Request Inspection Copy

If you are an Academic or Teacher and wish to consider this book as a prescribed textbook for your course, you may be eligible for a complimentary inspection copy. Please complete this form, including information about your position, campus and course, before adding to cart.

* Required Fields

To complete your Inspection Copy Request you will need to click the Checkout button in the right margin and complete the checkout formalities. You can include Inspection Copies and purchased items in the same shopping cart, see our Inspection Copy terms for further information.

Any Questions? Please email our text Support Team on


Email this to a friend

* ALL required Fields

Order Inspection Copy

An inspection copy has been added to your shopping cart

How to Do Media and Cultural Studies 2ed

by Jane Stokes SAGE Publications Ltd
Pub Date:
Pbk 264 pages
AU$79.00 NZ$82.61
Product Status: In Stock Now
add to your cart
& Academics:
Available as eBook
AU$63.00 | NZ$72.70

Other Available Formats:

The Second Edition of this student favourite takes readers step-by-step through the theories, processes and methods of each stage of research. From creating a research question, to designing the project, to writing it up. It enables students to have a clear sense of how their own work relates to broader scholarship, and inspires understanding of why studying the media matters.

Now 20% bigger, new features include:

• Brand new chapters on the 'how' and 'why' of researching media and culture

• All new case studies spotlighting the international media landscape

• Online readings showing you how methods get used in real research

• Essential new material on ethnography, digital content analysis, online surveys and researching blogs.

Perfect for students of all ranges, How to Do Media and Cultural Studies continues to provide the clearest and most accessible guide to media and cultural studies students embarking on their own research.

Chapter 1. How Do We Know Anything about Anything?
What Is Knowledge?
How Do You Build a Toaster?
Four Ways of Knowing
Ways of Knowing in Oral Cultures
The Impact of Writing on Ways of Knowing
Classical Epistemology and Rhetoric
So, What Makes a Good Argument?
The Modern Way: Seeing Is Believing and the Scientific Revolution
The Revolution of the Structure of Scientific Revolutions
The End of the Modern
Post-Modern Ways of Knowing
Chapter 2. Why Do We Do Media and Cultural Studies?
Approaches to Media and Culture before Media Studies
The Industrial Revolution, Modernity, Media and Culture
The Twentieth Century
The Payne Fund Studies
'Why We Fight': Propaganda and World War II
The Frankfurt School
Technological Determinism and the Social Shaping of Technology
The French Influence and <i>Cahiers du Cin</i>é<i>ma
Mass Culture Debates in the 1950s
The Founding of British Cultural Studies
The 1960s and Cultural Studies in Academia
The 1970s' Media Education Movement
The Turn to the Reader
Feminist Interventions
Sexuality, the Body and Queer Theory
Post-Colonialism, Identity, Race and Difference
New Media, New Paradigms?
Chapter 3. Getting Started
Getting Started
Designing Your Research Question: Industry, Text or Audience?
The Key Elements of a Research Question
Writing Your Research Question
Reviewing the Literature
Writing Your Project Proposal
Chapter 4. Researching Industries: Studying Institutions and Producers of Media and Culture
What Are the Media and Cultural Industries?
Studying the Media and Cultural Industries
Four Methods for Researching the Media and Cultural Industries
Archive Research
Case Study: Paddy Scannell and David Cardiff, 1991
Case Study: Sue Arthur, 2009
Discourse Analysis
Case Study: John T Caldwell, 2008
Case Study: Chrys Ingraham, 2008
Case Study: Jeremy Tunstall, 1993
Case Study: Stefan Haefliger, Peter Jäger and Georg Von Krogh, 2010
Interviews About The Past
Case Study: Stuart L Goosman, 2005
Ethnographic Research
Case Study: Hortense Powdermaker, 1951
Case Study: Anthony Cawley, 2008
Methods and Approaches Discussed in this Chapter
Chapter 5. Researching Texts: Approaches to Studying Media and Cultural Content
How to Research Media and Cultural Content
Semiotic analysis
Case Study: Barthes, Roland, 1984
Case Study: Richard K Popp And Andrew L Mendelson, 2010
Case Study: Marcia A Morgado, 2007
Content Analysis
Case Study: Glasgow Media News Group, 1976
Case Study: Jeffery P Dennis, 2009
Case Study: James Curran, 2000
Discourse Analysis
Case Study: Kari Andén-Papadopoulos, 2009
Case Study: Alim, H Samy, Jooyoung Lee and Lauren Mason Carris, 2011
Typological Methods of Analysis
Genre Study
Case Study: Jane Feuer, 1982
Case Study: Jessica Ringrose And Valerie Walkerdine, 2008
Auteur Study
Case Study: Thomas Elsaesser, 2011
Star Study
Case Study: Richard Dyer, 1987
Comparison of Research Methods Discussed in this Chapter
Chapter 6. Researching Audiences: Who Uses Media and Culture? How and Why?
Methods Discussed in this Chapter
Why Study Audiences?
Researching Media Effects
The Ethics of Audience Research
Survey Research
Case Study: Ien Ang, 1985
Case Study: Lisa M Tripp, 2010
Case Study: Andrea Millward Hargrave, 2000
Focus Groups
Tim Healey and Karen Ross, 2002
Case Study: Daniel Miller 2011
Oral History
Case Study: Shaun Moores, 1988
Comparing Methods for Researching Audiences
Chapter 7. Getting Finished
Criteria for Assessment
Planning Your Work
The Project Contents
Style Matters
Where to Go from Here

Extensive, well-structured, and eloquently written, the second edition of Jane Stokes' How to Do Media and Cultural Studies is an indispensable introduction to the theories, practices, and methods of media and cultural analysis. Students wanting to attain an understanding of how to present their work and how they might come to know and do media and cultural studies must read this book.John Armitage
Professor of Media, Northumbria University

This no nonsense, up-to-the-moment text cuts-to the-chase about how to conduct a research study. Jane Stokes effortlessly and expertly takes the reader by the hand and walks them through the principles, methods and practices of executing 'good' media and cultural studies. If any book can relieve anxieties about actually doing research this is it. Accessible, informed, incredibly useful.Professor Simon Cottle
School of Journalism, Media and Cultural Studies, Cardiff University

This is the best book available for students facing up to the challenge of writing a dissertation about media and communication. Jane Stokes introduces a wide range of methods for researching audiences, industries and texts, and guides the student through detailed discussion of well-chosen case studies and examples.Graham Meikle
University of Stirling

Jane Stokes - University of East London