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Understanding Audiences: Theory and Method Andy Ruddock
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Understanding Audiences: Theory and Method
Andy Ruddock
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.
208 pages
| Mídia | Livros Hardcover Book (Livro com lombada e capa dura) |
| Lançado | 15 de dezembro de 2000 |
| ISBN13 | 9780761963448 |
| Editoras | SAGE Publications Inc |
| Páginas | 208 |
| Dimensões | 160 × 239 × 17 mm · 444 g |
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