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社会学部講義科目

※ 当該講義情報の詳細は 本学学務情報システム・学生ポータル Mercas を参照してください。

科目群外講義 発展科目 47316 春 月曜日5時限  木曜日5時限 2単位

Media Research Methods

担当教員:ジョナサン・ルイス
【教授言語】

英語

【学部・学年の指定】

学部・研究科を問わず、全学生を歓迎します。なお、講義を英語で行いますが、質疑応答の際は日本語もOKです。感想文も日本語でもOKです。

【授業科目の目的と概要】

The aim of this lecture is to familiarize you with the various methods of media research (both quantitative and qualitative) and their theoretical backgrounds. You may already know (and be using) some of the methods and theories, but this course will make you aware of other approaches as well as the strengths and weaknesses of the various methods.

You will gain an understanding of the different kinds of media research methods, as well as when, how and why they were developed. This is not a practical course so you will not be taught how to use particular methods, but this course should help you to make a more informed choice of research methods for your own projects.

【授業の内容・計画(回数・日付・テーマ等)】

I'm basing the course on Barry Gunter's book "Media Research Methods" (Sage, 2000). Each week I'll summarize a chapter of Gunter's book, provide some examples of research using the methods he describes, and also update it to cover digital mass media, computerized tools and social media.

Gunter's book does a good job of situating individual research methods in the wider context of media research history and developments in social science theory over the last 100 years. The book is out of date in the sense that it was written before the explosion of social media, the digitization of mass media and the complete computerization of research tools. However, many of the methods and tools used in today's digital and social media research were developed in the days of analog, mass media, and it is useful to know how and why they were developed and what strengths and weaknesses they have shown over time.

1. Mon 10 April: Theoretical background of media research
(Positivism, interpretative social science, critical social science)

2. Thu 13 April: Quantitative audience research
(Surveys and experiments)

3. Mon 17 April: Qualitative audience research
(Focus groups and observational research)

4. Thu 20 April: Quantitative content analysis 1
(Units of analysis; defining categories and topics; experimental content research)

5. Mon 24 April: Quantitative content analysis 2
(Visualization, sentiment analysis, categorization, demographic information, cluster detection)

6. Thu 27 April: Measuring media usage and exposure
(Quantitative and qualitative methods)

7. Mon 1 May: Measuring affective responses to media
(Quantitative and qualitative methods)

8. Mon 8 May: Measuring cognitive responses to media
(Quantitative and qualitative methods)

9. Thu 11 May: Measuring the cognitive impact of media
(Quantitative and qualitative methods)

10. Mon 15 May: Measuring the behavioural impact of media
(Quantitative and qualitative methods)

11. Thu 18 May: Social media and traditional media
(Researching linkages and mutual interactions)

12. Thu 25 May: Research on publishing
(Franco Moretti's research on literary publishing; research using data from Amazon)

13. Mon 29 May: To be decided

14. Thu 1 June: To be decided

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