W. James Potter

Professor
Media

Contact Phone

805-893-5355

Office Location

SSMS 4135

Specialization

Media Processes, Media Effects and Literacy, Media Theory and Methods

Bio

W. James Potter joined the Department of Communication in the fall of 2001. A holder of a Ph.D. in Communication Theory and another in Instructional Systems, he has also taught at Western Michigan University, Florida State University, Indiana University, UCLA, and Stanford University. He is a former editor of the Journal of Broadcasting & Electronic Media as well as the editor of the forthcoming Encyclopedia of Media Violence. He has published numerous scholarly articles, book chapters, and 15 books.

His research focuses primarily on media literacy and media violence. He is currently at work on a general of theory of the mass media in which he plans to integrate the theories and research findings about the mass media industries, their content, audiences, and effects into a unified system of explanation.


Education

Ph.D. 1981 Florida State University Major: Communication Theory
 
Ph.D. 1979 Indiana University Major: Instructional Research
 
M.S. 1973 Clarion State University Major: Mass Communication Studies
 
B.A. 1971 Pacific Lutheran University Major: English Literature
 

 


Professional Experience

2001-Present Professor, Department of Communication, UC Santa Barbara

Fall 2000 Visiting Professor, Stanford University

1998-2001 Professor, Director of Graduate Studies Department of Communication, Florida State University

1997Ð2002 Visiting Professor, Department of Communication Studies, UCLA

1994-1998 Lecturer, Department of Communication, UC Santa Barbara

1991-1994 Editor, Journal of Broadcasting & Electronic Media

1991-1992 Director of Graduate Studies, Department of Telecommunications, Indiana University

1989-1996 Associate Professor, Department of Telecommunications, Indiana University

1988-1989 Visiting Associate Professor, Department of Telecommunications, Indiana University

1983-1988 Assistant Professor, College of Communication, Florida State University

1984-1985 Interim Director, Communication Research Center, Florida State University

1981-1983 Assistant Professor, Department of Communication Arts and Sciences, Western Michigan University

1979-1981 Adjunct Instructor, College of Communication, Florida State University

1976-1979 Co-director of Faculty Evaluation and Development Project, Virginia Commonwealth University

1975-1976 Research Associate, Center for Evaluation Development and Research at Phi Delta Kappa International, Bloomington, Indiana

1975-1976 Research Associate, Indiana University Center for Evaluation

1973-1975 Owner and manager of news bureau which provided print and radio news to newspapers and radio stations in Southeastern Pennsylvania

1972-1973 Reporter for Pottstown Mercury, a daily newspaper

1971-1972 Reporter then City Editor for the Daily Phoenix, a daily newspaper


Awards and Fellowships

1998 Faculty Fellowship from International Radio and Television Society for their Winter Workshop on Television Programming, New York.

1996 Faculty Fellowship from International Radio and Television Society for their Winter Workshop on Television Programming, New York.

1994 Faculty Fellowship from International Radio and Television Society for their Winter Workshop on Television Programming, New York.

1993 Faculty Fellowship from International Radio and Television Society for their Winter Workshop on Television Programming, New York.

1992 Indiana University Faculty Fellowship for Summer Grant Writing Workshop

1991 Faculty Fellowship to Annenberg-Northwestern University Summer Workshop on Telecommunications Policy, Washington, D.C.

1990 Indiana University College of Arts and Sciences Summer Faculty Fellowship for Research

1990 Top three paper in the Communication Theory and Methodology Division presented at the annual convention of the Association for Education in Journalism and Mass Communication, Minneapolis. Title: Dichotomous or continuous measures of cultivation?

1988 Faculty Fellowship from International Radio and Television Society for their Winter Workshop on Television Programming, New York.

1988 Top two paper in the Research Division of the Annual Convention of the Broadcast Education Association, Las Vegas. Title: The context of prosocial activity on prime-time television.

1987 Top Paper in the Research Division of the Annual Convention of the Broadcast Education Association, Dallas. Title: Elaborating the cultivation hypothesis: Intervening and contingent relationships.

