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| Introduction | |
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| Round Up the Usual Suspects | |
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| How I Became a Man Without Quantities | |
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| Data Man Versus Data-Free Man | |
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| Introduction: Applications and Exercises | |
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| Conclusions of a Man Without Quantities, Who Is Also a Practicing Theoretician | |
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| Acknowledgments | |
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| Getting Started | |
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| What Is Research? | |
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| We All Do Research, All the Time | |
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| Scholarly Research Is Different From Everyday Research | |
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| Nietzsche on Interpretation | |
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| The Problem of Certainty | |
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| Diachronic and Synchronic Research | |
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| On the Way the Human Mind Works | |
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| Overt and Covert Oppositions | |
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| On Quantity and Quality in Media Research | |
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| Media and Communication | |
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| Why a Book That Teaches Both Methodologies? | |
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| Considering Research Topics | |
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| What is Research? Applications and Exercises | |
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| Conclusions | |
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| Further Reading | |
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| Library Searches | |
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| Why Library Research Is So Important | |
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| Search Strategies | |
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| How To Read Analytically | |
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| Doing a Literature Review | |
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| Primary and Secondary Research Sources | |
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| Sources for Library Research in Media and Communication | |
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| Other Sources of Information | |
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| Searching on the Internet or The Game of "Find The Info If You Can!" | |
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| Analyzing Methodology in Research Articles | |
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| Library Searches: Applications and Exercises | |
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| Conclusions | |
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| Further Reading | |
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| Methods of Textual Analysis | |
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| Semiotic Analysis | |
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| Saussure's Division of Signs Into Signifiers and Signifieds | |
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| The Semiotics of Blondeness | |
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| Semiotics and Society | |
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| Peirce's Trichotomy: Icon, Index, and Symbol | |
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| Allied Concepts | |
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| Clotaire Rapaille on Culture Codes | |
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| Semiotics in Society: A Reprise | |
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| The Syntagmatic Analysis of Texts | |
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| The Paradigmatic Analysis of Texts | |
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| Humpty-Dumpty: A Paradigmatic Analysis | |
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| Applications of Semiotic Theory | |
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| Paul Ekman on Facial Expression | |
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| Semiotics: Applications and Exercises | |
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| Conclusions | |
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| Further Reading | |
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| Rhetorical Analysis | |
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| Aristotle on Rhetoric | |
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| Rhetoric and the Mass Media | |
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| A Brief Note on the Communication Process | |
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| Certeau on Subversions by Readers and Viewers | |
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| Applied Rhetorical Analysis | |
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| A Miniglossary of Common Rhetorical Devices | |
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| Other Considerations When Making Rhetorical Analyses | |
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| A Sample Rhetorical Analysis: A Saturn Advertisement | |
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| Rhetorical Analysis: Applications and Exercises | |
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| Conclusions | |
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| Further Reading | |
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| Ideological Criticism | |
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| Mannheim's Ideology and Utopia | |
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| Defining Ideology | |
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| Roland Barthes on Mythologies | |
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| The Problem of Hegemony | |
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| The Base and the Superstructure and the "Self Made Man and Woman." | |
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| Post Soviet Marxist Criticism | |
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| A Marxist Interpretation of the Fidji "Snake" Advertisement | |
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| John Berger on Glamour | |
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| Identity Politics | |
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| Marxist Criticism | |
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| Feminist Criticism of Media and Communication | |
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| The Social Conception of Knowledge | |
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| Phallocentric Theory: The Physical Basis of Male Domination | |
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| Pop Culture and Media Preferences in Four Political Cultures | |
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| Ideological Criticism: Applications and Exercises | |
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| Conclusions | |
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| Further Reading | |
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| Psychoanalytic Criticism | |
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| Freud's Contribution | |
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| The Oedipus Complex | |
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| Human Sexuality | |
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| The Id, Ego, and Superego | |
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| Applications of the Id, Ego and Superego Typology to Media and Culture | |
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| Defense Mechanisms | |
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| Jungian Theory | |
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| Archetypes | |
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| The Collective Unconscious | |
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| The Myth of the Hero | |
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| The Anima and the Animus | |
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| The Shadow Element in the Psyche | |
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| Psychoanalytic Criticism: Applications and Exercises | |
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| Conclusions | |
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| Further Reading | |
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| Qualitative Research Methods | |
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| Interviews | |
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| What Is an Interview? | |
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| Four Kinds of Research Interviews | |
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| A Note on Problems With Focus Groups (Boxed Insert) | |
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| Why We Use Interviews | |
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| How to Interview People | |
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| Questions Investigative Reporters Ask (Boxed Insert?) | |
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| The Structure of Conversations and Interviews | |
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| Transcribing Tapes | |
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| Problems With Interview Material | |
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| Interviews: Applications and Exercises | |
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| Conclusions | |
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| Further Reading | |
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| Historical Analysis | |
