Media and Communication Research Methods: An Introduction to Qualitative and Quantitative Approaches

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9781412987776: Media and Communication Research Methods: An Introduction to Qualitative and Quantitative Approaches
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In this new edition, Arthur Asa Berger employs his signature style—a practical focus, the use of numerous examples, a step-by-step approach, and humor—to update and enhance this bestselling introductory text. Combining discussions of qualitative and quantitative research methods with a clear and engaging writing style, the book is ideal for beginning research students at both the graduate and undergraduate level.

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L'autore:

Arthur Asa Berger is professor emeritus of Broadcast and Electronic Communication Arts at San Francisco State University, where he taught between 1965 and 2003. He has published more than 100 articles, numerous book reviews, and more than 60 books. Among his latest books are Media Analysis Techniques, Fourth Edition (2012), The Academic Writer’s Toolkit: A User’s Manual (2008), What Objects Mean: An Introduction to Material Culture (2009), Bali Tourism (2013), Tourism in Japan: An Ethno-Semiotic Analysis (2010), The Culture Theorist’s Book of Quotations (2010), and The Objects of Our Affection: Semiotics and Consumer Culture (2010). He has also written a number of academic mysteries such as Durkheim is Dead: Sherlock Holmes is Introduced to Sociological Theory (2003) and Mistake in Identity: A Cultural Studies Murder Mystery (2005). His books have been translated into nine languages.

Contenuti:

