civil society, mass media and democracy in post-communist countries
Mass Media and Society: Introduction to Research
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Transcript of Mass Media and Society: Introduction to Research
Mass Media and Society
Introduction to Research Methods
April 2, 2014
Introduction to research methods
• Lule pages 50-52• Media theories provide
framework for approaching questions about media effects
Research methods• Content analysis• Archival research• Surveys• Social role analysis• Depth interviews
Research methods• Rhetorical analysis• Focus groups• Experiments• Participant observation
‘Basics of Social Science Research’
• Earl Babbie, author• Agreement reality: Things
we “know” as part of culture we share
• Epistemology: Science of knowing; systems of knowledge
Research basics• Methodology: Science of
finding out; procedures for scientific investigation
• Theory: Systematic explanation for observations that relate to a particular aspect of life
• Theory, not philosophy or belief
Causal relationships• Attributes or values are
characteristics or qualities that describe an object: a person
• Variables are logical sets of attributes: male/female, occupation, etc.
• Variables, attributes are foundation for research
Variables• Independent: Taken as
simply given• Dependent: Assumed to
be depended on or be caused by another; for example, income is partly a function of formal education
Purposes of research
• Describing state of affairs• Explaining phenomena• Exploring phenomena• Pure research: knowledge
for sake of knowledge• Applied: Research seeks
to make a difference
Dialectics of research
• Qualitative data are numerical (rating scale, for example); quantitative are not (open-ended survey, for example)
• Both are useful for research purposes
Quantitative vs. qualitative
• Quantitative involves statistical analysis of numerical data
• Qualitative more typically includes field research (interviews, questionnaires) and can generate theories
Avoiding the illogical• In everyday life, we
sometimes reason illogically; researchers seek to avoid this by being careful and reasoning deliberately in observations
• Avoiding generalizing and jumping to conclusions