A presentation and critique of the use of multiple measures of theoretical concepts for the assessment of validity (using the multi-trait multi-method matrix) and reliability (using multiple indicators with a path analytic framework).
Media Audiences: Effects, Users, Institutions, and Power 2nd Edition explores the concept of media audiences from four broad perspectives: as "victims" of mass media, as market constructions & commodities, as users of media, and as producers & subcultures of mass media.