Open Daily: 10am - 10pm | Alley door pickup 10am - 7pm 3038 Hennepin Ave Minneapolis, MN
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  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
Researching Audiences: A Practical Guide to Methods in Media Audience Analysis

Researching Audiences: A Practical Guide to Methods in Media Audience Analysis

Kline, Steve
Schroder, Kim
Drotner, Kristen

Paperback

Series: Arnold Publication

Botany & HorticultureGeneral Sociology

ISBN10: 0340762748
ISBN13: 9780340762745
Publisher: A&c Black 3pl
Published: Jun 27 2003
Pages: 256
Weight: 1.38
Height: 1.00 Width: 6.21 Depth: 9.25
Language: English

How do young audiences play with the cultural spectacle offered by reality shows like Big Brother? How does interactive media influence learning the process in educational and everyday settings? How can corporate communicators address their ethical commitment more effectively to the general public? And is there a link between television viewing and violent behaviour?

Researching Audiences is a practical hands-on guide to the main types of empirical fieldwork that have established themselves in academic, policy and commercial research. It will help you explore what audience members do with the media, how they make sense of the media, and how the media may influence social affairs from the micro to the macro level.

The book introduces and discusses four complementary key approaches to empirical research: Media ethnography, reception research, survey research, and experimental research.

Each section presents

- a full-scale presentation of a best-practice example of the approach

- the key concepts used by its practitioners and an overview of its scholarly history

- a comprehensive toolbox that equips students with the methodological prerequisites needed in order to embark on the kind of fieldwork often required in practice-oriented audience courses

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