Preface to the Second Edition
Acknowledgments
Introduction
Round Up the Usual Suspects
How I Became a Man Without Quantities
Data Man Versus Data-Free Man
Conclusions of a Man Without Quantities, Who Is Also a Practicing Theoretician
Introduction: Applications and Exercises
I. GETTING STARTED
1. What Is Research?
We All Do Research, All the Time
Scholarly Research Is Different From Everyday Research
Nietzsche on Interpretation
The Problem of Certainty
Diachronic and Synchronic Research
On the Way the Human Mind Works
Overt and Covert Oppositions
On Quantity and Quality in Media Research
Media and Communication
Why a Book That Teaches Both Methodologies?
Considering Research Topics
What Is Research? Applications and Exercises
Conclusions
Further Reading
2. Library Searches
Why Library Research Is So Important
Search Strategies
How To Read Analytically
Doing a Literature Review
Primary and Secondary Research Sources
Sources for Library Research in Media and Communication
Other Sources of Information
Searching on the Internet or The Game of ?Find The Info If You Can!?
Analyzing Methodology in Research Articles
Library Searches: Applications and Exercises
Conclusions
Further Reading
PART II: METHODS OF TEXTUAL ANALYSIS
3. Semiotic Analysis
Saussure's Division of Signs Into Signifiers and Signifieds
The Semiotics of Blondeness
Semiotics and Society
Peirce's Trichotomy: Icon, Index, and Symbol
Allied Concepts
Clotaire Rapaille on Culture Codes
Semiotics in Society: A Reprise
The Syntagmatic Analysis of Texts
The Paradigmatic Analysis of Texts
Humpty Dumpty: A Paradigmatic Analysis
Applications of Semiotic Theory
Paul Ekman on Facial Expression
Semiotics: Applications and Exercises
Conclusions
Further Reading
4. Rhetorical Analysis
Aristotle on Rhetoric
Rhetoric and the Mass Media
A Brief Note on the Communication Process
Michel de Certeau on Subversions by Readers and Viewers
Applied Rhetorical Analysis
A Miniglossary of Common Rhetorical Devices
Other Considerations When Making Rhetorical Analyses
A Sample Rhetorical Analysis: A Saturn Advertisement
Rhetorical Analysis: Applications and Exercises
Conclusions
Further Reading
5. Ideological Criticism
Mannheim's Ideology and Utopia
Defining Ideology
Marxist Criticism
Roland Barthes on Mythologies
The Problem of Hegemony
The Base and the Superstructure and the "Self-Made Man and Woman."
Post-Soviet Marxist Criticism
Basic Ideas in Marxist Criticism
A Marxist Interpretation of the Fidji ?Snake? Advertisement
John Berger on Glamour
Identity Politics
Feminist Criticism of Media and Communication
The Social Conception of Knowledge
Phallocentric Theory: The Physical Basis of Male Domination
Political Cultures, the Media, and Communication
Wildavsky's Four Political Cultures
Pop Culture and Media Preferences in Four Political Cultures
Ideological Criticism: Applications and Exercises
Conclusions
Further Reading
6. Psychoanalytic Criticism
Freud's Contribution
Jungian Theory
Psychoanalytic Criticism: Applications and Exercises
Conclusions
Further Reading
PART III: QUALITATIVE RESEARCH METHODS
7. Interviews
What Is an Interview?
Four Kinds of Research Interviews
Why We Use Interviews
How to Interview People
Questions Investigative Reporters Ask
The Structure of Conversations and Interviews
Transcribing Tapes
Making Sense of the Information on Transcribed Interviews
Coding
Problems With Interview Material
Interviews: Applications and Exercises
Conclusions
Further Reading
8. Historical Analysis
What Is History?
History as Metadiscipline or Specialized Subject
Is History Objective or Subjective or a Combination of the Two?
Kinds of Historical Research
The Problem of Writing History
The Problem of Meaning
Historical Periods
Baudrillard and Jameson on Postmodernism
The Historical and the Comparative Approach
History Is an Art, Not a Science
Doing Historical Research
Historical Analysis: Applications and Exercises
Conclusions
Further Reading
9. Ethnomethodological Research
Defining Ethnomethodology
Garfinkel's Ingenious and Mischievous Research
Using Ethnomethodology in Media and Communication Research
Love Is a Game
Humorists as Code Violators
On the Techniques of Humor
Ethnomethodology and the Communication Process
Ethnomethodological Research: Applications and Exercises
Conclusions
Further Reading
10. Participant Observation
Defining Participant Observation
Significant Considerations to Deal With When Doing Participant Observation
A Case Study of Participant Observation: Readers of Romance Novels
Problems Connected With Participant Observation
Benefits of Participant Observation Studies
Making Sense of Your Findings
An Ethical Dilemma
Ethics and Research Involving Human Beings
Participant Observation: Applications and Exercises
Conclusions
Further Reading
PART IV: QUANTITATIVE RESEARCH METHODS
11. Content Analysis
Defining Content Analysis
Why We Make Content Analyses
Methodological Aspects of Content Analysis
Aspects of Violence
Advantages of Content Analysis as a Research Method
Difficulties to Contend With in Making Content Analyses
Doing a Content Analysis: A List of Steps to Take
Content Analysis: Applications and Exercises
Conclusions
Further Reading
12. Surveys
Defining Surveys
Kinds of Surveys: Descriptive and Analytic
The VALS Typology Survey
Methods of Data Collection
Advantages of Survey Research
Problems With Using Surveys
A Note on Media Usage Surveys: Shares and Ratings
Open-Ended and Closed-Ended Survey Questions
Writing Survey Questions
Making Pilot Studies to Pretest Surveys
Conducting Online Surveys
On the Matter of Samples
Obtaining Random Samples
Evaluating the Accuracy of Surveys
Surveys: Applications and Exercises
Conclusion
Further Reading
13. Experiments
Everyday Experimentation
Defining Experiments
The Structure of an Experiment
Advantages of Experiments
Disadvantages of Experiments
A Checklist on Experimental Design
What's an Experiment and What Isn't?
Experiments: Applications and Exercises
Conclusions
Further Reading
14. A Primer on Descriptive Statistics with Felianka Kaftandjieva
Levels of Measurement
Descriptive Statistics
Measures of Central Tendency
Measures of Dispersion
Standard Deviation
The Normal or Bell-Shaped Curve
The Problems With Ratings
A Cautionary Note on Statistics
Statistics and Comparisons
Data on Media Use in America
On the Problem of Interpretation
Statistics: Applications and Exercises
Conclusions
Further Reading
PART V: PUTTING IT ALL TOGETHER
15. Nineteen Common Thinking Errors to Avoid
Common Fallacies
Conclusions
Further Reading
16. Writing Research Reports
Keeping a Journal
A Trick for Organizing Reports
Outlines, First Drafts, and Revisions
Writing Research Reports
The IMRD Structure of Quantitative Research Reports
Writing Correctly: Avoiding Some Common Problems
More on Academic Writing Styles
A Checklist for Planning Research and Writing Reports on Your Research
Conclusions
Further Reading
References
Glossary
Index
About the Author

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9780761918530: Media and Communication Research Methods: An Introduction to Qualitative and Quantitative Approaches

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ISBN 10:  0761918531 ISBN 13:  9780761918530
Casa editrice: Sage Pubns, 2000
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9780761918523: Media and Communication Research Methods: An Introduction to Qualitative and Quantitative Approaches

Sage P..., 2000
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