Metodbevispost

Focus Groups in Media Research

A focus group is a moderated discussion among a small group of participants, used in media research to explore how audiences interpret, talk about, and respond to media content. Its distinctive value lies in the group interaction itself: participants build on, challenge, and refine one another's views, surfacing shared meanings and contested interpretations that individual interviews or surveys would not reveal.

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Focus Group Method for Media and Audience Research

Taxonomisk metodpost · process-pipeline / communication

Morgan, D. L. (1996). Focus groups. Annual Review of Sociology, 22, 129–152. · DOI 10.1146/annurev.soc.22.1.129
Hall, S. (1980). Encoding/decoding. In S. Hall, D. Hobson, A. Lowe, & P. Willis (Eds.), Culture, Media, Language: Working Papers in Cultural Studies, 1972–79 (pp. 128–138). London: Hutchinson. · ISBN 9780415079068

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