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This article lays down the conceptual and methodological underpinnings the Journal of Applied Journalism and Media Studies seeks to advance. It positions the journal and its keyword ‘applied’ within the main schools of thought and philosophical deliberations that have characterized research in mainstream social science. It traces the term and its development as it first emerged in the treaties of ancient Greek philosophers down to modern thinkers such as Emanuel Kant, Jürgen Habermas, Max Horkheimer, Karl Marx, Hans-Georg Gadamer, Robert Brandom, Richard J. Bernstein and John Dewey. It seeks to carve a conceptual and methodological niche for the journal and steer the path for its future growth and development in the realm of media and journalism studies. It recommends special streams for future praxis-based media research and how the gap between media theory and media practice is to be bridged.