Media Research Methods: Measuring Audiences, Reactions and Impact - Barrie Gunter - Books - SAGE Publications Inc - 9780761956587 - December 29, 1999
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Barrie Gunter
Media Research Methods: Measuring Audiences, Reactions and Impact

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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

320 pages

Media Books     Hardcover Book   (Book with hard spine and cover)
Released December 29, 1999
ISBN13 9780761956587
Publishers SAGE Publications Inc
Pages 320
Dimensions 156 × 234 × 25 mm   ·   600 g

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