Media Research Methods
Measuring Audiences, Reactions and Impact
By (author) Barrie Gunter
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Media Research Methods by Barrie Gunter
Book DescriptionIn 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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Book DetailsISBN: 9780761956594
(234mm x 156mm x 17mm)
Imprint: SAGE Publications Ltd
Publisher: SAGE Publications Ltd
Publish Date: 29-Dec-1999
Country of Publication: United Kingdom
Books By Author Barrie Gunter
Kids and Branding in a Digital World, Paperback (November 2015)View all books by Barrie Gunter
How do kids become engaged with brands? Does their relationship with them change throughout their life? Providing a detailed analysis of kids and branding, the author considers specific models of cognitive development throughout childhood.
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Author Biography - Barrie Gunter
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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