A Practical Guide to Methods in Media Audience Analysis
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Researching Audiences by Kirsten Drotner
Book DescriptionHow do young audiences play with the cultural spectacle offered by reality shows like Big Brother? How does interactive media influence learning the process in educational and everyday settings? How can corporate communicators address their ethical commitment more effectively to the general public? And is there a link between television viewing and violent behaviour? This text is a practical, hands-on guide to the main types of empirical fieldwork that have established themselves in academic, policy and commercial research. It should help media and communication students explore what audience members do with the media, how they make sense of the media, and how the media may influence social affairs from the micro to the macro level. The book introduces and discusses four complementary key approaches to empirical research: media ethnography, reception research, survey research and experimental research. Each section includes a full-scale presentation of a best-practice example of the approach; the key concepts used by its practitioners and an overview of its scholarly history; and a comprehensive toolbox that equips students with the methodological prequisites needed in order to embark on the kind of fieldwork that is often required in practice-orientated courses.
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Book DetailsISBN: 9780340762752
(219mm x 162mm x 27mm)
Imprint: Hodder Arnold
Publisher: Bloomsbury Publishing PLC
Publish Date: 27-Jun-2003
Country of Publication: United Kingdom
Books By Author Kirsten Drotner
Museum Communication and Social Media, Hardback (May 2013)
"Simultaneously published in the UK"--Title page verso.
International Handbook of Children, Media and Culture, Hardback (February 2008)
Why are the media such a crucial part of children's daily lives? Are they becoming more important, more influential, and in what ways? Addressing such questions, this work presents cases to uncover how children weave together diverse forms and technologies to create a rich symbolic tapestry which, in turn, shapes their social relationships.
Researching Audiences, Paperback (June 2003)» View all books by Kirsten Drotner
Researching Audiences is a practical hands-on guide to the main types of empirical fieldwork that have established themselves in academic, policy and commercial research. It will help you explore what audience members do with the media, how they make sense of it, and how it may influence social affairs from the micro to the macro level.
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Author Biography - Kirsten Drotner
Kim Schroder is Professor at the Centre for User-Oriented Communication Research, Roskilde University, Denmark. Kirsten Drotner is Professor at the Centre for Media Studies, University of Southern Denmark. Stephen Kline is Professor at the School of Communication, Simon Fraser University, British Columbia, Canada. Catherine Murray is Associate Professor at the School of Communication, Simon Fraser University, British Columbia, Canada.
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