Discussing the theoretical underpinnings of media research methodologies, this book provides a broad overview of the methodological perspectives adopted by media researchers in their attempt to derive a better understanding of the nature, role, and impact of media in society. By tracing the epistemological and theoretical roots of the major methodological perspectives, the book identifies the various schools of social scientific research that have determined the major perspectives in the area. It discusses the relative advantages and disadvantages of quantitative and qualitative methods, and examines recent trends that signal a convergence of approaches. Chapters in the book are: (1) Evolving Theoretical Background of Media Research; (2) Overview of Media Research Methodologies: Audiences; (3) Overview of Media Research Methodologies: Media Output; (4) Measuring Media Usage and Exposure; (5) Measuring Affective Responses to Media; (6) Measuring Cognitive Responses to Media: Attention and Comprehension; (7) Measuring Cognitive Impact of Media; and (8) Measuring Behavioral Impact of Media: From Association to Causation. (Contains approximately 650 references.) (RS)