Media Research Methods: Measuring Audiences, Reactions and Impact

by Barrie Gunter

In this book, Barrie Gunter provides a broad overview of the methodological perspectives adopted by media researchers in their attempt to derive a better understanding of the nature, role and impact of media in society.


By tracing the epistemological and theoretical roots of the major methodological perspectives, Gunter identifies the various schools of social scientific research that have determined the major perspectives in the area. Drawing a distinction between quantitative and qualitative methods, he discusses the relative advantages and disadvantages of each approach, and examines recent trends that signal a convergence of approaches and their associated forms of research.


The unique strength of this book is that it discusses the theoretical underpinnings of media research methodologies, and thereby presents a deeper discussion of methodologies than simply whether or not they offer techniques that generate reliable data. Media Research Methods will be essential reading for all those attempting to derive a better understanding of the media in contemporary society. 

320 pages, Paperback

First published January 1, 1999

About the author

Barrie Gunter is Emeritus Professor in Media at the University of Leicester, UK. He was Head of the Department of Media and Communication at Leicester (2004-2012) and prior to that, founding Professor of Journalism at the University of Sheffield for 10 years. The early part of Barrie’s career was spent in the broadcasting industry in audience research. Barrie is a psychologist by training who has written and contributed to approximately 70 books and over 400 other publications and reports on media, marketing, business and psychology topics.