Media Research Methods
Measuring Audiences, Reactions and Impact
- Barrie Gunter - University of Leicester, UK
By tracing the epistemological and theoretical roots of the major methodological perspectives, Gunter identifies the various schools of social scientific research that have determined the major perspectives in the area. Drawing a distinction between quantitative and qualitative methods, he discusses the relative advantages and disadvantages of each approach, and examines recent trends that signal a convergence of approaches and their associated forms of research.
The unique strength of this book is that it discusses the theoretical underpinnings of media research methodologies, and thereby presents a deeper discussion of methodologies than simply whether or not they offer techniques that generate reliable data.
Recommended for our dissertation students.
The book is relevant to what I teach. It contextualises, with absolute brilliance the emergence of media research. A field that very few people have managed to comprehend in media in Africa.