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社会学研究科講義科目

※ 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 CELS を参照してください。

地球社会研究専攻 メディア 4838 A 春 火曜日2時限  金曜日2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】

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 The book is out of date in the sense that it was written before the explosion of social media, the digitization of mass media and the complete computerization of research tools.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. TUESDAY 9 APRIL: Theoretical background of media research
(Positivism, interpretative social science, critical social science)

2. FRIDAY 12 APRIL: Quantitative audience research
(Surveys and experiments)

(1) Hesketh, Kylie, Melissa Wake, Melissa Graham, and Elizabeth Waters. 2007. “Stability of Television Viewing and Electronic Game/Computer Use in a Prospective Cohort Study of Australian Children: Relationship with Body Mass Index.” International Journal of Behavioral Nutrition and Physical Activity 4 (1): 60.

(2) Lutz Kern, Holger, and Jens Hainmueller. 2009. “Opium for the Masses: How Foreign Media Can Stabilize Authoritarian Regimes.” Political Analysis 17: 377–399. doi:doi:10.1093/pan/mpp017.

3. TUESDAY 16 APRIL: Qualitative audience research
(Focus groups and observational research)

(1) Lunt, Peter, and Sonia Livingstone. 1996. “Rethinking the Focus Group in Media and Communications Research.” Journal of Communication 46 (2): 79–98.

(2) Onwuegbuzie, Anthony J., Wendy B. Dickinson, Nancy L. Leech, and Annmarie G. Zoran. 2009. “A Qualitative Framework for Collecting and Analyzing Data in Focus Group Research.” International Journal of Qualitative Methods 8 (3): 1–21.

4. FRIDAY 19 APRIL: Measuring media usage and exposure
(Quantitative and qualitative methods)

(1) Prior, Markus. 2009. “Improving Media Effects Research through Better Measurement of News Exposure.” The Journal of Politics 71 (3): 893–908.

(2) Slater, Michael D. 2004. “Operationalizing and Analyzing Exposure: The Foundation of Media Effects Research.” Journalism & Mass Communication Quarterly 81 (1): 168–183.

(3) Swanson, David L. 1987. “Gratification Seeking, Media Exposure, and Audience Interpretations: Some Directions for Research.” Journal of Broadcasting & Electronic Media 31 (3): 237–254.

5. TUESDAY 23 APRIL: Quantitative content analysis 1
(Units of analysis; defining categories and topics; experimental content research)

(1) Hetsroni, Amir. 2007. “Three Decades of Sexual Content on Prime-Time Network Programming: A Longitudinal Meta-Analytic Review.” Journal of Communication 57: 318–348. doi:10.1111/j.1460-2466.2007.00345.x.

(2) Lieberman, Evan A., Kimberly A. Neuendorf, James Denny, Paul D. Skalski, and Jia Wang. 2009. “The Language of Laughter: A Quantitative/Qualitative Fusion Examining Television Narrative and Humor.” Journal of Broadcasting & Electronic Media 53 (4): 497–514.

6. FRIDAY 26 APRIL: Quantitative content analysis 2

(1) Tversky, Barbara, Julie Bauer Morrison, and Mireille Betrancourt. 2002. “Animation: Can It Facilitate?” International Journal of Human-Computer Studies 57 (4): 247–262.

(No classes Tuesday 30 April or Friday 3 May)

7. TUESDAY 7 MAY: Qualitative content analysis

(1) Hilliard, Dan C. 1984. “Media Images of Male and Female Professional Athletes: An Interpretive Analysis of Magazine Articles.” Sociology of Sport Journal 1 (3): 251–262.

(2) Lutz Kern, Holger, and Jens Hainmueller. 2009. “Opium for the Masses: How Foreign Media Can Stabilize Authoritarian Regimes.” Political Analysis 17: 377–399. doi:doi:10.1093/pan/mpp017.

(3) Moretti, Franco. 2004. “Graphs, Maps, Trees: Abstract Models for Literary History 3.” New Left Review 28 (July–August): 43–63.

8. FRIDAY 10 MAY: Measuring affective responses to media
(Quantitative and qualitative methods)

(1) Brittin, Ruth V. 1995. “Comparing Continuous versus Static Measurements in Music Listeners’ Preferences.” Journal of Research in Music Education 43 (1): 36–46.

(2) Crane, Loren D., Richard J. Dieker, and Charles T. Brown. 1970. “The Physiological Response to the Communication Modes: Reading, Listening, Writing, Speaking, and Evaluating.” Journal of Communication 20 (3): 231–240.

(3) Weaver III, James B., Inga Huck, and Hans-Bernd Brosius. 2009. “Biasing Public Opinion: Computerized Continuous Response Measurement Displays Impact Viewers’ Perceptions of Media Messages.” Computers in Human Behavior 25 (1): 50–55.

9. TUESDAY 14 MAY: Measuring the cognitive impact of media 1
(Quantitative and qualitative methods)

(1) Hassoun, Dan. 2014. “Tracing Attentions: Toward an Analysis of Simultaneous Media Use.” Television & New Media 15 (4): 271–288.

(2) Potter, Robert F. 2000. “The Effects of Voice Changes on Orienting and Immediate Cognitive Overload in Radio Listeners.” Media Psychology 2 (2): 147–177.

11. FRIDAY 17 MAY: Measuring the cognitive impact of media 2
(Quantitative and qualitative methods)

(1) Rieh, Soo Young, Yong-Mi Kim, and Karen Markey. 2012. “Amount of Invested Mental Effort (AIME) in Online Searching.” Information Processing & Management 48 (6): 1136–1150.

12. Tuesday 21 May: Measuring the behavioural impact of media 1
(Quantitative and qualitative methods)

(1) Morgan, Michael, and James Shanahan. 2010. “The State of Cultivation.” Journal of Broadcasting & Electronic Media 54 (2): 337–355. doi:10.1080/08838151003735018.

(2) Morgan, Michael, and James Shanahan. 2017. “Television and the Cultivation of Authoritarianism: A Return Visit From an Unexpected Friend.” Journal of Communication. doi:10.1111/jcom.12297.

(No class Fri 24 May)

13. TUESDAY 28 MAY: Measuring the behavioural impact of media 2
(Quantitative and qualitative methods)

(1) Shehata, Adam. 2010. “Unemployment on the Agenda: A Panel Study of Agenda-Setting Effects During the 2006 Swedish National Election Campaign.” Journal of Communication 60: 182–203. doi:10.1111/j.1460-2466.2009.01475.x.

(2) Till, Benedikt, Peter Vitouch, Arno Herberth, Gernot Sonneck, and Thomas Niederkrotenthaler. 2013. “Personal Suicidality in Reception and Identification with Suicidal Film Characters.” Death Studies 37 (4): 383–392.

14. FRIDAY 31 MAY
(Will keep this day in reserve in case I need to cancel any of the above classes.)

【テキスト・文献】

Gunter, Barry (2000) Media Research Methods. Sage.

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