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Cover Art
Author Gunter, Barrie.

Title Media research methods : measuring audiences, reactions and impact / Barrie Gunter.

Published London ; Thousand Oaks, Calif. : Sage Publications, 2000.


Location Call No. Status
 UniM Bail  302.23072 GUNT    AVAILABLE
Physical description 314 pages ; 24 cm
Bibliography Includes bibliographical references (pages [280]-307) and index.
Summary 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
Subject Mass media -- Research -- Methodology.
ISBN 0761956581
076195659X (paperback)