- 320 pages
- English
- PDF
- Available on iOS & Android
eBook - PDF
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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Yes, you can access Media Research Methods by Barrie Gunter in PDF and/or ePUB format, as well as other popular books in Filología & Estudios de comunicación. We have over one million books available in our catalogue for you to explore.
Information
Evolving
theoretical
background
2
1
medi
udiences,
nd
udiences'
interprettions
of
menings
conveyed
by
medi.
Positivists
hve
recognized
the
necessity
to
dopt
methodolo-
gies
tht
re
more
effective
t
representing
nd
mesuring
udiences'
involvement
with
nd
interprettions
of
medi
content
within
model
tht
is
more
sophisticted
thn
bsic
stimulus
-
response
concept.
Menwhile,
criticl
nd
interpretivist
reserchers
hve
cknowledged
tht
in
order
properly
to
understnd
udiences,
it
is
necessry,
t
lest
some
of
the
time,
to
obtin
dt
directly
from
them.
Before
turning
to
spe-
cific
res
of
medi
nlysis,
the
next
two
chpters
provide
brod
overviews
of
key
methodologies
tht
hve
been
pplied
to
the
nlysis
of
medi
output
nd
the
nlysis
of
medi
udiences.
Lter
chpters
then
exmine
methodologies
tht
hve
been
pplied
to
mesure
medi
udiences,
immedite
udience
rections
to
medi
content,
nd
the
longer-term
impct
of
medi
on
udiences.
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