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Uses and Gratifications Research, , and . The Public Opinion Quarterly, 37 (4): 509--523 (1973)On the Use of Mass Media for Important Things, , and . American Sociological Review, 38 (2): 164-181 (1973)The Purebred and the Platypus: Disciplinarity and Site in Mass Communication Research, and . Journal of Communication, 43 (4): 173--181 (1993)Canonization Achieved? Stuart Hall's 'Encoding/Decoding', and . Canonic Texts in Media Research: Are There Any? Should There Be? How About These?, Polity, Cambridge, UK, (2003)Utilization of mass communication by the individual, , and . The Uses of Mass Communication, Sage Publications, Beverly Hills, (1974)