Full Description
This indispensable textbook provides student researchers with extensive guidance and methods from across the social sciences and humanities, showing them how to make informed choices and consider the many alternatives available throughout the research process. Unique in approach, the text focus on how to do media research across three key strands - audiences, institutions and texts -and critically assesses a wide range of methods, addressing why they are appropriate or useful in certain scenarios. Written by two experts with a wealth of experience between them in teaching research methods and skills, this excellent resource explains complex methods in a clear and accessible way, offering practical guidance on how to use different methodologies, while situating the methods in the context of critical evaluations of previously published research.
Providing a complete overview of media research methods while encouraging students to develop their own intellectual frameworks, this book is invaluable for undergraduates, postgraduates, novice and more experienced researchers of media, communication and journalism.
Contents
1. Of Elephants, Definitions and Models: The Context of Media Research
2. Getting Started
PART I: RESEARCH ON AUDIENCES
3. Researching Audiences
4. Gathering Data on Audiences
5. Audience Research Analysis and Interpretation
PART II: RESEARCH ON INSTITUTIONS
6. Researching Media Institutions
7. Gathering Data on Institutions
8. Institutional Research Analysis and Interpretation
PART III: RESEARCH ON TEXTS
9. Researching Texts
10. Gathering and Analysing Textual Data
11. Interpretation of Textual Data
12. Reaching Conclusions, Evaluating the Research, Writing the Report.
