Media Research Methods: Measuring Audiences, Reactions and Impact - Softcover

Gunter, Barrie

 
9780761956594: Media Research Methods: Measuring Audiences, Reactions and Impact
Softcover
ISBN 10: 076195659X ISBN 13: 9780761956594
Verlag: SAGE Publications Ltd, 1999

Inhaltsangabe

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

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Über die Autorin bzw. den Autor

My main research interests include media violence, the impact of broadcast news, effects of television on public opinion, the effects of advertising on young people, the use and impact of new interactive media.  I have also conducted research on a wide range of other media, marketing and management issues.

My recent research has centred on the use and impact of new media (in particular the Internet and digital interactive television). I am particularly interested in the use of the web as an information source and in the impact of Internet-related behaviour on use of other media, especially television.

I have continued to conduct research and to write about the influence of television advertising, among children and adults. Much of this recent work has focused on alcohol advertising and young people's drinking. In addition, with two colleagues in my department, I recently conducted research for the Food Standards Agency on the nature of formula product advertising targeted at young mothers.

I have also been involved in research from the British Library with colleagues at University College London on the use of online tools for information search in the context of higher education.

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Verlag
SAGE Publications Ltd
Erscheinungsdatum
1999
Sprache
Englisch
ISBN 10 
076195659X
ISBN 13 
9780761956594
Einband
Taschenbuch
Auflage
1
Anzahl der Seiten
314
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
gpsr@libri.de
gpsr@libri.de

Friedensallee 273
Hamburg
22763
Deutschland

Weitere beliebte Ausgaben desselben Titels

9780761956587: Media Research Methods: Measuring Audiences, Reactions, Impact: Measuring Audiences, Reactions and Impact

Vorgestellte Ausgabe

ISBN 10:  0761956581 ISBN 13:  9780761956587
Verlag: SAGE Publications Inc, 2000
Hardcover