1987 Fellowship to the Newspaper Advertising Bureau Faculty Workshop, New York City.


Grants

2002 Instructional Grant from the University of California at Santa Barbara ($8,606.45) for the development of a curriculum and materials for media literacy courses

2002 Institute for Social, Behavioral, and Economic Research, University of California at Santa Barbara ($7,500); Designing Templates for Interactive Research on the Effects of Exposure to Media Violence

1994-98 National Television Violence Study funded by the National Association of Cable Television($3.3-million); Served as one of the Principal Investigators.

1989 National Association of Broadcasters ($4,990); Conducted a two part study (survey and experiment) to determine television viewers' tolerances for commercial messages.

1983-86 Florida Bureau of Public Safety Management ($65,000); Directed a project to monitor the compliance with the newly passed seat belt law. Conducted 11 telephone surveys and statewide observational survey over a three-year period.

1985 Florida Department of Natural Resources ($15,000); Directed a project to determine recreational use in the state of Florida; Conducted eight telephone surveys of state's population.

1981 National Association of Broadcasters ($2,300); Conducted a study to investigate perceptions of reality among television viewers

1976-79 Eli Lilly Endowment ($100,000); Co-directed a three-year project to assess how faculty performance is evaluated and rewarded in higher education; Designed instruments, conducted research, provided consultation to faculty and wrote reports.

1974-79 Designed the evaluation component and conducted the evaluation on three grants funded by the National Science Foundation, the National Institute of Mental Health and the Fund for the Improvement of Post-Secondary Education


Service to Research Fields

Editor, Journal of Broadcasting & Electronic Media (1992 to 1994)

Served on the editorial boards of Communication Research Reports and International Journal of Interactive Communication, Journal of Applied Communication Research, Journal of Broadcasting & Electronic Media, and Journal of Communication.

Manuscript reviewer for the following scholarly journals: Communication Monographs, Communication Research, Communication Studies, Communication Monographs, Communication Theory, Human Communication Research, Media Psychology, and Journalism Quarterly.


Courses Developed and Taught

Mass Media Courses

Media Literacy
Mass Media Content
Mass Media and Social Change
Mass Media and the Individual
Political Uses of the Mass Media
Policy Issues in Mass Media Development
Programming for Radio and Television
Broadcast Operations (technical/engineering aspects, production process)

Advertising Courses

Introduction to Advertising
Media Planning
Target Market Research
Consumer Behavior
Advertising Literacy

Methodology Courses

Introduction to Research Methods
Theory Construction
Survey Methods
Content Analysis
Qualitative Methods
Measurement of Listener/Viewer Response

Production

Basic Journalism (print)
Television Production (studio)
Television Production (small format)
Television Direction
Writing for Radio and Television (commercials, continuity, teleplays)
Broadcast Journalism (news and documentaries)


 

Publications

Published Research

Books & Monographs

Potter, W. J. (Under contract). Encyclopedia of Media Violence. Thousand Oaks, CA: Sage.

Potter, W. J. (In production). Media Literacy (3rd Edition). Thousand Oaks, CA: Sage.

Potter, W. J. (In production). InstructorÕs Guide for Media Literacy (3rd edition). Thousand Oaks, CA: Sage.

Potter, W. J. (2005). Becoming a Strategic Thinker: Developing Skills for Success. Upper Saddle River, NJ: Pearson Prentice-Hall.

Potter, W. J. (2005). InstructorÕs Guide for Becoming a Strategic Thinker: Developing Skills for Success. Upper Saddle River, NJ: Pearson Prentice-Hall.

Potter, W. J. (2004). Cognitive Theory of Media Literacy. Thousand Oaks, CA: Sage.

Potter, W. J. (2003). The 11 Myths of Media Violence. Thousand Oaks, CA: Sage.

Potter, W. J. (2001). Media Literacy (2nd edition). Thousand Oaks, CA: Sage.

Alexander, A., & Potter, W. J. (Eds.) (2001). How to Publish Your Communication Research: An InsiderÕs Guide. Thousand Oaks, CA: Sage.

Potter, W. J. (1999). Media Violence. Thousand Oaks, CA: Sage.

Potter, W. J. (1998). Media Literacy. Thousand Oaks, CA: Sage.

Potter, W. J. (1996). A Qualitative Analysis of Qualitative Research. Hillsdale, NJ: Lawrence Erlbaum Associates.

Potter, W. J. (1994). Cultivation theory and research: A methodological critique Journalism Monographs.

