Research Theories and Methods of Communication Studies (Core Curriculum Series Textbook for Graduate Students of Journalism and Communication Studies)

Author: Dai Yuanguang
Publisher:
Publish Date: 2004-09-02
Features: The speed and scale of media development and ecological changes have left communicators, especially media researchers, deeply perplexed—not only are their research horizons and capabilities severely constrained, but they also require significant investment of human and financial resources. Even so, it is sometimes difficult to maintain a firm grasp of their research areas. Research Theories and Methods of Communication aims to provide a systematic scientific approach to studying media—including theoretical methods of communication research and quantitative research methods—equipping researchers with a convenient reference tool for examining media, audiences, communicators, and the social impact of communication. The book covers fundamental theories of media research, the historical development of media research, and quantitative and qualitative methodologies in media research. The focus is placed on quantitative research areas, such as media research procedures, media research methods, field (field) research, content analysis, case analysis, controlled experiments, and research implementation methods. The book has distinct features in both content and organization. It not only introduces the theories and methods of communication research but also traces the origins of research theory development; cites numerous vivid and intuitive research case studies; and explains complex issues in concise academic language, such as using diagrams to illustrate statistical analysis software SPSS, and includes a glossary of professional terms at the end for reader comprehension and reference. The book is rich in content and highly practical, serving not only as a textbook for upper-level undergraduate and graduate students in journalism and communication departments but also as an ideal reference tool for professionals in the media industry, advertising, market analysis, social surveys, and other fields that rely on "data-driven" approaches.