Understanding Audiences

<p><span style=background-color: rgba(255 255 255 1); color: rgba(0 0 0 1)>The history of audience research tells us that the relationship between the media and viewers readers and listeners is complex and requires multiple methods of analysis. In </span><strong style=color: rgba(0 0 0 1)>Understanding Audiences</strong><span style=color: rgba(0 0 0 1); background-color: rgba(255 255 255 1)> Andy Ruddock introduces students to the range of quantitative and qualitative methods and invites his readers to consider the merits of both. </span></p><p></p><p><strong style=color: rgba(0 0 0 1)>Understanding Audiences</strong><span style=color: rgba(0 0 0 1)>: demonstrates how - practically - to investigate media power; places audience research - from early mass communication models to cultural studies approaches - in their historical and epistemological context; explores the relationship between theory and method; concludes with a consideration of the long-running debate on media effects; includes exercises which invite readers to engage with the practical difficulties of conducting social research.</span></p><p></p>