Potter, W. J. and Shtogren, J. (Eds.) (1979). The Evaluation of Administrators in Higher Education. Higher Education Leadership Press, Richmond, Virginia.

Gephart, W. J., Ingle, R. I., and Potter W. J. (Eds.) (1976). Assessing Administrative Performance. Bloomington, Indiana: Phi Delta Kappa.

Gephart, W. J. and Potter, W. J. (1976). Catalog of Evaluation Training Programs. Bloomington, Indiana: Phi Delta Kappa.

Referred Journal Articles

Potter, W. J., Eyal, K., Fandrich, R., Mahood, C., McIlrath, M., & Riddle, K. (in review). Judging the degree of violence in media portrayals. Journal of Broadcasting & Electronic Media.

Potter, W. J., & Mahood, C. (in review). Testing a model for viewer interpretations of violence. Journal of Communication.

Potter, W. J., & Smith, S. L. (in review). Determining clusters of contextual variables in portrayals of television violence. Journal of Broadcasting & Electronic Media.

Potter, W. J. (2004). Argument for the need for a cognitive theory of media literacy. American Behavioral Scientist, 48, 266-272.

Potter, W. J., & Tomasello, T. K. (2003). Building upon the experimental design in media violence research: The importance of including receiver interpretations. Journal of Communication, 53, 315-329.

Potter, W. J., Pashupati, K., Pekurny, R. G., Hoffman, E., & Davis, K. (2002). Perceptions of television violence: A schema explanation. Media Psychology, 4, 27 - 50.

Wilson, B. J., Smith, S. L., Potter, W. J., Kunkel, D., Linz, D., Colvin, C. M., & Donnerstein, E. (2002). Violence in television programming: Assessing the risks. Journal of Communication, 52(1), 5-35.

Potter, W. J., & Smith, S. L. (2000). The context of graphic portrayals of television violence. Journal of Broadcasting & Electronic Media, 44, 301-323.

Potter, W. J., & Levine-Donnerstein, D. (1999). Rethinking reliability and validity in content analysis. Journal of Applied Communication Research, 27, 258-284.

Potter, W. J., & Warren, R. (1999). Humor as camouflage of television violence. Australian Journal of Comedy, 5(1), 115-148. {Reprinted from Journal of Communication}

Potter, W. J., & Smith, S. L. (1999). Consistency in contextual cues across multiple levels of analysis. Journal of Communication, 49(4), 121-133.

Christ, W. G., & Potter, W. J. (1998). Media literacy, media education, and the academy. Journal of Communication, 48(1), 5-15.

Potter, W. J. (1998). Misperceptions of risk: A review essay. Journal of Communication, 48(4), 162-167.

Potter, W. J., & Warren, R. (1998). Humor as camouflage of television violence. Journal of Communication, 48(2), 40-57.

Potter, W. J., Warren, R., Vaughan, M., Howley, K., Land, A., & Hagemeyer, J. (1997). Antisocial acts in reality programming on television. Journal of Broadcasting & Electronic Media, 41, 69-89.

Potter, W. J., & Vaughan, M. (1997). Aggression in television entertainment: Profiles and trends. Communication Research Reports, 14, 116-124.

Potter, W. J. (1997). The problem of indexing risk of viewing television aggression. Critical Studies in Mass Communication, 14, 228-248.

Potter, W. J., & Warren, R. (1996). Considering policies to protect children from TV violence. Journal of Communication, 46(4), 116-138.

Potter, W. J., Cooper, R., & Dupagne, M. (1995). Reply to SparksÕ critique. Communication Theory, 5, 280-286.

Potter, W. J., Vaughan, M., Warren, R., Howley, K., Land, A., & Hagemeyer, J. (1995). How real is the portrayal of aggression in television entertainment programming? Journal of Broadcasting & Electronic Media, 39, 496-516.

Kunkel, D., Wilson, B., Donnerstein, E., Linz, D., Smith, S. Gray, T., Blumenthal, E., & Potter, W. J. (1995). Measuring television context: The importance of context. Journal of Broadcasting & Electronic Media, 39, 284-291.

Cooper, R. Potter, W. J., & Dupagne, M. (1994). A status report on methods used in mass communication media research. Journalism Educator, 48(4), 54-61.

