Arthur Asa Berger's essential guide to undertaking applied or practical research in media studies is designed to provide introductory techniques that allow students to engage immediately in their own research projects. In so doing, students learn various ways of conducting communication research both in theory and practice. In response to suggestions from users of the First Edition, Berger has added new chapters in each of the following areas: experimentation, historical research, comparative research and participant observation.

Writing with Style

Writing with Style

Writing with style

Rhetoric, as I have discussed in Chapter 7, is technically defined as the “science of persuasion.” For purposes of this chapter, however, we will consider rhetoric as it applies to effective writing. I discuss below a number of techniques that can be used in writing so that readers will find it interesting, entertaining, informative, fascinating, and easy to understand.

It is not a bad idea (even if it isn't true) to assume that all readers are reluctant and would rather be watching television. Thus in order to get people to read something you have written, you must take pains to attract their attention, gain their interest, and make it easy (and desirable) for them to continue reading what you have written. ...

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