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" Media research techniques / "
Arthur Asa Berger.
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BL
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| Record Number
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633621
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dltt
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| Main Entry
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Berger, Arthur Asa,1933-
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| Title & Author
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Media research techniques /\ Arthur Asa Berger.
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| Edition Statement
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2nd ed.
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| Publication Statement
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Thousand Oaks :: Sage Publications,, c1998.
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| Page. NO
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viii, 175 p. :: ill. ;; 24 cm.
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| ISBN
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0761915362 (acid-free paper)
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: 9780761915362 (acid-free paper)
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: 0761915370 (pbk. : acid-free paper)
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: 9780761915379 (pbk. : acid-free paper)
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| Bibliographies/Indexes
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Includes bibliographical references (p. 167-168) and indexes.
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| Contents
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Guided research projects -- Research logs -- Content analysis: newspaper comics pages -- Survey interviews: media utilization -- Social roles: television soap opera characters -- Depth interviews: favorite singers and records -- Rhetorical analysis: magazine advertisments -- Library research: audiences of radio talk shows -- Focus groups: reasons for attending films -- Experiments: humor -- Participant observation: video game players -- Historical research: images of shopping malls in the popular press -- Comparative analysis: images of Disneyland (and Disney World) in the American popular and scholarly press -- Writing with style -- Avoiding common writing errors -- Avoiding common reasoning errors -- Writing a research report.
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| Abstract
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"This new edition, like the first, is as always accessible. It breaks down difficult concepts and themes so that they are understandable to a wide audience. Media Research Techniques, Second Edition engages readers with its approachable style, its useable tasks, and sometimes quirky humor." --Jack Lule, Lehigh University The first edition was praised for being delightful, engaging, readable, and well-organized. Now, once again, Arthur Asa Berger continues the tradition of providing students with a clearly written, user-friendly, hands-on guide to media research techniques with the long-awaited second edition of his best-selling classic Media Research Techniques. Leading the reader through a number of specially designed research projects (such as content analysis, surveys, focus groups, and in-depth interviews), he presents an array of interesting and practical assignments. In response to suggestions from faithful users of the first edition, Berger has added new chapters in the following areas: - Experimentation - Historical Research - Comparative Research - Participant Observation This handy guide can be used in conjunction with texts on research methodology, or it can stand alone and be used in courses dealing with such topics as media, popular arts, and American culture and society. Practical and concise, Media Research Techniques, Second Edition is an essential tool for everyone in communication, journalism, written communication, methodology/research/gaming, and cultural studies.--Publisher description.
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| Subject
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Mass media-- Research-- Methodology.
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| Dewey Classification
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302.23/072
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| LC Classification
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P91.3.B386 1998
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