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Media Research Methods
Barrie Gunter
其他書名
Measuring Audiences, Reactions and Impact
出版Sage Publications, 1999
ISBN18570220179781857022018
URLhttp://books.google.com.hk/books?id=YnIenQAACAAJ&hl=&source=gbs_api
註釋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.