Dupagne, M., Potter, W. J., & Cooper, R. (1994). A content analysis of womenÕs published mass communications research. Journalism Quarterly, 70, 815-823.

Potter, W. J. (1993). Cultivation theory and research: A conceptual critique. Human Communication Research, 19, 564-601.

Potter, W. J., Cooper, R., & Dupagne, M. (1993). The three paradigms of mass media research in mainstream journals. Communication Theory, 3, 317-335.

Emanuel, R., & Potter, W. J. (1992). Do students style preferences differ by grade level, orientation toward college, and academic major? Research in Higher Education, 33, 395-414.

Potter, W. J. (1992). How do adolescents' perceptions of television reality change over time? Journalism Quarterly, 69, 392-405.

Potter, W. J. (1991). The relationships between first and second order measures of cultivation. Human Communication Research, 18, 92-113.

Potter, W. J. (1991). Yes to research. Feedback, 32(2), 24-25.

Potter, W. J. (1991). The linearity assumption in cultivation research. Human Communication Research, 17, 562-584.

Potter, W. J. & Clark, G. (1991). Styles in mass media classrooms. Feedback, 32(1), 8-11, 24.

Potter, W. J. (1991). Examining cultivation from a psychological perspective: Component subprocesses, Communication Research, 18, 77-102.

Potter W. J. (1990). Adolescents' perceptions of the primary values of television programming. Journalism Quarterly, 67, 843-851.

Potter, W. J., & Chang, I. K. (1990). Television exposure measures and the cultivation hypothesis. Journal of Broadcasting & Electronic Media, 34, 313-333.

Potter, W. J. and Emanuel, R. (1990). Students' preferences for communication styles and their relationship to achievement. Communication Education, 39, 234-249.

Potter, W. J. (1989). A proposal for a Scholar's Electronic Community. Feedback, 30(3), 13-19.

Potter, W. J. & Ware, W. (1989). The frequency and context of prosocial acts on primetime television. Journalism Quarterly, 66, 359-366, 529.

Potter, W. J. (1988). Perceived reality in television effects research. Journal of Broadcasting & Electronic Media, 32, 23-41.

Potter, W. J., Forrest, E., Sapolsky, B. S., & Ware, W. (1988). Segmenting VCR owners. Journal of Advertising Research, 28(2), 29-39.

Potter, W. J. (1988). Three strategies for elaborating the cultivation hypothesis. Journalism Quarterly, 65(4), 930-939.

Potter, W. J. & Ware, W. (1987). An analysis of the contexts of antisocial acts on prime-time television. Communication Research, 14(6), 664-686.

Potter, W. J. (1987). News from three worlds in prestige U. S. newspapers. Journalism Quarterly, 64, 73-79.

Potter, W. J. & Ware, W. (1987). Traits of perpetrators and receivers of antisocial and prosocial acts on television. Journalism Quarterly, 64, 382-391.

Potter, W. J. (1987). Does television viewing hinder academic achievement among adolescents? Human Communication Research, 14(1), 27-46.

Potter, W. J. (1986). Perceived reality in the cultivation hypothesis. Journal of Broadcasting & Electronic Media, 30, 159-174.

Potter, W. J. (1985). Gender representation in elite newspapers. Journalism Quarterly, 62, 636-640.

Gephart, W. J. and Potter, W. J. (1979). The generalizability problem in evaluation. CEDR Quarterly, 8, 14-22.

Potter, W. J. (1976). Editorial on evaluation. CEDR Quarterly, 5, 4.

Potter, W. J. (1975). ALEX. International Journal of Instructional Media, 2, 145-149.

Book Chapters

Potter, W. J. (2003).The frontiers of media research. In D. A. Gentile, (Ed.). Media violence and children: A complete guide for parents and professionals (pp. 247-262). Westport, CT: Praeger.

Potter, W. J. (2003). Broadening our perspective on the effects of media violence: What we donÕt know about media effects is already hurting us. Proceedings from the Television Violence and Young People Conference. Centre dÕetudes sur les medias, University of Montreal.

Potter, W. J. (2001). Avoiding writing traps. In A. Alexander & W. J. Potter (Eds.), How to publish your communication research: An insiderÕs guide (pp. 13 -121).

