Media Research Methods: Measuring Audiences, Reactions and Impact
- ISBN-10
- 076195659X
- ISBN-13
- 9780761956594
- Series
- Media Research Methods
- Category
- Language Arts & Disciplines
- Pages
- 314
- Language
- English
- Published
- 2000-02-11
- Publisher
- SAGE
- Author
- Barrie Gunter
Description
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
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Other editions
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- 2017-10-13
- 385 pages
- Ebook
- Bloomsbury Publishing
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- 2017-10-13
- 385 pages
- Ebook
- Bloomsbury Publishing
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- 2011-09-21
- 465 pages
- Paperback
- SAGE Publications
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- 2011-09-21
- 464 pages
- Ebook
- SAGE Publications
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