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Media Research Methods
Measuring Audiences, Reactions and Impact
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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.
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SAGE Publications; December 1999
321 pages; ISBN 9780857022011
Read online, or download in secure PDF format
321 pages; ISBN 9780857022011
Read online, or download in secure PDF format
Subject categories
- Academic > Journalism and Media > Communication. Mass media > Communication
- Academic > Journalism and Media > Communication. Mass media > Mass media; Research; Methodology
- Academic > Languages and Linguistics > Philology. Linguistics > Communication. Mass media
- Media > Media Analysis
- Current Events > Mass Media
- Social Science > Research
- Language Arts & Disciplines > Communication
ISBNs
0857022016
9780761956594
9780857022011