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Understanding Audiences
Theory and Method

First Edition

Andy Ruddock - Monash University, Australia

Other Titles in:
Communication Research Methods | Mass Communication (General)

December 2000 | 208 pages | SAGE Publications Ltd

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.

Introduction

Science Wars and Cultural Studies

Questions of Theory and Method

Media Effects

Media and Public Opinion

Cultivation Analysis

Cultural Studies and Audience Research

Audiences, Media and Consumption

Conclusion

Multiple Realities - Multiple Methods

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