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Media Research Techniques
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Media Research Techniques

Second Edition
May 1998 | 184 pages | SAGE Publications, Inc
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Arthur Asa Berger's essential guide to undertaking applied or practical research in media studies is designed to provide introductory techniques that allow students to engage immediately in their own research projects. In so doing, students learn various ways of conducting communication research both in theory and practice. In response to suggestions from users of the First Edition, Berger has added new chapters in each of the following areas: experimentation, historical research, comparative research and participant observation.
 
PART ONE: RESEARCH PROJECTS
 
Guided Research Projects
 
Research Logs
 
Content Analysis
Newspaper Comics Pages

 
 
Survey Interviews
Media Utilization

 
 
Social Roles
Television Soap Opera Characters

 
 
Depth Interviews
Favorite Singers and Recordings

 
 
Rhetorical Analysis
Magazine Advertisements

 
 
Library Research
Audiences of Radio Talk Shows

 
 
Focus Groups
Reasons for Attending Films

 
 
Experiments
Humor

 
 
Participant Observation
Video Game Players

 
 
Historical Research
Images of Shopping Malls in the Popular Press

 
 
Comparative Analysis
Images of Disneyland (and Disneyworld) in the American Popular and Scholarly Press

 
 
PART TWO: WRITING AND THINKING
 
Writing with Style
 
Avoiding Common Writing Errors
 
Avoiding Common Reasoning Errors
 
Writing a Research Report

Arthur Asa Berger

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 the third edition of Media and Communication Research Methods: An Introduction to Qualitative and Quantitative Approaches (2013), 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),... More About Author

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