Table Of Content

Cover Page: i Half Title Page: i Title Page Page: i Copyright Page Page: iii Contents Page: iv Chapter 1 Getting Started Page: vii Quantitative vs. Qualitative Research Page: 3 The Development of Qualitative Research Page: 5 Analyzing Evidence Page: 8 Conceptual Orientations Page: 9 Chapter 2 Doing Qualitative Research Page: 15 Common Qualitative and Quantitative Terms Page: 15 The Ethics of Qualitative Research Page: 18 The Qualitative Research Process Page: 21 Choosing a Research Topic Page: 21 Crafting Research Questions Page: 23 Gathering and Analyzing Evidence Page: 24 Using Big Data Page: 25 Crafting a Research Report Page: 27 Chapter 3 Interviewing Page: 30 Qualitative Interviews Page: 33 Ethical Considerations Page: 34 Using Qualitative Interviews Page: 35 Conceptualizing a Study Page: 36 Designing a Study Page: 36 Conducting Interviews Page: 37 Interviewing Techniques Page: 40 Transcribing Interviews Page: 43 Analyzing the Information Page: 44 Verifying Information Page: 45 Writing a Research Report Page: 45 Interviewing Exercises Page: 62 Chapter 4 Focus Groups Page: 66 The Development of Focus Groups Page: 69 Contemporary Focus Groups Page: 70 The Role of a Moderator Page: 71 Facilitators’ Communication Strategies Page: 72 Recruiting Participants Page: 75 Dealing With Difficult Participants Page: 78 Ethical Considerations Page: 79 The Focus Group Process Page: 80 Focus Group Research Page: 82 Focus Group Exercises Page: 99 Chapter 5 History Page: 103 Traditional vs. Cultural History Page: 105 Media History Page: 107 The Method of History Page: 109 Collecting Historical Evidence Page: 110 Types of Historical Materials Page: 112 Evaluating Historical Evidence Page: 113 Ethical Considerations Page: 116 Research Using History Page: 116 Historical Methods Exercises Page: 133 Chapter 6 Oral History Page: 136 Technique of Oral History Page: 139 Interview Strategies Page: 141 Learning to Listen Page: 144 The Editing Process Page: 146 Ethical Considerations Page: 148 Research Using Oral History Transcripts Page: 149 Oral History Exercises Page: 171 Chapter 7 Ethnography and Participant Observation Page: 173 Thick Description Page: 175 Ethnography in Media Studies Page: 176 Digital Ethnography Page: 177 Participant Observation Page: 182 Participant Observation Through Avatar Page: 182 Field Notes Page: 183 Reflexivity Page: 185 Analyzing and Interpreting Ethnographic Material Page: 186 Ethical Considerations Page: 187 Research Using Ethnography Page: 188 Participant Observation Exercises Page: 208 Chapter 8 Textual Analysis Page: 211 What Is a Text? Page: 213 The Development of Textual Analysis Page: 214 The Influence of Semiotics Page: 216 Multimodal Texts Page: 217 Theory and Interpretation Page: 218 Encoding and Decoding Page: 220 Ideological Analysis Page: 222 Genre Analysis Page: 224 Rhetorical Analysis Page: 226 Using New Technologies in Textual Analysis Page: 227 Ethical Considerations Page: 228 Research Using Textual Analysis Page: 229 Textual Analysis Exercises Page: 247 Acknowledgments Page: 251 Index Page: 253

Description:

This fully updated third edition provides students and researchers with the tools they need to perform critically engaged, theoretically informed research using methods that include interviewing, focus groups, historical research, oral histories, ethnography and participant observation, textual analysis and digital research. Each chapter features step-by-step instructions that integrate theory with practice, as well as a case study drawn from published research demonstrating best practices for media scholars. Readers will also find in-depth discussions of the challenges and ethical issues that may confront researchers using a qualitative approach. With new case studies and examples throughout, this third edition also includes updated and expanded material on digital technologies and platforms, how to perform social media research, how to analyze a variety of multimedia texts, and reflections on the use of big data. A comprehensive and accessible guide for those hoping to explore this rich vein of research methodology, this book provides students and scholars with the all tools they need to be able to work in today’s convergent media environment.