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How to Do Media and Cultural Studies
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How to Do Media and Cultural Studies

Second Edition


November 2012 | 264 pages | SAGE Publications Ltd
The Second Edition of this student favourite takes readers step-by-step through the theories, processes and methods of each stage of research, from how to create a research question to designing the project and writing it up. It gives students a clear sense of how their own work relates to broader scholarship and inspires understanding of why studying the media matters.

Now 20% bigger, new features include:

• Brand new chapters on the how and why of researching media and culture

• All new case studies spotlighting the international media landscape

• Online readings showing how methods get used in real research

• Essential new material on ethnography, digital content analysis, online surveys and researching blogs.

Perfect for students of all ranges, How to Do Media and Cultural Studies continues to provide the clearest and most accessible guide to media and cultural studies as students embark on their own research.

Introduction  
 
PART ONE: THINKING, THEORY AND PRACTICE
 
Chapter 1. How Do We Know Anything about Anything?
What Is Knowledge?  
How Do You Build a Toaster?  
Four Ways of Knowing  
Ways of Knowing in Oral Cultures  
The Impact of Writing on Ways of Knowing  
Classical Epistemology and Rhetoric  
So, What Makes a Good Argument?  
The Modern Way: Seeing Is Believing and the Scientific Revolution  
The Revolution of the Structure of Scientific Revolutions  
The End of the Modern  
Post-Modern Ways of Knowing  
 
Chapter 2. Why Do We Do Media and Cultural Studies?
Approaches to Media and Culture before Media Studies  
The Industrial Revolution, Modernity, Media and Culture  
The Twentieth Century  
The Payne Fund Studies  
'Why We Fight': Propaganda and World War II  
The Frankfurt School  
Technological Determinism and the Social Shaping of Technology  
The French Influence and Cahiers du Cinéma  
Mass Culture Debates in the 1950s  
The Founding of British Cultural Studies  
The 1960s and Cultural Studies in Academia  
The 1970s' Media Education Movement  
The Turn to the Reader  
Feminist Interventions  
Sexuality, the Body and Queer Theory  
Post-Colonialism, Identity, Race and Difference  
New Media, New Paradigms?  
 
PART TWO: METHODS OF ANALYSIS
 
Chapter 3. Getting Started
Getting Started  
Designing Your Research Question: Industry, Text or Audience?  
The Key Elements of a Research Question  
Writing Your Research Question  
Reviewing the Literature  
Writing Your Project Proposal  
 
Chapter 4. Researching Industries: Studying Institutions and Producers of Media and Culture
What Are the Media and Cultural Industries?  
Studying the Media and Cultural Industries  
Four Methods for Researching the Media and Cultural Industries  
Archive Research  
Case Study: Paddy Scannell and David Cardiff, 1991  
Case Study: Sue Arthur, 2009  
Discourse Analysis  
Case Study: John T Caldwell, 2008  
Case Study: Chrys Ingraham, 2008  
Interviews  
Case Study: Jeremy Tunstall, 1993  
Case Study: Stefan Haefliger, Peter Jäger and Georg Von Krogh, 2010  
Interviews About The Past  
Case Study: Stuart L Goosman, 2005  
Ethnographic Research  
Case Study: Hortense Powdermaker, 1951  
Case Study: Anthony Cawley, 2008  
Methods and Approaches Discussed in this Chapter  
 
Chapter 5. Researching Texts: Approaches to Studying Media and Cultural Content
How to Research Media and Cultural Content  
Semiotic analysis  
Case Study: Barthes, Roland, 1984  
Case Study: Richard K Popp And Andrew L Mendelson, 2010  
Case Study: Marcia A Morgado, 2007  
Content Analysis  
Case Study: Glasgow Media News Group, 1976  
Case Study: Jeffery P Dennis, 2009  
Case Study: James Curran, 2000  
Discourse Analysis  
Case Study: Kari Andén-Papadopoulos, 2009  
Case Study: Alim, H Samy, Jooyoung Lee and Lauren Mason Carris, 2011  
Typological Methods of Analysis  
Genre Study  
Case Study: Jane Feuer, 1982  
Case Study: Jessica Ringrose And Valerie Walkerdine, 2008  
Auteur Study  
Case Study: Thomas Elsaesser, 2011  
Star Study  
Case Study: Richard Dyer, 1987  
Comparison of Research Methods Discussed in this Chapter  
 
