Media research methods [[electronic resource] ] : measuring audiences, reactions and impact / / Barrie Gunter

• Autore: Gunter Barrie
• Pubblicazione: London, : SAGE, 2000
• Descrizione fisica: 1 online resource (321 p.)
• Disciplina: 302.23/07/2
• Soggetto topico: Mass media - Research - Methodology
• Soggetto genere / forma: Electronic books.
• Note generali: Description based upon print version of record.
• Nota di bibliografia: Includes bibliographical references (p. [280]-307) and index.
• Nota di contenuto: Cover; Table of Contents; 1 - Evolving Theoretical Background of Media Research; 2 - Overview of Media Research Methodologies: Audiences; 3 - Overview of Media Research Methodologies: Media Output; 4 - Measuring Media Usage and Exposure; 5 - Measuring Affective Responses to Media; 6 - Measuring Cognitive Responses to Media: Attention and Comprehension; 7 - Measuring Cognitive Impact of Media; 8 - Measuring Behavioural Impact of Media: From Association to Causation; References; Index
• Sommario/riassunto: Assessing the relative strengths and weaknesses of qualitative and quantitative methods, this book examines the methodological perspectives adopted by media researchers in their attempts to understand the nature of media in society.
• Titolo autorizzato: Media research methods
• ISBN: 1-85702-201-7; 0-85702-898-7; 1-282-55975-3; 9786612559754; 0-85702-201-6
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910456320203321
• Lo trovi qui: Univ. Federico II