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Title Researching audiences / Kim Schrøder [and others]
Published London : Arnold ; New York : Distributed in the U.S.A. by Oxford University Press, 2003

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 W'PONDS  302.23072 Sch/Rau  AVAILABLE
 MELB  302.23072 Sch/Rau  DUE 07-06-22
Description x, 422 pages : illustrations ; 24 cm
Contents Contours of audiences : Approaching media audiences -- The history and divisions of audience research: the received view -- Methodological pluralism: the meta-theoretical foundations of discursive realism -- The ethnographic approach to audiences : Audience ethnography in practice: between talk, text and action -- Media ethnography: defining the field -- The ethnographic toolbox: participant observation -- Audience reception research : Reception research in practice: researching media meanings through talk -- Reception research: defining the field -- The reception research toolbox: the qualitative interview -- Foundations of quantitative audience research : Introduction: the historical legacy of the philosophy of science -- Towards a basic toolbox for quantitative researchers -- Survey research on audiences : Audience surveys in practice: from social context to numbers and back again -- Audience surveys: defining the field -- The audience survey toolbox: the questionnaire as lens -- Experimental audience research -- Experimental audience research in practice: conceptualizing effects -- Experimental audience research: Defining the field -- The experimental audience research toolbox: the controlled experiment -- The dual challenge of 'Convergence' in audience research : Introduction: the dual challenge -- Convergence of methodologies: rethinking methodological pluralism -- Convergence of media: towards a new sense of 'audience'
Summary A practical guide to the main types of empirical fieldwork that have established themselves in academic, policy and commercial research, this text introduces and discusses four complementary key approaches to empirical research in media audience analysis
Bibliography Includes bibliographical references (pages 379-412) and index
Subject Mass media -- Audiences -- Research.
Mass media -- Influence -- Research.
Author Schrøder, Kim.
LC no. 2004270880
ISBN 0340762756
9780340762752
0340762748 paperback
9780340762745 paperback