Media Research Methods: Measuring Audiences, Reactions and ImpactIn 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 |
Contents
Evolving Theoretical Background of Media Research | 1 |
Overview of Media Research Methodologies Audiences | 22 |
Overview of Media Research Methodologies Media Output | 55 |
Measuring Media Usage and Exposure | 93 |
Measuring Affective Responses to Media | 135 |
Measuring Cognitive Responses to Media Attention and Comprehension | 163 |
Measuring Cognitive Impact of Media | 190 |
Measuring Behavioural Impact of Media From Association to Causation | 236 |
280 | |
308 | |
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Media Research Methods: Measuring Audiences, Reactions and Impact Barrie Gunter Limited preview - 2000 |
Common terms and phrases
advertising agenda-setting aggression approach Arbitron asked assess attention audience measurement audience research behaviour broadcast channel coders cognitive conducted content analysis critical diary discourse analysis evaluative examined experimental experiments factors film focus group Frankfurt School Gerbner grammes Gunter identified impact indicated individuals influence interpretive interview investigation involved issues listening mass media meaning media audience research media audiences media content media effects media exposure media influences media output media research messages meter method methodologies newspaper observed occur opinion panel participant observation participants particular perceptions person positivist post-test pre-test procedures qualitative qualitative research quantitative questionnaire questions radio ratings reactions readers readership recall reported respondents sample scales scores screen self-reports situation comedy soap opera social science specific stories structure subjects survey techniques television programmes television set television viewing television violence tion types variables viewers visual watching television