Media Research Methods: Measuring Audiences, Reactions and Impact

Barrie Gunter

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Media Studies and Communication Journalism and Media Studies Media and Digital Communication

Abstract

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

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