Future research on mass media and mass communication organizations might profitably emphasize phenomenological methods (phenomenology being an interpersonal, subjective reality construction as contrasted to an objective, rationalistic, institutional reality construction). Some major phenomenological concepts important to such research were developed by Edmund Husserl and Alfred Schutz: (1) life-world, (2) typification, (3) intersubjectivity, (4) reflective nature of meaning, (5) the role of social science, (6) reduction, and (7) relevance. A few studies of mass media and mass communication organizations have been conducted using phenomenological categories or approaches, some self-consciously, others nevertheless effectively. Edward Jay Epstein, David L. Altheide, and Gaye Tuchman are among those few researchers to use phenomenological categories to do their work. Future research might extend such inquiry by intensifying the process of reduction (considering the internal logic of phenomena without regard to external context), or by applying the concept of typification (making sense of the life-world by imposing structure on it) more inclusively and systematically. Another promising area of phenomenological research is the communicator's perception of the audience. (TJ)