Books > Reference & Interdisciplinary > Communication studies > Information theory
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Measuring Psychological Responses To Media Messages (Hardcover)
Loot Price: R4,148
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Measuring Psychological Responses To Media Messages (Hardcover)
Series: Routledge Communication Series
Expected to ship within 12 - 17 working days
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Characterized by its multi-level interdisciplinary character,
communication has become a variable field -- one in which the level
of analysis varies. This has had important ramifications for the
study of communication because, to some extent, the questions one
asks are determined by the methods one has available to answer
them. As a result, communication research is characterized by the
plethora of both qualitative and quantitative approaches used by
its practitioners. These include survey and experimental methods,
and content, historical, and rhetorical analyses.
A variety of tools has been developed in cognitive psychology and
psychophysiology which attempts to measure "thinking" without
asking people how they do it. This book is devoted to exploring how
these methods might be used to further knowledge about the process
of communication. The methods chosen have all been used extensively
in cognitive and experimental psychology. Each chapter in this book
is designed to describe the history of the method being introduced,
the theory behind it, how to go about using it, and how it has
already been used to study some area of communication. The methods
introduced here vary widely in terms of the amount of equipment and
training needed to use them. Some require only theoretical
knowledge and a paper and pencil; others require more elaborate
hardware and software for implementation. These methods also vary
widely in terms of what sorts of variables they can be used to
measure. Some of them adapt quite readily to traditional
communication variables like persuasion, attitude change, and
knowledge; others are more applicable to process type variables
such as attention, arousal, involvement, encoding, and
retrieval.
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