The transformations of people’s relations to media content, technologies and institutions raise new methodological challenges and opportunities for audience research. This edited volume aims at contributing to the development of the repertoire of methods and methodologies for audience research by reviewing and exemplifying approaches that have been stimulated by the changing conditions and practices of audiences. The contributions address a range of issues and approaches related to the diversification, integration and triangulation of methods for audience research, to the gap between the researched and the researchers, to the study of online social networks, and to the opportunities brought about by Web 2.0 technologies as research tools.

part 1|53 pages

Audience Research Methods between Diversifi cation and Integration

chapter 1|14 pages

Audience Conceiving among Journalists

Integrating Social-Organizational Analysis and Cultural Analysis through Ethnography

chapter 2|17 pages

Audience Research Methods

Facing the Challenges of Transforming Audiences

chapter 3|16 pages

Triangulation as a Way to Validate and Deepen the Knowledge about User Behavior

A Comparison between Questionnaires, Diaries and Traffic Measurements

part II|53 pages

Bridging the Gap between the Researched and the Researcher

chapter II 5|20 pages

Researching Audience Participation in Museums

A Multimethod and Multisite Interventionist Approach

chapter II 6|17 pages

Researching Ethnic Minority Groups as Audiences

Implementing Culturally Appropriate Research Strategies

part 3|49 pages

Studying Online Social Networks

chapter 3 7|17 pages

Exploring the Potential of Creative Research for the Study of Imagined Audiences

A Case Study of Estonian Students' Sketches on Typical Facebook Users

chapter 3 8|16 pages

Analyzing Online Social Networks from a User Perspective

A Quantitative-Qualitative Framework

part 4|50 pages

Web 2.0 Technologies as Research Tools

chapter 10|19 pages

Digging the Web

Promises and Challenges of Using Web 2.0 Tools for Audience Research

chapter 11|16 pages

Twitter And Social TV

Microblogging as a New Approach to Audience Research

part V|15 pages