Message effects research : principles of design and analysis / Sally Jackson.
"Messages such as ads, speeches, news stories, school curricula, or even remarks made in a conversation, have distinct properties or effects. The study of these effects and their reporting as generalized claims is a primary task of communication research. In this fascinating and controversial n...
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| Main Author: | |
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| Format: | Book |
| Language: | English |
| Published: |
New York :
Guilford Press,
[1992]
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| Series: | Guilford communication series.
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| Subjects: |
| Summary: | "Messages such as ads, speeches, news stories, school curricula, or even remarks made in a conversation, have distinct properties or effects. The study of these effects and their reporting as generalized claims is a primary task of communication research. In this fascinating and controversial new work, Sally Jackson critiques the methodology behind such claims and lays the groundwork for a methodological alternative. Central to this is the notion that methodology must be tailored to the special characteristics of a field's objects of study. To shape the methodology, she argues, it is necessary to examine the kinds of claims the researcher wishes to make and the threats to validity that affect such claims."--Publisher description. |
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| Physical Description: | viii, 184 pages : illustrations ; 24 cm. |
| Bibliography: | Includes bibliographical references (pages 175-179) and index. |
| ISBN: | 0898623162 9780898623161 |