Media Research Methods: Measuring Audiences, Reactions and Impact

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SAGE, Dec 29, 1999 - Language Arts & Disciplines - 320 pages
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 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.

 

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Contents

1 Evolving Theoretical Background of Media Research
1
Audiences
22
Media Output
55
4 Measuring Media Usage and Exposure
93
5 Measuring Affective Responses to Media
135
Attention and Comprehension
163
7 Measuring Cognitive Impact of Media
190
From Association to Causation
236
References
280
Index
308
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About the author (1999)

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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