Media Research Methods
1st Edition
Measuring Audiences, Reactions and Impact
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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.</p>
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<p>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.</p>
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<p>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 | 0857022016, 9780857022011, 9780761956594, 9780761956594 |
| Language | English |
| Number of Pages | 321 |
| Edition | 1st |