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| What Is History? | |
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| History as Metadiscipline or Specialized Subject | |
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| Is History Objective or Subjective or a Combination of the Two? | |
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| Kinds of Historical Research | |
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| The Problem of Writing History | |
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| The Problem of Meaning | |
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| Historical Periods | |
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| Baudrillard and Jameson on Postmodernism | |
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| The Historical and the Comparative Approach | |
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| History Is an Art, Not a Science | |
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| Doing Historical Research | |
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| Historical Analysis: Applications and Exercises | |
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| Conclusions | |
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| Further Reading | |
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| Ethnomethodologlcal Research | |
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| Defining Ethnomethodology | |
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| Garfinkel's Ingenious and Mischievous Research | |
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| Using Ethnomethodology in Media and Communication Research | |
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| Humorists as Code Violators | |
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| On the Techniques of Humor | |
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| Ethnomethodology and the Communication Process | |
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| Ethnomethodological Research: Applications and Exercises | |
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| Conclusions | |
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| Further Reading | |
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| Participant Observation | |
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| Defining Participant Observation | |
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| Significant Considerations to Deal With When Doing Participant Observation | |
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| A Case Study of Participant Observation: Readers of Romance Novels | |
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| Problems Connected With Participant Observation | |
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| Benefits of Participant Observation Studies | |
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| Making Sense of Your Findings | |
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| An Ethical Dilemma | |
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| Ethics and Research Involving Human Beings | |
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| Participant Observation: Applications and Exercises | |
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| Conclusions | |
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| Further Reading | |
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| Quantitative Research Methods | |
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| Content Analysis | |
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| Defining Content Analysis | |
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| Why We Make Content Analyses | |
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| Methodological Aspects of Content Analysis | |
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| Aspects of Violence | |
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| Advantages of Content Analysis as a Research Method | |
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| Difficulties to Contend With in Making Content Analyses | |
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| A Simple Content Analysis Research Assignment | |
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| Doing a Content Analysis: A List of Steps to Take | |
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| Coding Sheet for Comics Content Analysis (Boxed Insert) | |
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| Content Analysis: Applications and Exercises | |
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| Conclusions | |
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| Further Reading | |
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| Surveys | |
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| Defining Surveys | |
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| Kinds of Surveys: Descriptive and Analytic | |
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| Methods of Data Collection | |
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| The Nine American Lifestyles: The VALS Typology | |
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| Advantages of Survey Research | |
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| Problems With Using Surveys | |
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| A Note on Media Usage Surveys: Shares and Ratings | |
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| Open-Ended and Closed-Ended Survey Questions | |
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| Writing Survey Questions | |
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| Making Pilot Studies to Pretest Surveys | |
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| Conducting Online Surveys | |
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| On the Matter of Samples | |
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| Evaluating the Accuracy of Surveys | |
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| Surveys: Applications and Exercises | |
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| Conclusion | |
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| Notes | |
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| Further Reading | |
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| Experiments | |
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| Everyday Experimentation | |
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| Defining Experiments | |
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| The Structure of an Experiment | |
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| Advantages of Experiments | |
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| Disadvantages of Experiments | |
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| A Checklist on Experimental Design | |
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| What's an Experiment and What Isn't? | |
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| Experiments: Applications and Exercises | |
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| Conclusions | |
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| Further Reading | |
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| A Primer on Descriptive Statistics | |
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| Levels of Measurement | |
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| Descriptive Statistics | |
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| Measures of Central Tendency | |
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| Measures of Dispersion | |
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| Standard Deviation | |
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| The Normal or Bell-Shaped Curve | |
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| The Problems With Ratings | |
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| A Cautionary Note on Statistics | |
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| Statistics and Comparisons | |
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| Data on Media Use in America in 2009 | |
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| On the Problem of Interpretation | |
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| Statistics: Applications and Exercises | |
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| Conclusions | |
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| Note | |
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| Further Reading | |
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| Putting it all Together | |
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| Nineteen Common Thinking Errors to Avoid | |
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| Common Fallacies | |
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| Conclusions | |
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| Further Reading | |
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| Writing Research Reports | |
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| Keeping a Journal | |
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| A Trick for Organizing Reports | |
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| Outlines, First Drafts and Revisions | |
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| Writing Research Reports | |
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| The IMRD Structure of Quantitative Research Reports | |
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| Writing Correctly: Avoiding Some Common Problems | |
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| Academic Writing Styles | |
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| A Checklist for Planning Research and Writing | |
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| Reports on Your Research | |
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| Conclusions | |
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| Further Reading | |
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| References | |
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| Glossary | |
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| Name Index | |
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| Subject Index | |