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- catalog abstract ""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." "The unique strength of this book is that it discusses the theoretical underpinnings of media research methodologies, and thereby presents a deeper discussion of methodologies than simply whether or not they offer techniques that generate reliable data."--Jacket.".
- catalog contributor b11423349.
- catalog created "2000.".
- catalog date "2000".
- catalog date "2000.".
- catalog dateCopyrighted "2000.".
- catalog description ""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." "The unique strength of this book is that it discusses the theoretical underpinnings of media research methodologies, and thereby presents a deeper discussion of methodologies than simply whether or not they offer techniques that generate reliable data."--Jacket.".
- catalog description "Ch. 1. Evolving Theoretical Background of Media Research -- Ch. 2. Overview of Media Research Methodologies: Audiences -- Ch. 3. Overview of Media Research Methodologies: Media Output -- Ch. 4. Measuring Media Usage and Exposure -- Ch. 5. Measuring Affective Responses to Media -- Ch. 6. Measuring Cognitive Responses to Media: Attention and Comprehension -- Ch. 7. Measuring Cognitive Impact of Media -- Ch. 8. Measuring Behavioural Impact of Media: From Association to Causation.".
- catalog description "Includes bibliographical references (p. [280]-307) and index.".
- catalog extent "314 p. ;".
- catalog hasFormat "Media research methods.".
- catalog identifier "0761956581".
- catalog identifier "076195659X (pbk.)".
- catalog isFormatOf "Media research methods.".
- catalog issued "2000".
- catalog issued "2000.".
- catalog language "eng".
- catalog publisher "London ; Thousand Oaks, Calif. : Sage Publications,".
- catalog relation "Media research methods.".
- catalog subject "302.23072 21".
- catalog subject "Mass media Research Methodology.".
- catalog subject "P91.3 .G86 2000".
- catalog tableOfContents "Ch. 1. Evolving Theoretical Background of Media Research -- Ch. 2. Overview of Media Research Methodologies: Audiences -- Ch. 3. Overview of Media Research Methodologies: Media Output -- Ch. 4. Measuring Media Usage and Exposure -- Ch. 5. Measuring Affective Responses to Media -- Ch. 6. Measuring Cognitive Responses to Media: Attention and Comprehension -- Ch. 7. Measuring Cognitive Impact of Media -- Ch. 8. Measuring Behavioural Impact of Media: From Association to Causation.".
- catalog title "Media research methods : measuring audiences, reactions and impact / Barrie Gunter.".
- catalog type "text".