Course Description
Research is central to all media activity, whether carried out in commercial, public or academic contexts. This course aims to bring together the theoretical and practical elements of research in the media. Students will be exposed to various research methodologies, both quantitative and qualitative, as they affect the changing media landscape and its evaluation. They will also be exposed to different theoretical paradigms of media research, analysis of competing frameworks for defining the media as an object of study, and to debate on issues such as research ethics, effective communication of research findings and cultural sensitivity, among others.
Learning outcomes
- Demonstrate a sound knowledge of basic research methods
- Explain thoroughly the significant risk and ethical issues raised by the conduct of media research
- Demonstrate a working knowledge of the theories and frameworks through which media are analysed and understood
- Demonstrate familiarity with research into media audiences and users
- Develop an understanding of media industries and institutions, particularly the role that research plays within the knowledge economy and future career development
Course Content
- The general nature of media research as social inquiry
- Interviewing
- Discourse analysis, social network analysis
- Quantitative and qualitative methods
- Content analysis, visual analysis,
- Survey design/questionnaires,
- Case studies, ethnography, and participant observation,
- Research ethics.
Required Textbooks
- Wimmer, Roger D., &Dominick, Joseph R. (2006) Mass Media Research: An Introduction (8th ed.). Belmont: Thomson Wadsworth.
- Berger, Arthur A. (2011). Media and Communication Research Methods. (2nd ed.).Los Angeles: SAGE Publications.
Recommended Textbooks
- Anderson, James A. (2012). Media Research Methods: Understanding Metric and Interpretive Approaches.Thousand Oaks, Calif.: SAGE.