Media research methods : measuring audiences, reactions and impact / Barrie Gunter.
"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." "The unique strength of this book is that it discusses the theo...
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| Main Author: | |
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| Format: | Ebook |
| Language: | English |
| Published: |
London ; Thousand Oaks, Calif. :
Sage Publications,
2000.
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| Subjects: | |
| Online Access: | SAGE |
| 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." "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."--Jacket. |
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| Physical Description: | 1 online resource (314 pages) |
| Format: | Mode of access: World Wide Web. |
| Bibliography: | Includes bibliographical references (pages 280-307) and index. |
| ISBN: | 1282559753 0857022016 9781282559752 9780857022011 |