Mass Communication Research Methods

Author: (English) Anders Hansen et al. / Cui Baoguo / Jin Jianbin / Tong Fei
Publisher:
Publish Date: 2004-11-01
Features: The purpose of this book is to introduce the main methods of researching media and mass communication processes. The book specifically discusses the research methods used in three major areas of media and communication process research—media organizations and program production, media content, and media use and audience. The later part of the book introduces SPSS data analysis methods as well as the collection methods for raw data and resources in communication research. Each chapter of the book introduces one research method. Starting from the general principles of sociological research methods, it provides detailed explanations of the development process, scope of application, and application steps of each research method, as well as a thorough explanation of the use of the computer statistical system SPSS. The book is rich in examples, well-documented, easy to follow, widely applicable, and highly practical. Each chapter begins by introducing a single research method from a historical and theoretical perspective, then elaborates on its practical application and operational methods in detail, with a clear structure and logical flow. The practical application of research methods is a key focus throughout the book. The book not only comprehensively introduces various methods used in communication research but also emphasizes analyzing the applicability principles and internal correlations of each method from a broader macro perspective. It stresses the importance of analyzing specific problems in a specific manner and flexibly and comprehensively applying various methods to study the same issue. Communication research methods are based on sociological research methods, but the distinctive feature of this book lies in its firm grounding in the characteristics and development of communication studies. All introductions and examples are centered around the unique aspects of communication studies.