Mass Media Research: An Introduction
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Mass Media Research: An Introduction
Book Details
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Publisher: Cengage Learning
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Author: Roger D. Wimmer
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Language: English
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Edition: 10th Edition
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ISBN: 9788131526286
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Pages: 496
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Cover: Paperback
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Dimensions: 9.4 x 7.1 x 0.8 inches
About The Book
MASS MEDIA RESEARCH: AN INTRODUCTION by Roger D. Wimmer offers a thorough and up-to-date exploration of mass communication research, providing students and professionals with a comprehensive overview of key research methods in the field. Now in its 10th edition, the book introduces a wide range of research approaches, including qualitative research, content analysis, survey research, longitudinal research, and experimental research, ensuring a robust foundation for understanding how research is conducted in the realm of mass media.
This edition includes expanded coverage on critical contemporary topics such as online research, the influence of tablets on readership, emerging advertising channels, and social media message analytics. It also emphasizes the ethical considerations of conducting mass media research and the impact of new technologies on the field.
The text concludes with a focus on applying research methods to practical areas, including print, electronic media, advertising, and public relations, making it an invaluable resource for students and professionals seeking a deep understanding of media research and its evolving role in the digital age.
