Media Research Methods Measuring Audiences, Reactions and Impact [Paperback]

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 thisIn 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 thisEvolving Theoretical Background of Media Research
Overview of Media Research Methodologies
Audiences
Overview of Media Research Methodologies
Media Output
Measuring Media USAGE and Exposure
Measuring Affective Responses to Media
Measuring Cognitive Responses to Media
Attention and Comprehension
Measuring Cognitivl%