First published in 1991. Routledge is an imprint of Taylor & Francis, an informa company.

Over the last decade there has been a growing use of qualitative research methods in the study of social and cultural change. Incorporating theoretical insights from discourse analysis, ethnograohy and reception theory such research has proven a fruitful and enlightening mode of analysis.The Handbook represents the first volume devoted to the utilization of such methods in mass media research. It includes contributions from those at the forefront o communication studies who apply a developing methodology to media contents, contexts and audiences. Among others, Gaye Tuchman writes on news production, Dave Morley and Roger Silverstone on media audiences, and Horace Newcombe applies qualitative methods to television drama.In view of the rapid changes which the media environment is now undergoing, the books systematic overview of qualitative research methods will benefit commercial organisations as well as academic institutions.

Written for social science scholars who want to learn more about the qualitative way of thinking, this book addresses the full continuum of issues about the qualitative methodologies. At one end of that continuum are the deeply philosophical concerns of ontology and epistemology. At the other -- concrete -- end of that continuum are the practical issues of what is considered evidence: How does one go about gathering evidence? Where, when, and how does one analyze evidence? What are the alternative ways of dealing with tone and voice in writing qualitative research? The attention to practical, concrete issues makes this book useful as a handbook providing a great deal of vital information to scholars who want a guide to making decisions as they navigate their research questions through the qualitative realm. Uniquely qualified to write such a book, Potter has earned PhDs in both qualitative methods (with a concentration in linguistics and field studies) and in quantitative methods (with a concentration in social science theory and statistics). The book is not an ideological argument that glorifies one system of thinking while attempting to persuade the reader that other systems of thinking are bankrupt. Rather, the book presents a respectful, balanced analysis of the strengths and weaknesses of the qualitative approach. The book builds to a controversial final chapter entitled "Is Convergence a Possibility?" in which Potter synthesizes a conclusion from his analysis of a wide range of qualitative studies across three broad topic areas -- text focused research, audience focused research, and institution focused research -- and across seven major qualitative methodologies -- ethnography, ethnomethodology, reception study, ecological psychology, symbolic interactionism, cultural studies, and textual analysis. His conclusion is that not only is there a possibility of a convergence between qualitative and quantitative approaches, but that the convergence has already happened. The book includes an appendix in which 95 books and articles using the qualitative approach are abstracted and analyzed to illustrate key points of methodology and methods. It also includes subject and author indexes.

This handbook covers perspectives from both the social sciences and the humanities. It provides guidelines for how to think about, plan, and carry out studies of media in different social and cultural contexts.

Bringing together the perspectives of more than 40 internationally acclaimed authors, The Handbook of Global Media Research explores competing methodologies in the dynamic field of transnational media and communications, providing valuable insight into research practice in a globalized media landscape. Provides a framework for the critical debate of comparative media research Posits transnational media research as reflective of advanced globalization processes, and explores its roles and responsibilities Articulates the key themes and competing methodological approaches in a dynamic and developing field Showcases the perspectives and ideas of 30 leading internationally acclaimed scholars Offers a platform for the discussion of crucial issues from a variety of theoretical, methodical and practical viewpoints

Strategic Sport Communication, Third Edition, presents a comprehensive examination of the evolving field of sport communication. With a complete approach to the multifaceted and interrelated applications of sport communication, this text will help the reader understand modern trends and industry demands. The book’s topics align with the Common Professional Component topics outlined by the Commission on Sport Management Accreditation (COSMA). Organized into three parts for easy understanding, part I familiarizes students with the field by defining sport communication, presenting historical analysis, and providing an extensive discussion of career opportunities. Part II focuses on the elements of the Strategic Sport Communication Model (SSCM). This model details the three main components of sport communication: personal and organizational aspects of communication, mediated communication in sport, and sport communication services and support systems. Students will understand how each component plays an integral role in sport management, sport marketing, and operational goals at all levels of sport organizations. Part III examines legal aspects and critical sociological and cultural issues. Significant updates throughout the third edition capture the evolution of sport communication: A look at emerging communication platforms and modern technologies such as fantasy sports and online gambling New content covering the cutting-edge topics of customer-centric marketing, influencer marketing, the rise of digital media in integrated marketing, and the use of data analytics in marketing communication A new discussion of digital public relations tools and new examples of crises in sport, including a case study that provides a real-world example of a crisis in sport communication Learning aids—including key terms, chapter objectives, and chapter wrap-ups with review questions and individual exercises—provide for an engaging and focused learning experience. Updated for this edition, Sport Communication at Work sidebars feature industry experts applying chapter content, and Profile of a Sport Communicator sidebars highlight professional opportunities. In Strategic Sport Communication, Third Edition, students will develop a thorough understanding of the vast and varied field of sport communication. As the exciting field of sport communication continues to present new challenges, the analysis provided within this text will provide the foundational and theoretical understanding necessary for aspiring sport communication professionals to succeed.

Introduces key research methods and approaches used in the study of mass communication and media, for students in communications, media and cultural studies, and other social science disciplines. After an overview of research principles, coverage includes participant observation, archival research, content analysis, surveys, and computer-assisted handling and analysis of data. The development and application of each method is described, and examples of research instruments are given. Annotation copyrighted by Book News, Inc., Portland, OR

Focusing on theoretical and methodological insight, this book brings together scholars from a variety of fields whose research is guided by diverse analytical approaches. Instead of focusing on what divides scholars, the authors explore areas of intellectual community, building a more systematic and rigorous understanding of political communication. By broadening and deepening understanding of the field, this book provides insight into political processes that would otherwise be lacking.

Media and Society: An Introduction, offers an interdisciplinary approach to media as means of social connection in everyday life and beyond. Integrating theory and concrete analysis in case studies, exercises, and illustrative examples from around the world, Media and Society: An Introduction delivers a go-to reference work for learning about one of the essential social infrastructures of the twenty-first century. Standing on the shoulders of classic communication models, and covering legacies of research about media institutions, media texts, and media users, the chapters include both how-to sections on methods addressing current digital media forms and reflective segments that place TikTok, ChatGPT, and the emerging Internet of Things in the longer history of human communication. As a comprehensive and up-to-date textbook on key conceptual, analytical, and normative issues facing students of media and communication today, this book is a practically applicable resource for teaching and learning about media, in the classroom, in self-study, and in different world regions. As such, it is a key resource for undergraduate students and professors in the fields of media, communication, and cultural studies.