This volume presents a report of the Tampa Conference on Applied Communication. It focuses on how, in the 21st century, the field of communication will respond to the challenge of becoming a discipline which makes a substantial contribution to the well-being of society.

Contents: K.N. Cissna, Introduction. C. Argyris, Knowledge When Used in Practice Tests Theory: The Case of Applied Communication Research. Part I: The State of Applied Communication Research.D.R. Seibold, Theoria and Praxis: Means and Ends in Applied Communication Research. V.S. Freimuth, Response to Seibold: Applied Health Communication Research. G.R. Miller, "I Think My Schizophrenia Is Better Today," Said the Communication Researcher Unanimously: Some Thoughts on the Dysfunctional Dichotomy Between Pure and Applied Communication Research. H.L. Goodall, Jr., Response to Miller: Sexing His Text for Plurals. D. Conquergood, Between Rigor and Relevance: Rethinking Applied Communication. S.L. Becker, Response to Conquergood: Don Quixotes in the Academy -- Are We Tilting at Windmills? K.H. Jamieson, Adwatch: The Unblurring of Political Genres. P.K. Tompkins, Response to Jamieson: The Scholarship of Application. T.A. McCain, Response to Jamieson: Radio's Oscillating Policies Jolt New Zealand and Ireland -- An Applied Research Example. Part II: Reflections.R.T. Craig, Applied Communication Research in a Practical Discipline. J.T. Wood, Theorizing Practice, Practicing Theory. W.F. Eadie, Making a Difference: The Status and Challenges of Applied Communication Research. L.P. Cusella, T.L. Thompson, A Bridge to Be Crossed: Levels of Social Control in Future Applied Communication Theory and Research. Appendices: Recommendations Formally Adopted by the Tampa Conference on Applied Communication. List of Conference Participants. Instructions Sent to Conference Participants and Conference Format.