Smith, S. L., Wilson, B. J., Kunkel, D., Linz, D., Potter, W. J., Colvin, C. M., & Donnerstein, E. (1998). Violence in television programming overall: University of California, Santa Barbara study (pp. 5 - 220). National Television Violence Study 3. Thousand Oaks, CA: Sage.

Wilson, B. J., Kunkel, D., Linz, D., Potter, W. J., Donnerstein, E., Smith, S. L., Blumenthal, E., & Berry M. (1998). Violence in television programming overall: University of California, Santa Barbara study (pp. 3 - 204). National Television Violence Study 2. Thousand Oaks, CA: Sage.

Potter, W. J., Linz, D., Wilson, B., Kunkel, D., Donnerstein, E., Smith, S. L., Blumenthal, E., & Gray, T. (1998). Content analysis of entertainment television: New methodological developments (pp. 55 - 103). Television violence and public policy. Ann Arbor, MI: The University of Michigan Press.

Kunkel, D. Wilson, B. J., Potter, W. J., Linz, D., Donnerstein, E., Smith, S. L., & Blumenthal, E. (1998). Content analysis of entertainment television: Implications for public policy (pp. 149 - 162). Television violence and public policy. Ann Arbor, MI: The University of Michigan Press.

Wilson, B. J., Donnerstein, E., Linz, D., Kunkel, D. Potter, W. J., Smith, S. L., Blumenthal, E., & Gray, T. (1998). Content analysis of entertainment television: The importance of context (pp. 13 - 53). Television violence and public policy. Ann Arbor, MI: The University of Michigan Press.

Wilson, B. J., Smith, S. L., Potter, W. J., Linz, D., Donnerstein, E., Kunkel, D. Blumenthal, E., & Gray, T. (1998). Content analysis of entertainment television: The 1994-95 results (pp. 105 -147). Television violence and public policy. Ann Arbor, MI: The University of Michigan Press.

Wilson, B. J., Kunkel, D., Linz, D., Potter, W. J., Donnerstein, E., Smith, S. L., Blumenthal, E., Berry, M., & Federman, J. (1998). The nature and context of violence on American television. In L. Carlsson & C. Feilitzen (Eds.). Children and media violence. Goteborg, Sweden: UNESCO.

Wilson, B. J., Kunkel, D., Linz, D., Potter, W. J., Donnerstein, E., Smith, S. L., Blumenthal, E., & Berry, M. (1997). Violence in television programming overall: University of California, Santa Barbara study (pp. 3 - 178). National Television Violence Study, Volume 2. Thousand Oaks, CA: Sage.

Wilson, B. J., Kunkel, D., Linz, D., Potter, W. J., Donnerstein, E., Smith, S. L., Blumenthal, E., & Gray, T. (1997). Violence in television programming overall: University of California, Santa Barbara study (pp. 3 - 268). National Television Violence Study, Volume 1. Thousand Oaks, CA: Sage.

Wilson, B. J., Kunkel, D., Linz, D., Potter, W. J., Donnerstein, E., Smith, S. L., Blumenthal, E., & Gray, T. (1997). Television violence and its context. (pp. 8 - 30). National Television Violence Study: Executive Summary, 1994-1995. Studio City, CA: Mediascope, Inc.

Wilson, B. J., Kunkel, D., Linz, D., Potter, W. J., Donnerstein, E., Smith, S. L., Blumenthal, E., & Gray, T. (1997). Television violence and its context. (pp. 1 - 169). National Television Violence Study, Volume 1. Studio City, CA: Mediascope, Inc.

Potter, W. J. (1994). Teaching evaluation. In W. G. Christ (Ed.) Assessing Communication Education: A Handbook for Media, Speech & Theatre Educators (pp. 89 - 112). Hillsdale, NJ: Lawrence Erlbaum Associates, Publishers.

Convention Papers

Potter, W. J., Eyal, K., Fandrich, R., Mahood, C., McIlrath, M., & Riddle, K. (2004, November). Judging the degree of violence in media portrayals. Paper presented to the Mass Communication Division of the National Communication Association, Chicago.

Potter, W. J., Mahood, C., & Yao, M. (2003, November). Changes in interpretations of violence as a function of changes in narrative characteristics. Paper presented at the annual meeting of the National Communication Association, Miami.

