Mass media research : an introduction

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Title:

Mass media research : an introduction

Author:

Wimmer, Roger D.

ISBN:

9780534562748

Personal Author:

Wimmer, Roger D.

Edition:

7th ed.

Publication Information:

Belmont, CA : Thomson/Wadsworth, c2003.

Physical Description:

xii, 488 p. : ill. ; 25 cm.

Series:

Wadsworth series in mass communication and journalism

Wadsworth series in mass communication and journalism.

Subject Term:

Mass media -- Research.

Added Author:

Dominick, Joseph R.

Electronic Access:

Contributor biographical information http://catdir.loc.gov/catdir/enhancements/fy1515/2002102411-b.html
Publisher description http://catdir.loc.gov/catdir/enhancements/fy1515/2002102411-d.html
Table of contents only http://catdir.loc.gov/catdir/enhancements/fy1515/2002102411-t.html

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This text begins with an overview of mass communication research and ethics of research. It then explores each major approach to research, including qualitative research, content analysis, survey research, longitudinal research, and experimental research. The text continues with a section on data analysis, and concludes with a forward-looking section on research applications, covering such topics as research in print and electronic media and on the Internet.

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