Professor Barrie Gunter
B.Sc. Psychology, University of Wales (UCNW, Bangor), 1975
M.Sc. Social Psychology, University of London (LSE), 1976
Ph.D. Psychology, University of East London, 1980
Professor of Mass Communications
Telephone : 0116 252 3865
e-mail : bg45@le.ac.uk
Career Experience
I am a media research specialist with 15 years experience as an audience and market researcher in the broadcast sector before moving to the academic sector. I took degrees in psychology from the University of Wales (UCNW Banger, B.Sc., 1975), University of London (LSE, M.Sc., 1976) and University of East London (Ph.D, 1980).My doctoral research examined the effects of production variables on audience memory and comprehension of broadcast news. I am a registered chartered psychologist and associate fellow of the British Psychological Society and a Full Member of the Market Research Society.
In 1980 I commenced post-doctoral studies as an Independent Broadcasting Authority (IBA) Research Fellow in London during which I conducted research into methodologies for classifying violence on television. I subsequently joined the research department of the IBA as a research officer in 1982, being promoted to senior research officer (1984) and then to Head of Research (1987). As the IBA’s Head of Research, I was responsible for running all the Authority’s audience research, devising its research strategy, liaising with in-house clients in specialist regulatory departments and divisions, and acting as research spokesperson. I represented the IBA on industry research bodies such as the Broadcasters’ Audience Research Board and Group of European Audience Researchers, and was management board member of the media industry think-tank, the Broadcasting Research Unit.
In 1991, I was appointed as Head of Research of the new commercial television regulator in the UK, the Independent Television Commission. I managed the Commission’s research department, controlled its research budget, devised research strategy, and acted on behalf of in-house clients in managing research commissions from outside suppliers. I also played a key role in the assessment of Independent Television licence applications at the time of ITV licence renewals in 1990-1991.
In 1994 I took a chair in Journalism Studies at the newly formed Department of Journalism Studies, University of Sheffield where I also became the Department’s Director of Research and head of its doctoral programme. At Sheffield, I conducted the biggest content analysis study ever undertaken in the UK on violence on television for the broadcasting industry.
I took the Chair in Mass Communications at CMCR, and became the new Director of the Centre in February 2005. In January 2006, CMCR was upgraded to departmental status and re-launched as the Department of Media and Communication of which I became the Head.
Research Interests
My main research interests include media violence, the impact of broadcast news, effects of television on public opinion, the effects of advertising on young people, the use and impact of new interactive media. I have also conducted research on a wide range of other media, marketing and management issues.
My recent research has centred on the use and impact of new media (in particular the Internet and digital interactive television). I am particularly interested in the use of the web as an information source and in the impact of Internet-related behaviour on use of other media, especially television.
I have continued to conduct research and to write about the influence of television advertising, among children and adults. Much of this recent work has focused on alcohol advertising and young people’s drinking. In addition, with two colleagues in my department, I recently conducted research for the Food Standards Agency on the nature of formula product advertising targeted at young mothers.
I have also been involved in research from the British Library with colleagues at University College London on the use of online tools for information search in the context of higher education.
