(Ebook) Media and Communication Research Methods an Introduction to Qualitative and Quantitative Approaches 1st Edition by Arthur A Berger ISBN 1483377563 9781483377568

(Ebook) Media and Communication Research Methods an Introduction to Qualitative and Quantitative Approaches 1st Edition by Arthur A Berger ISBN 1483377563 9781483377568

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ISBN 10: 1483377563 
ISBN 13: 9781483377568
Author: Arthur A Berger

Media and Communication Research Methods, Fourth Edition is a concise and practical text designed to give students a step-by-step introduction to conducting media and communication research. Offering real-world insights along with the author’s signature animated style, this text makes the discussion of complex qualitative and quantitative methods easy to comprehend.

Packed with detailed examples and practical exercises, the Fourth Edition of this bestselling introductory text includes a new chapter on discourse analysis; expanded discussion of social media, expanded coverage of the research process, and more. Ideal for undergraduate and graduate students conducting research for the first time, this accessible text will help students understand, practice, and master media and communication research.

(Ebook) Media and Communication Research Methods an Introduction to Qualitative and Quantitative Approaches 1st Table of contents:

Part I: Getting Started

• Chapter 1: What Is Research?

  • We All Do Research, All the Time

  • Scholarly Research Is Different From Everyday Research

  • Cultural Studies and Research

  • Nietzsche on Interpretation

  • Problem of Certainty

  • Diachronic and Synchronic Research

  • The Way the Human Mind Works

  • Overt and Covert Oppositions

  • Thinking, Fast and Slow

  • Quantity and Quality in Media Research

  • Media and Communication

  • Why a Book That Teaches Both Methodologies?

  • Considering Research Topics

  • Applications and Exercises

  • Conclusions

  • Further Reading

• Chapter 2: The Research Process

  • Search Strategies

  • Sources of Information

  • How to Read Analytically

  • Critical Thinking

  • Critical Thinking as Defined by the National Council for Excellence in Critical Thinking, 1987

  • Doing a Literature Review

  • Primary and Secondary Research Sources

  • Searching on the Internet (or “Find the Info If You Can!”)

  • Using the Internet to Conduct Research

  • Analyzing Methodology in Research Articles

  • Applications and Exercises

  • Conclusions

  • Further Reading

Part II: Methods of Textual Analysis

• Chapter 3: Semiotic Analysis

  • Saussure’s Division of Signs Into Signifiers and Signifieds

  • Semiotics of Blondeness

  • Semiotics and Society

  • Peirce’s Trichotomy: Icon, Index, and Symbol

  • Allied Concepts

  • Michel Foucault on Codes and Cultural Change

  • Marcel Danesi on Codes and Culture

  • Clotaire Rapaille on Culture Codes

  • Semiotics in Society: A Reprise

  • Syntagmatic Analysis of Texts

  • Paradigmatic Analysis of Texts

  • Applications of Semiotic Theory

  • Paul Ekman on Facial Expression

  • Applications and Exercises

  • Conclusions

  • Further Reading

• Chapter 4: Rhetorical Analysis

  • Aristotle on Rhetoric

  • Rhetoric and the Mass Media

  • A Brief Note on the Communication Process

  • Certeau on Subversions by Readers and Viewers

  • Applied Rhetorical Analysis

  • A Miniglossary of Common Rhetorical Devices

  • Other Considerations When Making Rhetorical Analyses

  • A Sample Rhetorical Analysis: An Advertisement

  • Rhetorical Analysis of the Visual Image

  • Images in Narrative Texts

  • Gangsta Rap and American Popular Culture

  • Applications and Exercises

  • Conclusions

  • Further Reading

• Chapter 5: Ideological Criticism

  • Mannheim’s Ideology and Utopia

  • Defining Ideology

  • Marxist Criticism

  • Roland Barthes on Mythologies

  • The Problem of Hegemony

  • The Base and the Superstructure, False Consciousness, and the “Self-Made Man and Woman”

  • Post-Soviet Marxist Criticism

  • Society of the Spectacle

  • Basic Ideas in Marxist Criticism

  • A Marxist Interpretation of an Advertisement

     

  • John Berger on Glamour

     

  • Identity Politics

     

  • Feminist Criticism of Media and Communication

     

  • The Social Conception of Knowledge

     

  • Phallocentric Theory: The Physical Basis of Male Domination

     

  • Political Cultures, the Media, and Communication

     

  • Pop Cultural and Media Preferences of the Four Political Cultures

     

  • Marxist Perspectives on Social Media

     

  • A Preview of Critical Discourse Analysis

     

