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Media Research Methods (PDF eBook)

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MEDIA RESEARCH METHODS (PDF EBOOK)

EBOOK by Gunter, Barrie
ISBN
9780857022011
IMPRINT
SAGE PUBLICATIONS LTD
 
 
EDITION
PUBLISHER
SAGE PUBLICATIONS
FOR DELIVERY
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FORMAT
EBOOK
PAGES
320 pages
PUBLICATION DATE
30 NOV 1999

DESCRIPTION

In this book, Barrie Gunter provides a broad overview of the methodological perspectives adopted by media researchers in their attempt to derive a better understanding of the nature, role and impact of media in society.By tracing the epistemological and theoretical roots of the major methodological perspectives, Gunter identifies the various schools of social scientific research that have determined the major perspectives in the area. Drawing a distinction between quantitative and qualitative methods, he discusses the relative advantages and disadvantages of each approach, and examines recent trends that signal a convergence of approaches and their associated forms of research.The unique strength of this book is that it discusses the theoretical underpinnings of media research methodologies, and thereby presents a deeper discussion of methodologies than simply whether or not they offer techniques that generate reliable data.

CONTENTS

Evolving Theoretical Background of Media Research Overview of Media Research Methodologies Audiences Overview of Media Research Methodologies Media Output Measuring Media USAGE and Exposure Measuring Affective Responses to Media Measuring Cognitive Responses to Media Attention and Comprehension Measuring Cognitive Impact of Media Measuring Behavioural Impact of Media From Association to Causation