Media Research Methods
eBook - PDF

Media Research Methods

Measuring Audiences, Reactions and Impact

  1. 320 pages
  2. English
  3. PDF
  4. Available on iOS & Android
eBook - PDF

Media Research Methods

Measuring Audiences, Reactions and Impact

Book details
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Table of contents
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About This Book

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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Information

Publisher
SAGE Publications Ltd
Year
1999
ISBN
9780857022011
Edition
1
Topic
Languages & Linguistics
Subtopic
Communication Studies
Index
Languages & Linguistics
Evolving 
theoretical 
background 
2
1
medi 
udiences, 
nd 
udiences' 
interprettions 
of 
menings 
conveyed 
by 
medi. 
Positivists 
hve 
recognized 
the 
necessity 
to 
dopt 
methodolo-
gies 
tht 
re 
more 
effective 
t 
representing 
nd 
mesuring 
udiences' 
involvement 
with 
nd 
interprettions 
of 
medi 
content 
within 
 
model 
tht 
is 
more 
sophisticted 
thn 
 
bsic 
stimulus 
-
response 
concept. 
Menwhile, 
criticl 
nd 
interpretivist 
reserchers 
hve 
cknowledged 
tht 
in 
order 
properly 
to 
understnd 
udiences, 
it 
is 
necessry, 
t 
lest 
some 
of 
the 
time, 
to 
obtin 
dt 
directly 
from 
them. 
Before 
turning 
to 
spe-
cific 
res 
of 
medi 
nlysis, 
the 
next 
two 
chpters 
provide 
brod 
overviews 
of 
key 
methodologies 
tht 
hve 
been 
pplied 
to 
the 
nlysis 
of 
medi 
output 
nd 
the 
nlysis 
of 
medi 
udiences. 
Lter 
chpters 
then 
exmine 
methodologies 
tht 
hve 
been 
pplied 
to 
mesure 
medi 
udiences, 
immedite 
udience 
rections 
to 
medi 
content, 
nd 
the 
longer-term 
impct 
of 
medi 
on 
udiences. 

Table of contents

  1. Cover
  2. Table of Contents
  3. 1 - Evolving Theoretical Background of Media Research
  4. 2 - Overview of Media Research Methodologies: Audiences
  5. 3 - Overview of Media Research Methodologies: Media Output
  6. 4 - Measuring Media Usage and Exposure
  7. 5 - Measuring Affective Responses to Media
  8. 6 - Measuring Cognitive Responses to Media: Attention and Comprehension
  9. 7 - Measuring Cognitive Impact of Media
  10. 8 - Measuring Behavioural Impact of Media: From Association to Causation
  11. References
  12. Index