Abandoned not: media sociology as a networked transfield.

The relationship between the disciplines of communication and sociology has been primarily described as being abandoned by sociologists. This article historicizes the alleged sociological abandonment of communication and media research and centers on media sociology as the key manifestation of an ongoing vibrant relationship between the two disciplines. It has two goals. First, I examine the contours of the abandonment notion since Berelson vs. Schramm, Riesman, and Bauer inPublic Opinion Quarterlyin 1959. I demonstrate the diversity and the depth of media sociology and argue that an US-centric positivist understanding of media sociology has led to the exaggerated and misleading notion of abandonment, which homogenizes theoretical discourse and discounts scholarly contributions from outside of the US. Personal and collective memories have also documented institutional and organizational growth of media sociology. Second, I propose to conceptualize media sociology as a networked transfield driven by questions transcending disciplinary little boxes. Rather than returning to the Lazarsfeldian media effect paradigm, media sociology as a networked transfield driven by questions will allows scholars take advantage of structural holes for synthesis and innovation. [ABSTRACT FROM AUTHOR]