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Carte Media Research Methods Barrie Gunter

Media Research Methods

Measuring Audiences, Reactions and Impact

Autor: Barrie Gunter
Limbă: engleză
Legare: Carte broșată
Editura: SAGE Publications Inc
Disponibilitate: În depozitul extern
Expediem în 14-20 zile
277.75 lei
In this book, Barrie Gunter provides a broad overview of the methodological perspectives adopted by...

Informații despre carte

Autor
Barrie Gunter
Limbă
engleză
Legare
Carte - Carte broșată
Publicat
1999
Pagini
320
EAN
9780761956594
ISBN
076195659X
Enbook ID
04685808
Editura
SAGE Publications Inc
Greutate
488
Dimensiuni
236 x 156 x 17

Descriere completă

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. 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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