Over the last decade there has been a growing use of qualitative research methods in the study of social and cultural change. Incorporating theoretical insights from discourse analysis, ethnography and reception theory, such research has proved an enlightening mode of analysis. This handbook is one of the first devoted to the utilization of such methods in mass media research. It includes contributions from those at the forefront of communication studies who apply a developing methodology to media contents, contexts and audiences. Among others, Gaye Tuchman writes on news production, Dave...