A Handbook of Media and Communication Research: Qualitative and Quantitative Methodologies

By Klaus Bruhn Jensen | Go to book overview

10

Media reception

Qualitative traditions

Klaus Bruhn Jensen
• a presentation of the established ‘milestones’ of quantitative audience research together with seminal qualitative contributions
• a review of the main forms of reception analysis
• an assessment of recent work in ‘media ethnography’
• a discussion of the place of media discourses and other relevant forms of evidence in further reception studies.

MILESTONES REVISITED

One way of encapsulating the field of study has been through systematics and models, such as Figure 9.1, which identified some main stages of the communicative process and the traditions of audience research associated with each. Another means of taking stock has been to identify historical ‘milestone’ studies which, arguably, defined appropriate ways of conceptualizing and examining the various stages of communication empirically. By way of introduction, and of joining qualitative and quantitative traditions, this chapter revisits some of the milestones of audience studies, as received - and sometimes overlooked - in later research.

Figure 10.1 lays out fourteen milestones, as defined by Lowery and DeFleur (1995) through three editions of their widely circulated textbook, and adds a number of candidates from outside the dominant paradigm (Webster and Phalen 1997). While any such listing is essentially contestable, the aim is to consider a broader range of defining contributions to the field in order to explain, and promote, the process of convergence between research traditions.

In the case of the established ‘Milestones I, ’ it may be especially apparent that several contributions were shaped by their historical and social context - from war to political or public demand for evidence on media effects.1 At the same time, it is appropriate to note also that the primarily European, qualitative, and critical perspectives under ‘Milestones II’ bear witness to the impact both of war and of the cultural revolution of the 1960s on scientific ideas and practice. In both cases, these circumstances do not disqualify either findings or approaches, but serve as a necessary context for assessing the specific explanatory value of the entries and for considering their commensurability in future theory development.

To begin a review of the milestones, a few caveats are in order. First, the listing considers only publications post-1900. As indicated in Chapter 2, before the earliest origins of ‘media’ research, most thinking on communication and its effects had been conducted in rhetorical and aesthetic traditions of inquiry,2 from

1 social origins of media research - Chapter 16

2 rhetorical and aesthetic effects - Chapter 2

-156-

Notes for this page

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items
Notes
Cite this page

Cited page

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Note: primary sources have slightly different requirements for citation. Please see these guidelines for more information.

Cited page

Bookmark this page
A Handbook of Media and Communication Research: Qualitative and Quantitative Methodologies
Table of contents

Table of contents

  • Title Page iii
  • Contents v
  • Illustrations vii
  • Preface xi
  • 1 - Introduction 1
  • Part I - History 13
  • 2 - The Humanities in Media and Communication Research 15
  • 3 - Media, Culture and Modern Times 40
  • Part II - Systematics 59
  • 4 - The Production of Media Fiction 62
  • 5 - The Production of News 78
  • 6 - The Study of International News 91
  • 7 - Discourses of Fact 98
  • 8 - Mediated Fiction 117
  • 9 - Media Effects 138
  • 10 - Media Reception 156
  • 11 - Contexts, Cultures, and Computers 171
  • 12 - History, Media and Communication 191
  • Part III - Practice 207
  • 13 - The Quantitative Research Process 209
  • 14 - The Qualitative Research Process 235
  • 15 - The Complementarity of Qualitative and Quantitative Methodologies in Media and Communication Research 254
  • 16 - The Social Origins and Uses of Media and Communication Research 273
  • References 294
  • Index 326
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this book

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen
Items saved from this book
  • Bookmarks
  • Highlights & Notes
  • Citations
/ 340

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Search by... Author
    Show... All Results Primary Sources Peer-reviewed

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.