Measuring media use and exposure
Subtitle: recent developments and challenges
By: Christina Peter / Teresa K. Naab / Rinaldo Kühne (eds.).
Series: Methoden und Forschungslogik der Kommunikationswissenschaft -- 14; Methoden und Forschungslogik der Kommunikationswissenschaft -- 14.
Publisher: Herbert von Halem Verlag
Published: 2019
Place of publication: Köln
Language: eng
Number of pages: 357
ISBN-13: 9783869622873; 9783869622880
Subjects: Mass media; Social aspects; Science in mass media; Attitude theory and measurement; Information technology; Political aspects; Social media; Social psychology; Attitude (Psychology)
Description: The precise measurement of media use and exposure to media content posits currently one of the main methodological challenges in communication research. Against this background, new communication technologies have been gaining particular importance because they change existing patterns of media use and create new types of media use. At the same time, these technologies do not only present a challenge for communication research, but they also provide new opportunities for the assessment of media use.0The volume regards current developments and trends in the measurement of media use and exposure. It includes contributions on the refinement and advancement of classical measurement approaches, new methods for the assessment of media use and exposure, such as the use of online behavioral data as indicators of media exposure, and the combination of measurement approaches to increase accuracy and validity.
Notes: Includes bibliographical references.