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Media Research Methods

1st Edition

Measuring Audiences, Reactions and Impact

Barrie Gunter
eISBN-13: 9780857022011

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Additional Book Details

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 book is that it discusses the theoretical underpinnings of media research methodologies, and thereby presents a deeper discussion of methodologies than simply whether or not they offer techniques that generate reliable data.

Sold By SAGE Publications
ISBNs 9780761956594, 9780857022011, 9780761956594, 0857022016
Language English
Number of Pages 321
Edition 1st