Description
SAGE PUBLISHING Understanding Audiences Theory And Method 2000 Edition by Ruddock
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. IntroductionScience Wars and Cultural StudiesQuestions of Theory and MethodMedia EffectsMedia and Public OpinionCultivation AnalysisCultural Studies and Audience ResearchAudiences, Media and ConsumptionConclusionMultiple Realities - Multiple Methods