Media Research Methods

Measuring Audiences, Reactions and Impact

by Gunter, Barrie

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

Rights Information

WORLD

Thank you for proceeding with this offer.

SAGE Publications has chosen to review this offer before it proceeds.

You will receive an email update that will bring you back to complete the process.

You can also check the status in the My Offers area
Loading...

Please wait while the payment is being prepared.
Do not close this window.

Bibliographic Information
  • Pub date: December 1999
  • English
  • 9780857022011 / 0761956581
  • California
  • Primary Price: 30.99 GBP
  • Pages: 320
  • SAGE Publications / SAGE Publications Ltd
  • Readership: College - higher education
  • Publish State: Published
  • Reference Code: BDZ0001848388