Understanding Audiences: Theory and Method

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SAGE Publications, Mar 8, 2001 - Social Science - 201 pages
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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.

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About the author (2001)

Andy Ruddock teaches Communications and Media Studies at Monash University, Australia. He is author of Understanding Audiences, Investigating Audiences, Youth and Media and the forthcoming Exploring Media Research, all with SAGE. He has published 40 book chapters and journal articles on topics such as media sport, violence, gaming, pornography, political celebrity, reality television, and media education.

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