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Understanding Audiences: Theory and Method
Paperback
Series: Theory and Method
General ReferenceGeneral Sociology
ISBN13: 9780761963455
Publisher: Sage Publications Ltd
Published: Mar 8 2001
Pages: 208
Weight: 0.74
Height: 0.49 Width: 6.54 Depth: 9.34
Language: English
The history of audience research tells us that the relationship between the media and viewers, readers and listeners is complex and requires multiple methods of analysis. In Understanding Audiences, Andy Ruddock introduces students to the range of quantitative and qualitative methods and invites his readers to consider the merits of both.
Understanding Audiences: demonstrates how - practically - to investigate media power; places audience research - from early mass communication models to cultural studies approaches - in their historical and epistemological context; explores the relationship between theory and method; concludes with a consideration of the long-running debate on media effects; includes exercises which invite readers to engage with the practical difficulties of conducting social research.
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