PART I: INTRODUCTION 1. Why Do We Need a General Framework? 2. Introduction to the General Framework PART II: EXPLAINING THE MEDIA ORGANIZATIONS FACET 3. Media Industry Line of Thinking 4. Business Strategies 5. Marketing Strategies 6. Employment Strategies PART III: EXPLAINING THE MEDIA AUDIENCES FACET 7. Media Audience Line of Thinking 8. Cognitive Algorithms 9. Audience: Filtering 10. Audience: Meaning Matching 11. Audience: Meaning Construction PART IV: EXPLAINING THE MEDIA MESSAGES FACET 12. Media Message Line of Thinking 13. Message Formulas and Conventions - General 14. Message Formulas and Conventions by Genre 15. Critique of Media Message Scholarship PART V: EXPLAINING THE MEDIA EFFECTS FACET 16. Effects Line of Thinking 17. Organizing Media Effects 18. Designing Media Effects Studies PART VI: CONCLUSION 19. Integration of Parts