MASS MEDIA RESEARCH AND INTRODUCTION NINTH EDITION ROGER D. WIMMER JOSEPH R. DOMINIC CHAPTER 01
SCIENCE AND RESEARCH
Research is a journey from unknown to known. Scientific research (Basic) is a systematic inquiry that investigates research hypothesis suggests new interpretations of data or text and poses new questions for future research to explore.
The main feature of the scientific research is public, objective, empirical, predictive, systematic and cumulative .while social research is gathering of data which helps us to answer the questions related to various aspects of society and it also enables us to understand the social phenomenon. Social research is evolved in psychology, sociology and mass media. In the current era it is a well-established field. Like a scientific research mass media research consist four phases. The medium itself: research revolves around the medium the ingredients of research questions is 5W plus one H. Uses and users of the medium: information accumulated about the user’s classification, their objectives and achievements about medium. Effects of the medium: Analysis of social and psychological effects of the medium. How the medium can be improved: investigation how new technologies enhance the medium performance .C.S Peirce a social scientist describes four methods of knowing which helps to people set their belief and draw the conclusion from premises. Method of Tenacity “we follows the logic which may be true or not because it’s simple, direct and strong but blind and unjustified” Method of Intuition” based on self-evidence or stands with reasons” Method of authority “emphasis on the source not on the gaining information method ‘’ Scientific Method “based on empiricism and objectivity .universal truth . The scientific method is the only learning approach that allows for self-correction of research findings one study does not stand alone but must be supported or refuted by others. The increasing ratio of research in mass media filed mainly attributable to the rapidly developing technology of the media industry. Because of this growth in research, both applied and theoretical approaches have taken on more significance in the decision making the process of the mass media and in our understanding of the mass media.
This chapter described the process involved in identifying and developing a topic for research investigation. It was suggested that researchers consider several sources for potential ideas including critical analysis of everyday situations. The research methods followed in mass media research is investigator choose a topic /problem. The researcher should develop an appropriate method of analysis and then proceed through data analysis and interpretation to a clear and concise presentation of results. Results of single survey or other research approach provide only indications of what may or may not exist .while conducting research investigator must be constantly aware of potential sources of error that may create spurious results. If a study is helpful to understanding mass media it results must be generalize-able to subject and groups other than those involved in experiment .external validity can be achieved through random sampling.