Potter, W. J., & Mahood, C. (2002, November). Developing a model for viewer interpretations of violence. Paper presented of the National Communication Association, New Orleans.

Potter, W. J. (2002, April). Broadening our perspective on the effects of media violence: What we donÕt know about media effects is already hurting us. Paper presented at the Television and Violence in Society Conference, Centre dÕetudes sur les medias, University of Montreal.

Potter, W. J. (2000, November). How adults are like kids when it comes to media violence: A survey of research literature. Paper presented at the Annual Conference of the International Communication Association, Seattle, WA.

Potter, W. J., Pekurny, R. Hoffman, E., Pashupati, K., & Davis, K. (2000, April). Viewer judgments about the degree of violence in a television program. Paper presented to the Broadcast Education Association for presentation at its Annual Conference.

Potter, W. J., & Levine-Donnerstein, D. (1999, May). Validity and reliability in content analysis. Paper presented to at the Annual Meeting of the International Communication Association, San Francisco.

Potter, W. J., & Smith, S. L. (1999, May). Importance of examining the context of TV violence across narrative levels. Paper presented to at the Annual Meeting of the International Communication Association, San Francisco.

Potter, W. J., & Smith, S. L. (1999, May). Patterns of graphicness in portrayals of television violence. Paper presented to at the Annual Meeting of the International Communication Association, San Francisco.

Potter, W. J., & Berry, M. (1999, May). A schema explanation for viewersÕ judgments of television violence. Paper to be presented to at the Annual Meeting of the International Communication Association, San Francisco.

Potter, W. J. (1998, April). Conceptualizing media literacy. Paper presented at the Annual Meeting of the Broadcast Education Association. Las Vegas.

Smith, S. L., Wilson, B. J., Colvin, C. M., Kunkel, D., Potter, W. J., Linz, D., & Donnerstein, E. (1998, July). Violence in childrenÕs television programming: Assessing the risks. Paper to be presented at the Annual Meeting of the International Communication Association, Jerusalem.

Colvin, C. M., Smith, S. L., Potter, W. J., Wilson, B. J., Kunkel, D., Donnerstein, E., & Linz, D. (1998, July). The prevalence and context surrounding children as perpetrators of violence on television. Paper to be presented at the Annual Meeting of the International Communication Association, Jerusalem.

Ross-Altarac, S., Potter, W. J., Prescott, M., & Sebastian, M. (1998, July). ChildrenÕs reactions to verbal aggression in family situation comedies. Paper to be presented at the Annual Meeting of the International Communication Association, Jerusalem.

Potter, W. J. (1997, November). Incorporating different approaches to media literacy. Paper presented at the Annual Meeting of the National Communication Association, Chicago.

Potter, W. J. (1997, May). Justification for television violence. Paper presented at the Annual Meeting of the International Communication Association, Montreal.

Potter, W. J. (1997, April). EditorÕs forum. Presentation at the Annual Meeting of the Broadcast Education Association, Las Vegas.

Potter, W. J. (1996, November). Convergence between qualitative and quantitative approaches to communication research. Paper presented at the Annual Meeting of the Speech Communication Association, San Diego.

Potter, W. J., Linz, D., Wilson, B., Kunkel, D., Donnerstein, E., Blumenthal, E., Smith, S., & Gray, T. (1996, June). Content analysis of entertainment television: New methodological developments. Paper presented at the Duke Conference on Media Violence and Public Policy, Durham, NC.

Kunkel, D., Wilson, B., Potter, W. J., Linz, D., Donnerstein, E. , Smith, S. Blumenthal, E., & Gray, T. (1996, June). Content analysis of entertainment television: Implications for public policy. Paper presented at the Duke Conference on Media Violence and Public Policy, Durham, NC.

Wilson, B., Donnerstein, E., Linz, D., Kunkel, D., Potter, W. J., Smith, S., Blumenthal, E., & Gray, T. (1996, June). Content analysis of entertainment television: The importance of context. Paper presented at the Duke Conference on Media Violence and Public Policy, Durham, NC.

Wilson, B., Linz, D., Kunkel, D., Potter, W. J., Donnerstein, E., Blumenthal, E. Smith, S., & Gray, T. (1996, June). Content analysis of entertainment television: Results for 1994-1995. Paper presented at the Duke Conference on Media Violence and Public Policy, Durham, NC.

