01387cam a2200217 a 4500008004100000020001500041020001500056020001800071020001800089040000800107050002100115100002400136245005200160250001200212260004700224300001900271505080800290505001701098518001501115650003901130971203s1998    caua     b    001 0 eng    a0761915362  a0761915370  a9780761915362  a9780761915379  aSDU00aP91bB482 M 19981 aBerger, Arthur Asa,10aMedia research techniques /cArthur Asa Berger.  a2nd ed.  aThousand Oaks :bSage Publications,c1998.  a175 p. :bill.0 aGuided research projects -- Research logs -- Content analysis: newspaper comics pages -- Survey interviews: media utilization -- Social roles: television soap opera characters -- Depth interviews: favorite singers and records -- Rhetorical analysis: magazine advertisments -- Library research: audiences of radio talk shows -- Focus groups: reasons for attending films -- Experiments: humor -- Participant observation: video game players -- Historical research: images of shopping malls in the popular press -- Comparative analysis: images of Disneyland (and Disney World) in the American popular and scholarly press -- Writing with style -- Avoiding common writing errors -- Avoiding common reasoning errors -- Writing a research report -- References -- Name index -- Subject index -- About the author.0 aHKBU library  aYT2025 M09 0aMass mediaxResearchxMethodology.