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TitleMedia research methods : measuring audiences, reactions and impact
Author Barrie Gunter
Imprint London : Sage, 2000
Edition 1st ed
Descript 314 p.; 24 cm


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

Mass Media -- Research Social sciences -- Methodology

Communication Arts Library302.23 G977M 2000CHECK SHELVES
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