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date: 15 July 2020

Abstract and Keywords

Qualitative research is a family of approaches designed to study people’s experiences. In media psychology it is used to study the experiences of receiving and creating media messages and for analyzing media messages. Qualitative research principles also can be used in content analysis to study message meanings. Ethnographers, grounded theory researchers, and phenomenological researchers developed techniques and procedures employed in contemporary qualitative research. Qualitative researchers produce descriptive findings by analyzing gathered and generated information. This analysis leads to a description of the structures that produce meaning and understanding of media-communicated events. The analyzed information is generated through interviews and focus groups and gathered from media presentations and documents.

Keywords: concepts, ethnography, grounded theory, interviews, media psychology, qualitative research

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