Qualitative Research and Media Psychology

Donald E. Polkinghorne

in The Oxford Handbook of Media Psychology

Published in print December 2012 | ISBN: 9780195398809
Published online January 2013 | | DOI:

Series: Oxford Library of Psychology

 Qualitative Research and Media Psychology

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Qualitative research is a family of approaches designed to study people’s experiences. In media psychology it is used to study the experiences of receiving and creating media messages and for analyzing media messages. Qualitative research principles also can be used in content analysis to study message meanings. Ethnographers, grounded theory researchers, and phenomenological researchers developed techniques and procedures employed in contemporary qualitative research. Qualitative researchers produce descriptive findings by analyzing gathered and generated information. This analysis leads to a description of the structures that produce meaning and understanding of media-communicated events. The analyzed information is generated through interviews and focus groups and gathered from media presentations and documents.

Keywords: concepts; ethnography; grounded theory; interviews; media psychology; qualitative research

Article.  15548 words. 

Subjects: Psychology ; Research Methods in Psychology

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