ENGLISH

Understanding Audiences: Theory and Method

By Andy Ruddock

Book information

Year
2001
ISBN
0761963448, 9780761963448, 9781412933346
LCC
P96.A83 R83 2001
Open Library ID
OL3966163M
Language
english
Format
PDF
Filesize
1020 kB (1044722 bytes)
Edition
1
Pages
208\208
Time added
2011-06-04 13:46:07

Description

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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