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Media research methods : measuring audiences, reactions and impact / Barrie Gunter

Gunter, Barrie.
Material type: materialTypeLabelBook; Format: print Publisher: London : Sage Publications, 2000Description: 314 p. ; 24 cm.ISBN: 0-7619-5659-X.Subject(s): Medios de comunicación social
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316.77/GUN/med (Browse shelf) Available   Shelving location | Bibliomaps® PREST. LIBROS 3741600824
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Bibliografía: p. [280]-307 p.

Índice: Evolving theoretical background of media research. Overview of media research methodologies: audiences. Overview of media research methodologies: media output. Measuring media usage and exposure. Measuring affective responses to media. Measuring cognitive responses to media: attention and comprehension. Measuring cognitive impact of media. Measuring behavioural impact of media: from association to causation. References. Index.

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