Researching Audiences A Practical Guide to Methods in Media Audience Analysis

Kim Schroderis Professor at the Centre for User-Oriented Communication Researc at Roskilde University, Denmark. Kirsten Drotneris Professor at the Centre for Media Studies at University of Southern Denmark. Stephen Klineis Professor at the School of Communication at Simon Fraser University, British Columbia. Catherine Murrayis Associate Professor at the School of Communication at Simon Fraser University, British Columbia. How do young audiences play with the cultural spectacle offered by reality shows like Big Brother? How does interactive media influence learning the process in educational and everyday settings? How can corporate communicators address their ethical commitment more effectively to the general public? And is there a link between television viewing and violent behavior?Researching Audiencesis a practical hands-on guide to the main types of empirical fieldwork that have established themselves in academic, policy, and commercial research. It will help readers explore what audience members do with the media, how they make sense of the media, and how the media may influence social affairs from the micro to the macro level. "An enormously knowledgeable, highly detailed and well-exemplified study of the several traditions of research that have historically helped form audience studies an exceptionally valuable book."--Particip@tions