The Qualitative Studies section of the Proceedings contains the following 16 papers: "Public Journalism and the Search for Democratic Ideals" (Theodore L. Glasser and Stephanie Craft); "Scratching the Surface: 'The New York Times' Coverage of the Mothers of Plaza de Mayo, 1977-1997" (Carolina Acosta-Alzuru); "Context and the Developed World: Newspaper Coverage of Crisis in Scotland and Belgium" (Christian Christensen); "Newsrooms under Siege: Crime Coverage, Public Policy and the Louisiana Pizza Kitchen Murders" (Christopher P. Campbell); "Decontextualization of Hirohito: Historical Memory Loss in Docudrama 'Hiroshima'" (Koji Fuse); "Al-Amiriya, February 13, 1991--Broadcasting Standards of Violence in a Time of War" (Geri Alumit); "A Show about Nothing?: Social Manners,'Seinfeld' and the Dense Web of American Civility" (David P. Pierson); "Spokesperson as Agenda Builder: Framing the Susan Smith Investigation" (Lynn M. Zoch and Erin A. Galloway); "Rethinking the Unintended Consequences: The Pursuit of Individualism in American Primetime Television Advertising" (Joyce M. Wolburg and Ronald E. Taylor); "Analysis of Physician Assisted Suicide in the 'New York Times' from 1991-1996" (Robert K. Kalwinsky); "Organizational Rhetoric as Performance Art: A Dramatistic Study of Corporate Communication, Public Relations and Fund Raising" (Margaret Duffy); "Heroes, Villains and Twice-Told Tales: The Normative Power of Journalism's Worklore" (Frank E. Fee, Jr.); "American Myth, Literary Journalism and 'The Last Cowboy's Henry Blanton" (Susan Blue); "When the Numbers Don't Add Up: The Framing of Proposition 187 Coverage in the 'Los Angeles Times'" (Peter Hart); "Anti-Drinking and Driving PSAs: Do They Have Any Meaning to Underage College Students? Implications for PSA Designers" (Alyse R. Gotthoffer); and "A New Media Analysis Technique: An Ethical Analysis of Media Entertainment" (Eileen R. Ringnalda). Individual papers contain references. (RS)