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MAIN CHARACTERISTICS OF FIVE AUDIENCE RESEARCH TRADITIONS
Uses and Gratifications Research Tradition Reception Analysis Cultural Studies Literary Criticism Verbal Verbal Verbal Semi-formalized Central Central Central Less central Central Less central Peripheral Central Less central Less central Less central Central Mainly Humanist Humanist Humanist Social science Almost never Almost never Seldom S

Effects Research Semi-formalized Less central Central Less central Social science Often Often Sometimes Seldom As a rule Seldom As a rule As a rule Sometimes

TABLE 5.1 Type of Theory Focus of Theory: Message Audience Social System Type of Methodology Approaches Experimental Survey In-depth Interview Message Analysis T echniques of Analysis Statistical Interpretive Modes of Presentation Numerical,Tabular Verbal, Analytical Verbal, Narrative