Introduction

Over the last decade there has been a growing use of qualitative research methods in the study of social and cultural change. Incorporating theoretical insights from discourse analysis, ethnography and reception theory such research has proven a fruitful and enlightening mode of analysis.

The Handbook

The Handbook represents the first volume devoted to the utilization of such methods in mass media research. It includes contributions from those at the forefront of communication studies who apply a developing methodology to media contents, contexts and audiences. Among others, Gaye Tuchman writes on news production, Dave Morley and Roger Silverstone on media audiences, and Horace Newcombe applies qualitative methods to television drama.

Significance

In view of the rapid changes which the media environment is now undergoing, the book's systematic overview of qualitative research methods will benefit commercial organisations as well as academic institutions.