Chaffee, S. H., and Berger, C. R. (1987). What communication scientists do? In C. R. Berger and S. H. Chaffee (Eds.), Handbook of communication science (pp. 99-122). Sage.

Severin, J. S. and Tankard, Jr. J. (2001). Scientific method. Ch. 2 in Communication theories: Origins, methods, and uses in the mass media, 5th edition (pp. 25-46). Longman.

Aron, D., and Sampler, J. (2004). Understanding IT: A manager's guide. Pearson.

O'Reilly, T. (2005). What is Web 2.0: Design patterns and business models for the next generation of software. OReilly.

Severin, J. S. and Tankard, Jr. J. (2001). Models in mass communication research. Ch. 3 in Communication theories: Origins, methods, and uses in the mass media, 5th edition (pp. 47-70). Longman.

Fidler, R. (1997). Domains of communication media. Ch. 2 in Mediamorphosis: Understanding new media (pp. 31-52). Pine Forge Press.

Zhu, J. J. H. et al. (2008). A Teapot graph and its hierarchical structure of the Chinese Web. World Wide Web 2008 (ACM 978-1-60558-085-2/08/04).

Anderson, C. (2004). The long tail. Wired, 12 (11), Oct.

Elberse, A. (2008). Should you invest in the Long Tail? Harvard Business Review,July-August (also read the debate between Anderson and Elberse on the issue by following the links to their blogs (Anderson; Elberse).

Rogers, E. M. (2003). Elements of diffusion. Ch. 1 in Diffusion of innovation, 5th Edition (pp. 1-38). The Free Press.

Moore, G. A. (1999). Crossing the chasm, Marketing and selling high-tech products to mainstream customer (revised edition, summarized by J. S. Linowes). HarperCollins Publishers.

Zhu, J. H., and He, Z. (2002a). Diffusion, use and impact of the Internet in Hong Kong: A chain process model. Journal of Computer-Mediated Communication, 7 (2).

Lievrouw, L. A. (2000). Nonobvious things about new media: How fast is fast? ICA Newsletter , 28(2), pp. 6-7.

Fidler, R. (1997). Principles of mediamorphosis . Ch. 1 in Mediamorphosis: Understanding new media (pp. 1-30). Pine Forge Press.

Lui S.C. (2002, in Chinese). Lessons from the collapse of British Digital ITV. Media Digest, 2002.6.

Rubin, A. M. (1994). Media uses and effects: A uses-and-gratifications perspective. In J. Bryant and D. Zillmann (Eds.), Media effects: Advances in theory and research (pp. 417-436), Lawrence Erlbaum Associates.

Reeves, B., and Nass, C. (1996). The media equation: How people treat computers, television, and new media like real people and places (Ch. 1 and 23). Cambridge University Press.

Stephenson, W. (1988). The play theory of mass communication (Ch. 4 and 15). Transaction Books.

Zhu, J. H., and He, Z. (2002c). Perceived characteristics, perceived needs, and perceived popularity: Diffusion and use of the Internet in China. Communication Research, 29 (4), 466-495.

Zhu, J. H. (1997, in Chinese). Audience channel loyalty in Hong Kong. Media Digest, 1997.4.

Trevino, L., Webster, J., and Stein, E. (2000). Making connections: complementary influences on communication media choices, attitudes, and uses. Organization Science, 11, 163-182.

Webster, J. G., and Lin, S. F. (2002). The Internet audience: Web use as mass behavior. Journal of Broadcasting & Electronic Media 46 (1), 1-12.

Lowery, S. A., and DeFleur, M. L. (1995). Milestones in mass communication research (3^rd edition, Ch. 1 and 3). Longman.

Klapper, J. T. (1957). What we know about the effects of mass communication: The brink of hope. Public Opinion Quarterly, 21, 453-474.

Gerbner, G., Gross, L. Morgan, M., and Signoriellie, N. (1994). Growing up with television: The cultivation perspective. In J. Bryant & D. Zillmann (Eds.), Media effects: Advances in theory and research (pp. 17-42), Lawrence Erlbaum Associates.

Zhu, J. H., and Blood, D. (1997). Media agenda-setting theory: Telling what the public think about. In B. Kovacic (Ed.), Emerging Theories of Human Communication (pp. 88-114). State University of New York Press.

Iyengar, S., and Kinder, D. (1987). The priming effect. Ch. 7 in News that matters: Television and American opinion. The Chicago University Press.

DeFleur, M. L. and Ball-Rokeach, S. (1982). Toward an integrated model of mass media effects. Ch. 12 in Theories of mass communication. Longman.

Noelle-Neumann, E. (1984). The spiral of silence: public opinion - Our social skin (Ch.1 and 2). The University of Chicago Press.

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Davison, W. P. (1983). The third-person effect in communication. Public Opinion Quarterly, 47, 1-15.

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General References

Werner J. Severin and James W. Tankard, Jr. (2001). Communication theories: Origins, methods, and uses in the mass media, 5th edition. Longman.

Denis McQuail & Sven Windahl (1993). Communication models for the study of mass communication, 2^nd edition. Longman.

Denis McQuail (2002) (Ed.). McQuail's reader in mass communication theory. Sage.

Peter B. Andersen, Berit Holmqvist and Jens F. Jensen (Eds.) (1993). The computer as medium. Cambridge University Press.

Roger Fidler (1997). Mediamorphosis: Understanding new media. Pine Forge Press.

Carolyn A. Lin and David J. Atkin (Eds.) (2002). Communication technology and society: Audience adoption and uses. Hampton Press.

Leah A. Lievrouw and Sonia Livingstone (Eds.) (2002). Handbook of new media: Social shaping and consequences of ICTs. Sage.

John V. Pavlik (1996). New media technology and the information superhighway. Allyn and Bacon.

Additional References

The attachment contains an incomplete (i.e., non-exhaustive) list of more recent publications (2000-09) on relevant theories.