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Abstract
In Understanding Audiences , Andy Ruddock introduces students to the range of quantitative and qualitative methods and invites his readers to consider the merits of both. The book demonstrates how to investigate media power; places audience research in its historical and epistemological context; explores the relationship between theory and method; and concludes with a consideration of the long-running debate on media effects. It also includes exercises which invite readers to engage with the practical difficulties of conducting social research.