ISBN:
9780857022011
Language:
English
Pages:
Online-Ressource (314 p)
Edition:
2010 Electronic reproduction; Available via World Wide Web
Parallel Title:
Druckausg. Gunter, Barrie, 1954 - Media research methods
DDC:
302.23/07/2
Keywords:
Mass media Research
;
Methodology
;
Methodology
;
Electronic books
;
Medienforschung
;
Methodologie
Abstract:
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
Description / Table of Contents:
Cover; Table of Contents; 1 - Evolving Theoretical Background of Media Research; 2 - Overview of Media Research Methodologies: Audiences; 3 - Overview of Media Research Methodologies: Media Output; 4 - Measuring Media Usage and Exposure; 5 - Measuring Affective Responses to Media; 6 - Measuring Cognitive Responses to Media: Attention and Comprehension; 7 - Measuring Cognitive Impact of Media; 8 - Measuring Behavioural Impact of Media: From Association to Causation; References; Index
Note:
Includes bibliographical references (p. [280]-307) and index
,
Electronic reproduction; Available via World Wide Web
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