Media and Communication Research Methods: An Introduction to Qualitative and Quantitative Approaches / Edition 2

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Overview

Employing his signature style—a practical focus, the use of numerous illuminating examples, an easy to follow step-by-step approach, and engaging humor that makes the material approachable—Arthur Asa Berger updates and enhances his best-selling introductory text, Media and Communication Research Methods: An Introduction to Qualitative and Quantitative Approaches, Third Edition. The new edition combines insightful discussions of qualitative and quantitative media and communication research methods as it covers each topic thoroughly in a fun-to-read style. Ideal for beginning research students at both the graduate and undergraduate level, this proven book is clear, concise, and accompanied by just the right number of detailed examples, useful applications, and valuable exercises that are sure to get your students to want to understand, and master, media and communication research.

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Editorial Reviews

Mark S. May
“This textbook provides a valuable introduction in most areas. Berger does an excellent job introducing the basic theories/methods. The chapters where he has taken difficult theories and made them accessible to the students are excellent…”
Felix C. Seyfarth
“What is delightful about the text is its unpretentious, jovial approach to challenging theoretical and methodological topics. It is a great introduction for students who are completely unfamiliar with media and cultural studies and it serves as a pleasant ‘refresher’ for those students who have some background in the subject.”
Laurel N. Hellerstein
“[I liked the book’s] readability for undergraduates, the idea that it attempts to be comprehensive, [and] that it specifically addresses communication research, as opposed to social science research methods.”
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Product Details

  • ISBN-13: 9781412987776
  • Publisher: SAGE Publications
  • Publication date: 10/26/2010
  • Edition number: 2
  • Pages: 341
  • Product dimensions: 6.00 (w) x 8.90 (h) x 0.60 (d)

Meet the Author

Arthur Asa Berger is Professor Emeritus of Broadcast and Electronic Communication Arts at San Francisco State University, where he taught between 1965 and 2003.. He has published more than 100 articles, numerous book reviews, and more than 60 books. Among his latest books are The Academic Writer’s Toolkit: A User’s Manual (2008), What Objects Mean: An Introduction to Material Culture (2009), Bali Tourism (2010), Tourism in Japan: An Ethno-Semiotic Analysis (2010), The Culture Theorist’s Book of Quotations (2010) and The Objects of Our Affection: Semiotics and Consumer Culture (2010). He has also written a number of academic mysteries such as Durkheim is Dead: Sherlock Holmes is Introduced to Sociological Theory (2003) and Mistake in Identity: A Cultural Studies Murder Mystery (2005). His books have been translated into nine languages and a dozen of his books have been translated into Chinese . Professor Berger is married, has two children, four grandchildren, and lives in Mill Valley, California.

His e-mail address is arthurasaberger@gmail.com

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Table of Contents

I. GETTING STARTED
1. What is Research?
2. Library Searches
II. METHODS OF TEXTUAL ANALYSIS
3. Semiotic Analysis
4. Rhetorical Analysis
5. Ideological Criticism
6. Psychoanalytic Criticism
III. QUALITATIVE RESEARCH METHODS
7. Interviews
8. Historical Analysis
9. Ethnomethodologlcal Research
10. Participant Observation
IV. QUANTITATIVE RESEARCH METHODS
11. Content Analysis
12. Surveys
13. Experiments
14. A Primer on Descriptive Statistics
V. PUTTING IT ALL TOGETHER
15. Nineteen Common Thinking Errors to Avoid
16. Writing Research Reports

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