Introduction to Mass Media Studies

Author: Roger D. Wimmer (USA) Joseph R. Dominick | Translated by
Publisher:
Publish Date: 2005-07-01
Features: Our goal is to provide you with the basic tools for using media research in your career by briefly explaining the objectives, processes, and information use of media research. We hope you will enjoy or at least not dislike this research and recognize its ultimate value. To this end, we have used numerous examples to illustrate the application of this research in today's real life. Like previous editions, this book is still divided into four parts. Part I is an overview of media communication research, including research elements, research ethics, and sampling. Part II explores several major methods of media research, including qualitative research, content analysis, surveys, longitudinal research, and experimental research. Part III is primarily about data analysis, covering statistics and hypothesis testing. The fourth part is the last part of this book and has a forward-looking nature, mainly introducing various research applications, including studies on print media, electronic media, advertising, public relations, media effects, and so on, as well as media research and the Internet, and so on.