Chapter 6. Researching Audiences: Who Uses Media and Culture? How and Why?
Methods Discussed in this Chapter  
Why Study Audiences?  
Researching Media Effects  
The Ethics of Audience Research  
Survey Research  
Case Study: Ien Ang, 1985  
Case Study: Lisa M Tripp, 2010  
Case Study: Andrea Millward Hargrave, 2000  
Focus Groups  
Tim Healey and Karen Ross, 2002  
Ethnography  
Case Study: Daniel Miller 2011  
Oral History  
Case Study: Shaun Moores, 1988  
Comparing Methods for Researching Audiences  
 
PART THREE: PRESENTING YOUR WORK
 
Chapter 7. Getting Finished
Criteria for Assessment  
Planning Your Work  
The Project Contents  
Style Matters  
Where to Go from Here  
Glossary  

Extensive, well-structured, and eloquently written, the second edition of Jane Stokes' How to Do Media and Cultural Studies is an indispensable introduction to the theories, practices, and methods of media and cultural analysis. Students wanting to attain an understanding of how to present their work and how they might come to know and do media and cultural studies must read this book.
John Armitage
Professor of Media, Northumbria University


This no nonsense, up-to-the-moment text cuts-to the-chase about how to conduct a research study. Jane Stokes effortlessly and expertly takes the reader by the hand and walks them through the principles, methods and practices of executing 'good' media and cultural studies. If any book can relieve anxieties about actually doing research this is it. Accessible, informed, incredibly useful.
Professor Simon Cottle
School of Journalism, Media and Cultural Studies, Cardiff University


This is the best book available for students facing up to the challenge of writing a dissertation about media and communication. Jane Stokes introduces a wide range of methods for researching audiences, industries and texts, and guides the student through detailed discussion of well-chosen case studies and examples.
Graham Meikle
University of Stirling


One of the subjects I teach addresses Cultural Industries, a field in which I found this book to be an important asset.

Professor Pedro Pereira Neto
School of Sociology and Public Policies, ISCTE - Inst of Soc Sci & Bus Studies
January 31, 2016

Ok text, but too basic for a graduate level course. I will consider adopting it for my new BA level course in cultural analysis.

Dr Kjetil Rødje
Media, Cognition & Communication Dept, University of Copenhagen
May 26, 2015

This introduction is both comprehensive and carefully updated. It helps to orient students in contemporary anthropology as well as in media studies to orient in the immense output of literature in this field in the last decades.

Dr Eckehard Pistrick
Ethnomusicology, M. Luther-University Halle-Wittenberg
March 12, 2015

Stokes' work is the prescribed text for our students in their Advanced Research Project at the honours (4th year) level. Here they conduct their own quantitative or qualitative research from selecting a topic of interest to them, to formalising their year long study in a portfolio which includes the theoretical framework and data analysis. Stokes allows our students a firm footing in their approach to the investigation of Media Studies and its varied elements, offering them an easy to understand background into which their own research may be organised. This book is a good choice for students at the honours level.

Dr Mark Kirby-Hirst
Department of Communication Science, University of South Africa
January 5, 2015

Absolutely essential to anyone doing cultural and media studies, and ideal for my post-graduate students. Recommended for the following courses: COM4809 (mini-dissertation) and COM4802: Media Research Methodology.

Professor Beschara Karam
Department of Communicatin Science, University of South Africa
August 12, 2014

Jane Stokes offers a comprehensive look at quantitative and qualitative methods. This second edition of How to Do Media and Cultural Studies provides an inclusive overview of the methodological perspectives used by media scholars. This book is a great introduction for students at both graduate and undergraduate levels. It is one of the best books that is available for the readers who want to understand phases of research and design projects.

Dr Sermin Tag Kalafatoglu
Department of Cinema and Television, Ordu University
June 6, 2014

A good outline for undergrads on practical media and journalism courses who need to enhance their academic writing skills

Miss Hilary Scott
Arts - Media, English & Culture, University of Northampton
March 7, 2014

A useful addition to any library, this text presents a clear and accessible account of the process of doing media research. The book will prove to be a very handy resource for undergraduate and postgraduate students preparing to engage with media research from a cultural studies perspective.

Dr Alexander Channon
School of Education (Avery Hill), Greenwich University
November 11, 2013

A very useful work for a multiple pathway degree programme. Topics are addressed in an accessible style with helpful guidance towards and through other academic studies.

Ms Diane Charlesworth
lincoln school of media, Lincoln University
October 28, 2013

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