W. James Potter

W. James Potter has published over 20 books as well as more than 100 scholarly articles in the areas of media literacy and media effects. He is the author of the best selling Sage Publication Media Literacy, now in its sixth edition. He is a former editor of the Journal of Broadcasting & Electronic Media as well as a Principal Investigator on the $3.3 million National Television Violence Study which was funded by the National Cable Television Association. A holder of a Ph.D. in Communication Theory and another in Instructional Systems Technology, he has taught courses in media literacy at Indiana University, Florida State University, Stanford University, UCLA, and UCSB where he is currently a Professor in the Department of Communication. He is the creator of Lineation Theory, which is a general system of explanation about the mass media, the messages they produce and their influence on both individuals as well as larger social structures.