Enhanced descriptions from Syndetics:

In this book, Barrie Gunter provides a broad overview of the methodological perspectives adopted by media researchers in their attempt to derive a better understanding of the nature, role and impact of media in society.

By tracing the epistemological and theoretical roots of the major methodological perspectives, Gunter identifies the various schools of social scientific research that have determined the major perspectives in the area. Drawing a distinction between quantitative and qualitative methods, he discusses the relative advantages and disadvantages of each approach, and examines recent trends that signal a convergence of approaches and their associated forms of research.

The unique strength of this

Table of contents provided by Syndetics

• Evolving Theoretical Background of Media Research
• Overview of Media Research Methodologies
• Audiences
• Overview of Media Research Methodologies
• Media Output
• Measuring Media USAGE and Exposure
• Measuring Affective Responses to Media
• Measuring Cognitive Responses to Media
• Attention and Comprehension
• Measuring Cognitive Impact of Media
• Measuring Behavioural Impact of Media
• From Association to Causation