloud's "final word"
Theory Development and Evidence
The Power of Theory Development