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Book

CHAPTER 1 EVOLVING THEORETICAL BACKGROUND OF MEDIA RESEARCH

The purpose of this book is to examine the range and variety of research methodologies used in a number of different media research contexts. It is not a methodology handbook designed to show readers how to utilize particular research techniques or a book of best practice with regard to specific quantitative or qualitative methods. Such books are already plentiful. It is concerned with the different research orientations that media scholars have used over the years in relation to principal areas of enquiry. For the purposes of this book, distinctions have been made between: analysis of media output; analysis of media audiences and their consumption of media; analysis of audience evaluative or affective responses to media; analysis of cognitive involvement with, processing and interpretation of media; and analysis of media effects, at the cognitive level and at the behavioural level. In each of these areas of media research, however, a range ...

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