Understanding Audiences

Theory and Method

by Ruddock, Andy

Description
The history of audience research tells us that the relationship between the media and viewers, readers and listeners is complex and requires multiple methods of analysis. In Understanding Audiences, Andy Ruddock introduces students to the range of quantitative and qualitative methods and invites his readers to consider the merits of both. Understanding Audiences: demonstrates how - practically - to investigate media power; places audience research - from early mass communication models to cultural studies approaches - in their historical and epistemological context; explores the relationship between theory and method; concludes with a consideration of the long-running debate on media effects; includes exercises which invite readers to engage with the practical difficulties of conducting social research.
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Bibliographic Information
  • Pub date: December 2000
  • English
  • 9781412933346 / 0761963448
  • United Kingdom
  • Primary Price: 28.99 GBP
  • Pages: 208
  • SAGE Publications / SAGE Publications Ltd
  • Readership: College - higher education
  • Publish State: Published
  • Responsibility: Andrew Ruddock.
  • Reference Code: BDZ0002672663