Media Research Methods: Measuring Audiences, Reactions and Impact
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Book Overview
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
Format:Paperback
Language:English
ISBN:076195659X
ISBN13:9780761956594
Release Date:February 2000
Publisher:Sage Publications Ltd
Length:320 Pages
Weight:1.05 lbs.
Dimensions:0.7" x 6.4" x 9.0"
Related Subjects
Communication Communication & Journalism Communication & Media Studies Communications Language Arts Media Studies Politics & Social Sciences Reference Research Science & Math Social Science Social Sciences Speech Textbooks Words, Language & Grammar Writing, Research & Publishing GuidesCustomer Reviews
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