Broadcasting research methods:
Gespeichert in:
| Format: | Buch |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
Boston u.a.
Allyn and Bacon
1985
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | VIII, 330 S. |
| ISBN: | 0205083072 |
Internformat
MARC
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Datensatz im Suchindex
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| adam_text | Broadcasting
Research
Methods
Joseph R Dominick
The University of Georgia
James E Fletcher
The University of Georgia
Allyn and Bacon, Inc
Boston London Sidney Toronto
Preface ix
Introduction 1
I TECHNIQUES FOR CONDUCTING
RESEARCH Contents
I Review of Procedures Used in Content
Analysis/Aim Wurtzel 7
What Is Content Analysis? 7
What Content Analysis Can Do 8
What Content Analysis Cannot Do 9
Content Analysis Techniques 9
Additional References 14
Endnotes 14
2 Searching for Television s History/
Fay C Schreibman 16
Locating a Television Program 17
Future of Television Preservation 20
Archive Appendix 22
Reference Appendix 37
Endnotes 41
3 Analysis of Broadcast News Content/
Raymond L Carroll 46
The Premise of Content Analysis 46
Characteristics of Broadcast News
Content 47
News Content Questions 47
Approaches to the Analysis of Broadcast
News Content 48
Analysis 52
Summary 60
Endnotes 60
4 Attitude Measurement/lo m E
Hocking 64
Why Measure Attitudes? 65
The Relationship between Attitudes and
Behaviors: A Caveat 66
vi Contents
Measurement Reliability and Validity 66
Levels of Measurement 69
Attitude Measurement Scales 70
Other Attitude Measures 75
Summary 77
Endotes 77
Additional References 79
5 Ethnographic Studies of Broadcast Media
Audiences/James Lull 80
Methodological Issues 80
Observer Obtrusiveness: Some Recent
Findings 84
Summary 86
Endnotes 87
6 Physiological Responses to the Media/
James E Fletcher 89
The Three Nervous Systems 89
How Physiological Responses
Are Measured 90
Interpreting Physiological
Responses 97
Some Study Design Considerations 101
Production Variables Research 102
Summary 103
Endnotes 104
7 Economic Methods of Broadcasting
Research/Barry R Litman 107
Regression Analysis 107
Applications 111
Measures of Concentration in
Telecommunication 115
Summary 120
Endnotes 120
8 Techniques for Audience Segmentation/
Jonathan Gutman 123
Approaches to Audience
Segmentation 123
Comments on Viewing Behavior 124
Measures Used in Segmentation
Research 124
Methods of Audience Segmentation 126
Summary 136
Endnotes 136
9 Sustaining Causal Inference/Joseph R
Dominick 138
The Meaning of Cause and Effect 138
Conditions for Demonstrating Cause and
Effect 139
Causal Processes 140
Partial Correlation 141
Path Analysis 141
Panel Data 147
Summary 149
Endnotes 150
Annotated Bibliography 150
10 Developing Mass Communication
Research Models/ Roger D
Wimmer 152
Definition 153
The Value of Models 154
Classification of Models 154
A Morphology of Models 156
Objectives of Model
Development 161
Criteria for Model Building 162
Summary 162
Endnotes 163
11 Policy Research/Robert H
Prisuta 165
Policy and Policy Analysis 165
A Definition of Policy Research 166
The Importance of Policy Research 166
Advantages of Academic Policy
Research 167
Access to Decision Makers 167
Keeping in Tbuch with the Policy
Process 169
Writing the Policy Document 170
Contents vii
Other Considerations 172
Summary 172
Endnotes 173
Additional References 173
12 Assessing Consumer Information Needs/
John E Bowes 174
Problems in Determining Consumer
Information Needs 17S
Useful Models and Research
Examples 177
Summary 182
Endnotes 183
Additional References 185
II RESEARCH PROBLEMS:
THEORETICAL AND APPLIED
13 Agenda-Setting /?es«wcA/Wenmouth
Williams, Jr 189
Collecting and Analyzing Personal
Agendas 191
Collecting and Analyzing the Media
Agenda 193
Statistical Analyses 196
Agenda-Setting Theory 198
Summary 199
Endnotes 200
14 Uses and Gratifications: Quasi-
Functional Analysis/Alan M
Rubin 202
Functionalism and Mass
Communication 202
The Uses and Gratifications
Perspective 205
Summary 216
Endnotes 217
15 Television and Enculturation fL amp;rry Gross
and Michael Morgan 221
What Does Television Cause? 221
Television as Enculturation 223
The Cultural Indicators Approach 225
Longitudinal Cultivation Analysis 229
Summary 232
Endnotes 233
16 The Measurement of Violence in
Television Programming: Violence
Indices/Nancy Signorielli 235
The Assessment of Violence in Television
Programs 236
Key Issues: Definitions, Unitization,
and Sampling 242
Indices of Violence 244
Summary 248
Endnotes 248
Additional References 251
17 Assessing Impacts on Children/Timothy P
Meyer and Anne Hexamer 252
Background 252
The 1980s: TV Continues on the
Hot Seat 253
Children: A Special Audience 253
Research Methods in Assessing Broadcast
Impact on Children 256
Broadcast Research and Children: Protect
ing Rights and Ethical Issues 263
Summary 263
Endnotes 264
Additional References 265
18 The Mass Media and Sex-Role
Socialization/Linda J Busby 267
Reasons for Concern: Media
Saturation 267
Media Effects: Sex-Role
Socialization 268
Media Content Examined 273
The Social Impact 277
Summary 279
Endnotes 280
Bibliography 283
viii Contents
19 Empirical Studies of Television
Composition/Nikos Metallinos 297
Research Studies of TV Lighting and
Color 298
Research Studies on TV Staging 301
Research Studies on TV Editing 304
Research Studies on TV Sound 304
Summary 305
Endnotes 306
Stage 3: Test Item Design and
Administration 317
Stage 4: Program Production 318
Stage 5: Program Field Testing 320
Stage 6: Program Revision 320
Stage 7: Procedural Program
Analysis 321
Summary 321
Endnotes 321
Additional References 323
20 Program Development Research/John R
Bittner and James K Carroll 312 Name Index 324
Stage 1: Program Planning 313
Stage 2: Identifying Objectives 314 Subject Index 327
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| title | Broadcasting research methods |
| title_auth | Broadcasting research methods |
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| title_short | Broadcasting research methods |
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