Mass Media and Society Chapter 11: Internet and Social Media
Mass Media and Society: Introduction to Research
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Transcript of Mass Media and Society: Introduction to Research
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Mass Media and Society
Introduction to Research Methods
April 2, 2014
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Introduction to research methods
• Lule pages 50-52• Media theories provide
framework for approaching questions about media effects
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Research methods• Content analysis• Archival research• Surveys• Social role analysis• Depth interviews
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Research methods• Rhetorical analysis• Focus groups• Experiments• Participant observation
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‘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
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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
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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
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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
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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
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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
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Quantitative vs. qualitative
• Quantitative involves statistical analysis of numerical data
• Qualitative more typically includes field research (interviews, questionnaires) and can generate theories
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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