Researching Audiences: A Practical Guide to Methods in Media Audience Analysis [Paperback]

How do young audiences play with the cultural spectacle offered by reality shows like Big Brother? How does interactive media influence learning the process in educational and everyday settings? How can corporate communicators address their ethical commitment more effectively to the general public? And is there a link between television viewing and violent behaviour?

Researching Audiencesis a practical hands-on guide to the main types of empirical fieldwork that have established themselves in academic, policy and commercial research. It will help you explore what audience members do with the media, how they make sense of the media, and how the media may influence social affairs from the micro to the macro level.

The book introduces and discusses four complementary key approaches to empirical research: Media ethnography, reception research, survey research, and experimental research.

Each section presents

- a full-scale presentation of a best-practice example of the approach

- the key concepts used by its practitioners and an overview of its scholarly history

- a comprehensive toolbox that equips students with the methodological prerequisites needed in order to embark on the kind of fieldwork often required in practice-oriented audience courses

Researching Audiences is a practical hands-on guide to the main types of
empirical fieldwork that have established themselves in academic,
policy and commercial research. It will help you explore what audience
members do with the media, how they make sense of it, and how it may influence social affairs from the micro to the macro level.

Kim Schr?der is Professor at the Centre for User-Oriented Communication Research, Roskilde University, Denmark.
Kirsten Drotner is Professor at the Centre for Media Studies, University of Southern Denmark.
Stephen Kline is Professor at the School of Communication, Simon Fraser University, British Columbia, Canada.