Mass Communication Research Methods provides a systematic and comprehensive introduction to the key research methods and approaches used in the study of mass communication and media. Originating from the internationally renowned Leicester Centre for Mass Communication Research, this book offers an indispensable guide for students in a wide range of courses, including communications, media and cultural studies, and other social science disciplines that offer students the opportunity to research mass communication and media issues. Beginning with a clear and cogent discussion of the principles behind good research, including the key question of how to select the right methods for individual research questions, the authors go on to explore in a thorough and systematic fashion a range of different methods and approaches. From the study of media organizations and the practices of media professionals to media content, representations, and audiences, the development and application of each method is described in depth and the steps involved clearly outlined. Examples of research instruments are given where appropriate, and in each case references for further reading are provided. Mass Communication Research Methods is the definitive companion, reference, and source for everyone involved in mass communication research.