Media Research Methods : Measuring Audiences Reactions and Impact.

Media Research Methods : Measuring Audiences Reactions and Impact.

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...

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Bibliographic Details
Main Author: Gunter, Barrie
Format: eBook
Language:English
Published: London : Sage Publications, 1999.
Subjects:
Mass media > Research > Methodology.
Mass media > Research > Methodology
Online Access:Click for online access
Table of Contents:
  • Cover; Table of Contents; 1
  • Evolving Theoretical Background of Media Research; 2
  • Overview of Media Research Methodologies: Audiences; 3
  • Overview of Media Research Methodologies: Media Output; 4
  • Measuring Media Usage and Exposure; 5
  • Measuring Affective Responses to Media; 6
  • Measuring Cognitive Responses to Media: Attention and Comprehension; 7
  • Measuring Cognitive Impact of Media; 8
  • Measuring Behavioural Impact of Media: From Association to Causation; References; Index.

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