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Understanding Audiences

Name: Understanding Audiences
Brand: SAGE Publications Inc
SKU: 04686148
Price: 45.89 EUR
Availability: InStock
Author: Andrew Ruddock
ISBN: 9780761963455

Theory and Method

Andrew Ruddock

Language

English

Book Paperback

Libristo code: 04686148

Publishers SAGE Publications Inc, December 2000

The history of audience research tells us that the relationship between the media and viewers, reade... Full description

Libristo code: 04686148

112 b

45.89 € VAT included

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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.