Potter, W. J., & Levine-Donnerstein, D. (1996, May). Content analysis methodology: Assessing reliability for multiple coders. Paper presented at the Annual Meeting of the International Communication Association, Chicago.

Donnerstein, E., Kunkel, D., Linz, D., Potter, W. J., & Wilson, B. (1996, May). Violence in television entertainment programming. Paper presented at the Annual Meeting of the International Communication Association, Chicago.

Potter, W. J. (1996, March). EditorÕs forum. Presentation at the Annual Meeting of the Broadcast Education Association, Las Vegas.

Potter, W. J., Hagemeyer, J., Land, A., Vaughan, M., Warren, R., & Howley, K. (1995, August). Reality programming on television: Realness and meaning. Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication, Washington, DC.

Potter, W. J., Vaughan, M., Warren, R., Howley, K., Land, A., & Hegemeyer, J. (1995, May). The realities of aggression in television entertainment programming. Paper presented at the Annual Meeting of the International Communication Association, Albuquerque.

Potter, W. J. (1994, April). How to get published. Presentation at the Annual Meeting of the Broadcast Education Association, Las Vegas.

Potter, W. J. (1993, November). Instructional styles and the "New Professionalism." Paper presented at the Annual Meeting of the Speech Communication Association, Miami.

Potter, W. J. (1993, November). Faculty evaluation. Paper presented at the Annual Meeting of the Speech Communication Association, Miami.

Potter, W. J. (1993, March). What are the important research topics in electronic media? Presentation at the Annual Meeting of the Broadcast Education Association, Las Vegas.

Potter, W. J., Troiano, C., Riggs, K., & Robinson, M. (1993, August). A content analysis of published qualitative research. Paper presented to the Communication Theory and Methodology Division of the Association for Education in Journalism and Mass Communication, Kansas City.

Potter, W. J. (1993, May). A methodological critique of cultivation theory and research. Mass Communication Division of the International Communication Association, Washington, DC.

Potter, W. J. (1993, April). Publication patterns in the Journal of Broadcasting & Electronic Media. Paper presented to the Research Division of the Broadcast Education Association, Las Vegas.

Potter, W. J. (1993, April). Instructional styles and student learning styles. Paper presented to the Courses and Curriculum Division of the Broadcast Education Association, Las Vegas.

Potter, W. J. (1992, August). Publishing mass media research. Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Montreal.

Potter, W. J. (1991, November). Hypermedia: Implications for research and theory. Paper presented at the annual meeting of the Speech Communication Association, Atlanta.

Potter, W. J., Cooper, R., & Dupagne, M. (1991, August). The three paradigms of mass media research. Paper presented to the Communication Theory and Methodology Division of the Association for Education in Journalism and Mass Communication, Boston.

Potter, W. J., & Gantz, W. (1991, August). Tolerance for television advertising. Paper presented to the Advertising Division of the Association for Education in Journalism and Mass Communication, Boston.

Potter, W. J., Cooper, R., Dupagne, M., & Dashiell, E. (1991, May). Is there a dominant paradigm in mass media research? Paper presented to the Mass Communication Division of the International Communication Association, Chicago.

Cooper, R., Potter, W. J., Dupagne, M., & Dashiell, E. (1991, May). Methodological shifts in mass communication research: 1974-1989. Paper presented to the Mass Communication Division of the International Communication Association, Chicago.

Dupagne, M., Potter, W. J., Cooper, R., & Dashiell, E. (1991, May). Fifteen years of women's scholarship in mass communications: 1974-1989. Paper presented to the Feminist Scholarship Division of the International Communication Association, Chicago.

Potter, W. J. (1990, August). Dichotomous or continuous measures of cultivation? Paper presented at the annual convention of the Association for Education in Journalism and Mass Communication, Minneapolis. (Top three paper in the Communication Theory and Methodology Division.)

Potter, W. J. (1990, August). Gender differences in preferences for learning styles and teaching styles. Paper presented at the annual convention of the Association for Education in Journalism and Mass Communication, Minneapolis.

Potter, W. J. (1990, April). Pro Argument: Research and statistics should be part of the mass communication curriculum. Town Hall debate at the annual meeting of the Broadcast Education Association, Atlanta.

