Media Research Methods

Measuring Audiences, Reactions and Impact

AvBarrie Gunter

Häftad, Engelska, 1999

1 208 kr

Beställningsvara. Skickas inom 3-6 vardagar. Fri frakt över 249 kr.

Fler format och utgåvor

Inbunden

2 648 kr

Skickas inom 11-20 vardagar

Beskrivning

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.

Produktinformation

Utgivningsdatum:1999-12-29
Mått:156 x 234 x 17 mm
Vikt:490 g
Format:Häftad
Språk:Engelska
Antal sidor:320
Upplaga:1
Förlag:SAGE Publications
ISBN:9780761956594

Utforska kategorier

Referensverk och tvärvetenskap inom Samhälle och politik

Mer om författaren

My main research interests include media violence, the impact of broadcast news, effects of television on public opinion, the effects of advertising on young people, the use and impact of new interactive media. I have also conducted research on a wide range of other media, marketing and management issues.My recent research has centred on the use and impact of new media (in particular the Internet and digital interactive television). I am particularly interested in the use of the web as an information source and in the impact of Internet-related behaviour on use of other media, especially television.I have continued to conduct research and to write about the influence of television advertising, among children and adults. Much of this recent work has focused on alcohol advertising and young people’s drinking. In addition, with two colleagues in my department, I recently conducted research for the Food Standards Agency on the nature of formula product advertising targeted at young mothers.I have also been involved in research from the British Library with colleagues at University College London on the use of online tools for information search in the context of higher education.

Innehållsförteckning

Evolving Theoretical Background of Media ResearchOverview of Media Research MethodologiesAudiencesOverview of Media Research MethodologiesMedia OutputMeasuring Media USAGE and ExposureMeasuring Affective Responses to MediaMeasuring Cognitive Responses to MediaAttention and ComprehensionMeasuring Cognitive Impact of MediaMeasuring Behavioural Impact of MediaFrom Association to Causation

Häftad

282 kr