登入
選單
返回
Google圖書搜尋
Ratings Analysis
James G. Webster
Lawrence Wilson Lichty
其他書名
Theory and Practice
出版
L. Erlbaum Assocociates
, 1991
主題
Language Arts & Disciplines / Communication Studies
Performing Arts / Radio / General
Performing Arts / Television / General
Social Science / Media Studies
Technology & Engineering / Radio
Technology & Engineering / Television & Video
ISBN
0805802398
9780805802399
URL
http://books.google.com.hk/books?id=UMhIAAAAYAAJ&hl=&source=gbs_api
註釋
When one hears or reads the term "ratings," one often thinks of television or radio programs competing for an audience. However, the picture is much larger than that. People working in advertising and the electronic media are well aware of the significance of ratings data. Students considering careers in media such as broadcasting and journalism are compelled to study the process and results of audience ratings. However, in
Ratings Analysis: Theory and Practice
, Webster and Lichty exemplify the many ways in which ratings can be vital to other vocations, such as social scientists interested in mass communication and media policymakers. The book not only covers the many applications of ratings data, but also delves into the means by which the data are collected, and finally, how the data should be analyzed. The authors have made an effort to keep the language understandable for a large range of potential readers.