Media Research Methods —— Measuring Audiences, Reactions and Impact

----- 媒体研究方法:衡量受众，反应和影响

ISBN: 9780761956594 出版年：1999 页码：321 Gunter, Barrie SAGE Publications Ltd

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