Understanding Audiences: Theory and Method

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SAGE Publications, Mar 8, 2001 - Language Arts & Disciplines - 208 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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Contents

Science Wars and Cultural Studies
1
Questions of Theory and Method
17
Media Effects
37
Copyright

6 other sections not shown

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About the author (2001)

Andy Ruddock researches, writes and teaches about media audiences, youth and the politics of popular culture. He is the author of three books: Understanding Audiences, Investigating Audiences and Youth and Media; all 3 titles are with SAGE Publications.

He has been published in several media studies anthologies and scholarly journals, on topics including media violence, political celebrity, school shootings, reality television, alcohol marketing and health campaigning, media sport, mass communication theory and media research methods. Works in progress include pieces on subculture and pornography. He is perhaps best known for his work on cultivation theory.

Educated at Caius College, Cambridge, Penn State University and the University of Masschusetts, where his work was supervised by Michael Morgan, Sut Jhally and Justin Lewis, he has taught at universities in the US, the UK, New Zealand and South Korea. He regularly provides expert commentary on media issues, writing frequently for theconversation.edu.

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