Understanding Audiences: Theory and Method

by Andy Ruddock

The history of audience research tells us that the relationship between the media and viewers, readers and listeners is complex and requires multiple methods of analysis. In Understanding Audiences , Andy Ruddock introduces students to the range of quantitative and qualitative methods and invites his readers to consider the merits of both. Understanding demonstrates how - practically - to investigate media power; places audience research - from early mass communication models to cultural studies approaches - in their historical and epistemological context; explores the relationship between theory and method; concludes with a consideration of the long-running debate on media effects; includes exercises which invite readers to engage with the practical difficulties of conducting social research.

208 pages, Paperback

First published March 8, 2000

Reviews

[hiba ☕︎ · Rating 3 out of 5]

There was way too much jargon in this book and some of the sentences simply did not make sense. It gave me a headache but it was super interesting to understand the effects of media and the many different methods researchers have undertaken to understand its effects on us. Wouldn’t recommend it if you don’t have some fairly deep background on the study of ontology, epistemology and methodology.
If you don’t, run.
I would have never willingly read this book on my own.