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Kniha Media Research Methods Barrie Gunter

Media Research Methods

Measuring Audiences, Reactions and Impact

Autor: Barrie Gunter
Jazyk: Angličtina
Väzba: Brožovaná
Vydavateľ: SAGE Publications Inc
Dostupnosť: Skladom u dodávateľa
Odosielame za 14-20 dní
52.25 €
In this book, Barrie Gunter provides a broad overview of the methodological perspectives adopted by...

Informácie o knihe

Autor
Barrie Gunter
Jazyk
Angličtina
Väzba
Kniha - Brožovaná
Vydalo
1999
Stránok
320
EAN
9780761956594
ISBN
076195659X
Enbook ID
04685808
Vydavateľ
SAGE Publications Inc
Hmotnosť
488
Rozmery
236 x 156 x 17

Kompletný popis

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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