القياس و بناء المقاييس في الدراسات الإعلامية

الملخص EN

The communicative behaviour of individuals is influenced by attitudes, which affect their?judgements, perceptions and reactions towards the media and communication contents.

Since the trends are not easily noticeable , methods have been used to measure them by respondent’s reactions on customized questionnaires that reflect their thinking, feelings and potential feed-ups to the questioned subject .

Measuring trends of members of the audience toward media and media messages is one of the most important topics of media studies.

So this scientific article aims to highlight and clarify the most important common metrics in media studies with illustrative examples