Media Research Methods: Measuring Audiences, Reactions and Impact

Author:   Barrie Gunter
Publisher:   SAGE Publications Inc
ISBN:  

9780761956594


Pages:   320
Publication Date:   29 December 1999
Format:   Paperback
Availability:   In Print   Availability explained
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Media Research Methods: Measuring Audiences, Reactions and Impact


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Full Product Details

Author:   Barrie Gunter
Publisher:   SAGE Publications Inc
Imprint:   SAGE Publications Inc
Dimensions:   Width: 15.60cm , Height: 1.70cm , Length: 23.40cm
Weight:   0.490kg
ISBN:  

9780761956594


ISBN 10:   076195659
Pages:   320
Publication Date:   29 December 1999
Audience:   College/higher education ,  Tertiary & Higher Education
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print   Availability explained
This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us.

Table of Contents

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

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Author Information

My main research interests include media violence, the impact of broadcast news, effects of television on public opinion, the effects of advertising on young people, the use and impact of new interactive media. I have also conducted research on a wide range of other media, marketing and management issues. My recent research has centred on the use and impact of new media (in particular the Internet and digital interactive television). I am particularly interested in the use of the web as an information source and in the impact of Internet-related behaviour on use of other media, especially television. I have continued to conduct research and to write about the influence of television advertising, among children and adults. Much of this recent work has focused on alcohol advertising and young people's drinking. In addition, with two colleagues in my department, I recently conducted research for the Food Standards Agency on the nature of formula product advertising targeted at young mothers. I have also been involved in research from the British Library with colleagues at University College London on the use of online tools for information search in the context of higher education.

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