Researching Audiences: A Practical Guide to Methods in Media Audience Analysis

Overview


How do young audiences play with the cultural spectacle offered by reality shows like Big Brother? How does interactive media influence learning the process in educational and everyday settings? How can corporate communicators address their ethical commitment more effectively to the general public? And is there a link between television viewing and violent behavior? Researching Audiences is a practical hands-on guide to the main types of empirical fieldwork that have established themselves in academic, policy, ...
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Overview


How do young audiences play with the cultural spectacle offered by reality shows like Big Brother? How does interactive media influence learning the process in educational and everyday settings? How can corporate communicators address their ethical commitment more effectively to the general public? And is there a link between television viewing and violent behavior? Researching Audiences is a practical hands-on guide to the main types of empirical fieldwork that have established themselves in academic, policy, and commercial research. It will help you explore what audience members do with the media, how they make sense of the media, and how the media may influence social affairs from the micro to the macro level.
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Product Details

  • ISBN-13: 9780340762745
  • Publisher: Bloomsbury Academic
  • Publication date: 6/27/2003
  • Series: A Hodder Arnold Publication
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 256
  • Product dimensions: 6.14 (w) x 9.21 (h) x 0.88 (d)

Meet the Author

Rosklide University

University of Southern Denmark

Both at

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Table of Contents

Preface
Sect. 1 Contours of Audiences
1 Approaching media audiences 3
2 The history and divisions of audience research: the received view 26
3 Methodological pluralism: the meta-theoretical foundations of discursive realism 44
Sect. 2 The Ethnographic Approach to Audiences
4 Audience ethnography in practice: between talk, text and action 57
5 Media ethnography: defining the field 63
6 The ethnographic toolbox: participant observation 87
Sect. 3 Audience Reception Research
7 Reception research in practice: researching media meanings through talk 105
8 Reception research: defining the field 121
9 The reception research toolbox: the qualitative interview 143
Sect. 4 Foundations of Quantitative Audience Research
Introduction: the historical legacy of the philosophy of science 173
10 Towards a basic toolbox for quantitative researchers 180
Sect. 5 Survey Research on Audiences
11 Audience surveys in practice: from social context to numbers and back again 205
12 Audience surveys: defining the field 225
13 The audience survey toolbox: the questionnaire as lens 245
Sect. 6 Experimental Audience Research
14 Experimental audience research in practice: conceptualizing effects 279
15 Experimental audience research: Defining the field 292
16 The experimental audience research toolbox: the controlled experiment 322
Sect. 7 The Dual Challenge of 'Convergence' in Audience Research
Introduction: the dual challenge 347
17 Convergence of methodologies: rethinking methodological pluralism 349
18 Convergence of media: towards a new sense of 'audience' 366
Bibliography 379
Index 413
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