The history of audience research tells us that the relationship between the media and viewers, readers and listeners is complex and requires multiple methods of analysis. In
Understanding Audiences , Andy Ruddock introduces students to the range of quantitative and qualitative methods and invites his readers to consider the merits of both.
Understanding Audiences : demonstrates how – practically – to investigate media power; places audience research – from early mass communication models to cultural studies approaches – in their historical and epistemological context; explores the relationship between theory and method; concludes with a consideration of the long-running debate on media effects; includes exercises which invite readers to engage with the practical difficulties of conducting social research.
สารบัญ
Introduction
Science Wars and Cultural Studies
Questions of Theory and Method
Media Effects
Media and Public Opinion
Cultivation Analysis
Cultural Studies and Audience Research
Audiences, Media and Consumption
Conclusion
Multiple Realities – Multiple Methods
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Andy Ruddock lectures in Communications and Media Studies at Monash University. He has authored four books on researching media influence. Andy is known for his work on Cultivation Theory. He has published over 50 book chapters and journal articles, applying this theory to media violence, gaming, reality TV, political celebrity pornography, drug and alcohol abuse, sport and media education. Andy is currently writing Cultivation Theory and Digital Media Challenges. This new book details the history of cultivation theory and explains its relevance to contemporary “isms”; activism, sexism, Trumpism, and extremism.
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