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eText: 
ISBN-13 9781285303062ISBN-10 1285303067
Print: 
ISBN-10 1133307337ISBN-13 9781133307334
Author(s): Wimmer/Dominick
Publisher: Cengage Learning
Copyright year: © 2014 Pages: 496
Description

Quality media is the result of meticulous research. MASS MEDIA RESEARCH: AN INTRODUCTION, 10e, shows you how it happens--from content analysis to surveys to experimental research--and then equips you with expert tips on analyzing the media you encounter in your daily life. Reflecting the latest developments from the field, this popular book delivers a comprehensive overview of mass communication research and a thorough exploration of each major approach--including qualitative research, content analysis, survey research, longitudinal research, and experimental research. It also fully integrates social media coverage, ethics, and the impact of merging technology.

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