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Theories of Mass Communication (20-320)

Methods of research

  • Numerical findings (often expressed in charts and graphs)
  • Surveys, questionnaires

Zuckerman, E., Matias, J. N., Bhargava, R., Bermejo, F., & Ko, A. (2019). Whose death matters? A quantitative analysis of media attention to deaths of black Americans in police confrontations, 2013-2016International Journal of Communication 13, 4751–4777.

(If an article doesn't have a DOI link listed, end your citation after the page number.)

[ numbers ]


  • Descriptive findings
  • Interviews, focus groups

Perks, L. G., & Turner, J. S. (2019). Podcasts and productivity: A qualitative uses and gratifications studyMass Communication & Society22(1), 96–116.

[ focus group ]


  • Controlled experimental factor 
  • Dependent and independent variables

Khattab, L., & Mahrous, A. A. (2016). Revisiting online banner advertising recall: An experimental study of the factors affecting banner recall in an Arab contextJournal of Arab & Muslim Media Research9(2), 237–249.

[ experimental design image ]


  • Text/communication is broken down into coded categories for analysis.

McLeod, A. N., McKee, V., Woodall, S., McKee, B., & Rumble, J. (2018). Why websites work: An examination of interdisciplinary agricultural center websitesJournal of Applied Communications102(4), 1–14.

[ coded categories image ]


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