Roll over image to zoom in Click on image to zoom

Understanding Audiences

Name: Understanding Audiences
Brand: SAGE PUBLICATIONS INC
SKU: 9780761963455
Price: 133.0 AUD
Availability: InStock

SAGE PUBLICATIONS INCISBN: 9780761963455

Theory and Method

Price:

$133.00

Stock:

Out of Stock - Available to backorder

Quantity:

By Andy Ruddock
Imprint: SAGE PUBLICATIONS INC
Release Date: March 5, 2001
Format: PAPERBACK
Pages: 208

Share this product

Button Actions

Please copy the ISBN for submitting review copy form

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.

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.

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

Understanding Audiences

Request Academic Copy

Description

You may also like

Recently viewed