Potter, W. J. (1990, April). Profile of preferred learning and teaching styles of mass communication students. Report to the Courses & Curriculum Committee at the annual meeting of the Broadcast Education Association, Atlanta.

Gantz, W., & Potter, W. J. (1990, April). Broadcast clutter: A preliminary report. Presented at the annual meeting of the Broadcast Education Association, Atlanta.

Potter, W. J. (1990, August). Gender differences in preferences for learning styles and teaching styles. Presented at the annual meeting of the Broadcast Education Association, Atlanta.

Potter, W. J. (1989, May). An investigation into the reliability of perceived reality measures. Paper presented the Mass Communication Division of the International Communication Association, San Francisco.

Potter, W. J., & Emanuel, R. (1989, May). Grade level differences in preferences for learning styles and instructor communicator styles. Paper presented to the Instructional and Developmental Communication Division of the International Communication Association, San Francisco.

Potter, W. J., & Emanuel, R. (1989, May). Adolescents' preferences for instructional styles and their relationship to achievement. Paper presented to the Instructional and Developmental Communication Division of the International Communication Association, San Francisco.

Potter, W. J. (1989, April). Research and theory with the aid of hypermedia. Paper presented to the Broadcast Education Association Annual Conference, Las Vegas.

Potter, W. J. & Ware, W. (1988, April). The context of prosocial activity on prime-time television. Top two paper of the Research Division of the 1988 Annual Convention of the Broadcast Education Association, Las Vegas.

Potter, W. J. (1987, March). Elaborating the cultivation hypothesis: Intervening and contingent relationships. Top Paper in the Research Division of the 1987 Annual Convention of the Broadcast Education Association, Dallas, Texas.

Potter, W. J. & Chang, I. C. (1987, November). Predicting perceptions of a violent world: A two wave study. Presented at the Annual Convention of the Speech Communication Association.

Potter, W. J., & Ware, W. (1986, May). Are heroes the good guys or the bad guys: A content analysis of the context of antisocial portrayals on television. Paper to be presented at the Annual Convention of the International Communication Association, Chicago.

Potter, W. J. (1985, November). The effect of perceived justification on television viewer's emotional reactions to characters. Paper presented to the annual meeting of the Speech Communication Association, Denver.

Potter, W. J. (1985, November). Third world news coverage of U. S. prestige newspapers. Paper presented to the annual convention of the Speech Communication Association, Denver.

Potter, W. J. (1984, August). Contingent variables in the effects paradigm. Paper presented to the annual convention of the Association for Education in Journalism and Mass Communication, Gainesville.

Potter, W. J. (1983, November). Elaborating the relationship between T.V. viewing and estimations about the real world: Perceived reality as a contingent variable. Paper presented at the Annual Meeting and the Speech Communication Association, Washington, D. C.

Potter, W. J. (1982, November). An examination of selected dimensions of perceived reality of mass communicated messages. Paper presented at the Annual Meeting of the Speech Communication Association, Louisville.

Potter, W. J. (1982, May). Validating the construct of perceived reality on TV: Attentional measures. Paper presented at the Annual Meeting of the International Communication Association, Boston.

Potter, W. J. (1982, April). Developing an instrument to measure perceptions of TV reality. Paper presented at the Annual Meeting of the Central States Speech Communication Association.

Potter, W. J. (1982, May). Examining the relationship between instructor communicator styles and student learning styles. Paper presented at the Annual meeting of the International Communication Association, Boston.

Potter, W. J., & Prohaska, T. R. (1979, May). The influence of meaning specificity on the generation of variance in student ratings of instructors. Paper presented at the Annual Meeting of the American Educational Research Association, San Francisco.

Potter, W. J. (1978). Developing a theory of inquiry into student ratings of instructors. Paper presented at the Annual Meeting of the Southern Regional Education Board's Faculty Evaluation Conference, Atlanta.

Potter, W. J. (1978). Colleague evaluation: A matter of technology or environment? Paper presented at the Southern Regional Education Board's Faculty Evaluation Conference, Asheville, North Carolina.

Potter, W. J. (1978). Measuring faculty effectiveness by student performance. Paper presented at the Southern Regional Education Board's Faculty Evaluation Conference, New Orleans.