O'Reilly logo

Ratings Analysis, 4th Edition by Lawrence Lichty, Patricia Phalen, James Webster

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

CHAPTER 10

Audience Research in Social Policy

Electronic media play a central role in modern economic and social life. They facilitate the exchange of goods and services, help elect political candidates, and open or close the marketplace of ideas that is so essential to democracies. They may even shape our perceptions of reality. Given the powers commonly attributed to media, it is no surprise that they have been studied by social scientists from a wide variety of disciplines.

Since the earliest days of radio broadcasting in the 1920s, proponents and critics wondered how the medium would affect society By the 1930s, a high-powered government committee on social trends appointed by President Hoover listed more than 150 effects of radio, from homogenizing ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required