  • Applications and Exercises

  • Conclusions

  • Further Reading

• Chapter 6: Psychoanalytic Criticism

  • Freud’s Contribution

  • Smartphones and the Psyche: Applying the Theories of Erik Erikson

  • Smartphones and the Self

  • Neuropsychoanalysis: Freud and Neuroscience

  • Jungian Theory

  • Applications and Exercises

  • Conclusions

  • Further Reading

• Chapter 7: Discourse Analysis

   

  • Defining Discourse Analysis

     

  • Teun A. van Dijk on Discourse Analysis

     

  • Spoken and Written Discourse

     

  • Styles and Written Discourse

     

  • Political Ideologies and Discourse Analysis

     

  • Critical Discourse Analysis

     

  • Advertising and Critical Discourse Analysis

  • Multimodal Discourse Analysis

  • Multimodal Critical Discourse Analysis

  • Fashion and Discourse Analysis

  • A Multimodal Critical Discourse Analysis of an Advertisement

  • Applications and Exercises

  • Conclusions

  • Further Reading

Part III: Qualitative Research Methods

• Chapter 8: Interviews

  • Four Kinds of Research Interviews

  • Why We Use Interviews

  • How to Interview People

  • Kinds of Questions

  • Questions Investigative Reporters Ask

     

  • The Structure of Conversations and Interviews

     

  • Transcribing Recorded Interviews

     

  • Making Sense of Transcribed Interviews

     

  • Coding

     

  • Problems With Interview Material

     

  • Interviews: Applications and Exercises

     

  • Conclusions

     

  • Further Reading

     

• Chapter 9: Historical Analysis

  • History and the Study of Media

  • Sources of Historical Data

  • Historians and Their Biases

  • The Uses of Historical Research

  • Applying Historical Research

  • Historical Analysis: Applications and Exercises

  • Conclusions

  • Further Reading

• Chapter 10: Ethnomethodological Research

  • Defining Ethnomethodology

  • Breaching Experiments

  • Media and Ethnomethodology

  • Ethnomethodological Research: Applications and Exercises

  • Conclusions

  • Further Reading

• Chapter 11: Participant Observation

  • Defining Participant Observation

  • Going “Native”

  • The Role of the Researcher

  • Conducting Participant Observation

  • Case Studies and Ethnography

  • Participant Observation: Applications and Exercises

  • Conclusions

  • Further Reading

Part IV: Quantitative Research Methods

• Chapter 12: Content Analysis

  • Defining Content Analysis

  • Categories and Coding

  • Units of Analysis

  • The Sample

  • Reliability and Validity

  • Using Content Analysis

  • Content Analysis: Applications and Exercises

  • Conclusions

  • Further Reading

• Chapter 13: Surveys

  • Defining Surveys

  • Kinds of Surveys: Descriptive and Analytic

  • The VALS Typology

  • Survey Methods of Data Collection

  • Advantages of Survey Research

  • Problems With Surveys

  • Surveys and Recent Presidential Elections

  • A Note on Media Usage Surveys: Shares and Ratings

  • Open-Ended Questions

  • Surveys: Applications and Exercises

  • Conclusions

  • Further Reading

• Chapter 14: Experiments

  • Everyday Experimentation

  • Defining Experiments

  • The Structure of an Experiment

  • The Hawthorne Effect

  • Advantages of Experiments

     

  • Disadvantages of Experiments

     

  • The “Black Rats” Case and Experimental Fraud

     

  • A Checklist on Experimental Design

     

  • What’s an Experiment and What Isn’t?

     

  • Experiments: Applications and Exercises

     

  • Conclusions

     

  • Further Reading

     

• Chapter 15: A Primer on Descriptive Statistics

   

  • Levels of Measurement

     

  • Descriptive Statistics

     

  • Measures of Central Tendency

     

  • Measures of Dispersion

     

  • The Normal or Bell-Shaped Curve

     

  • The Problem With Ratings

     

  • A Cautionary Note on Statistics

     

  • Using Statistics to Support a Claim

     

  • Statistics and Comparisons

     

  • Data on Media Use in America

     

  • A Primer on Descriptive Statistics: Applications and Exercises

  • Conclusions

  • Further Reading

Part V: Putting It All Together

• Chapter 16: Nineteen Common Thinking Errors

  • Thinking Errors Explained

  • Nineteen Common Thinking Errors

  • Thinking Errors: Applications and Exercises

  • Conclusions

  • Further Reading

• Chapter 17: Writing Research Reports

  • The Elements of a Research Report

  • Ethical Considerations in Research

  • Writing Research Reports: Applications and Exercises

  • Conclusions

  • Further Reading

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