Unit 1
Unit 1
Unit 1
AND SCOPE
Structure
1.0 Introduction
1.1 Learning Outcomes
1.2 Research: Concept and Role
1.2.1 Definition
1.2.2 The Central Concept
1.2.3 Growth and Development
1.2.4 Importance of Research
1.3 Research: Nature and Characteristics
1.3.1 Nature of Research
1.3.2 Characteristics of Scientific Research
1.4 Purpose of Research
1.5 Scope of Communication Research
1.6 Let Us Sum Up
1.7 References and Further Readings
1.8 Check Your Progress: Possible Answers
1.0 INTRODUCTION
Research in mass communication has developed into a full-fledged area of
academic activity. Today it is multi-faceted and covers a wide variety of topics.
Often, it is a product of inter-disciplinary research drawing upon research methods
adopted by different social sciences like sociology, political science, psychology
and others. From effects research to textual analysis to critical discourse analysis
to semiotics, a wide spectrum of research methods are applied to various
communication situations.
At this stage it is important for you to understand that research is a way of thinking
as well as a skill which can be acquired. Research involves a holistic critical
examination of an issue; identification and explanation of the principles that
govern a given process; a search for solutions; and a statement of predictions.
This is done for promoting knowledge and building theory and it is also done to
find solutions to real life issues and problems in industry and society.
11
Communication Research
1.1 LEARNING OUTCOMES
After working through this unit, you should be able to:
discuss the concept, role and importance of research;
describe the nature and characteristics of research;
differentiate between Pure and Applied Research; and
outline the purpose and scope of mass communication research.
1.2.1 Definition
Research can be defined as a careful investigation or inquiry especially through
search for new facts in any branch of knowledge. Here, the term ‘search’ is
important as researchers are looking for answers and can never be sure where
they will find them or what they will find. In fact, the word ‘research’ can be
seen as a composition of two syllables, re and search, suggestive of a continuous
search for truth and disrespect for the status quo.
Within social sciences, we find the same emphasis in research on inquiry for
theory building and on testing out of and verification of existing theories. In the
past century, communication as a subject has drawn its theoretical basis from
both physical and social sciences and has emerged as a discipline that is both
multi and interdisciplinary. Communication research draws from the definitions
of social scientists but focuses on any “research discipline that can shed new
light on mass communication processes, effects, institutions and institutional
change” (Westley and Stempel, 1981).
There is also a symbiotic relationship between theory and research; each is part
of the process as also the result of the other. Findings from research feed into
theory; which in tum forms the basis for further enquiry. Every theory in
communication that has been propounded till date is a result of numerous revisions
and refinements, many at the hands of the original author him/herself. Some
theories have stood the test of time while others have not- thus have been rejected.
For instance, as discussed in Course MJM-030, the Bullet theory of the early
1900s made way for the Two-step Flow hypothesis of the 1940s; Everett M.
Rogers’ Diffusion of Innovations theory of 1971 saw a reversal barely five years
later making the original premise of the theory irrelevant. Other theories of media
importance in development were also set aside when repeated results showed
12
that this was not the case. Thus, both theory and research are necessary to validate Research: Concept, Nature
and Scope
or refute each other.
The second major force was the Manufacturers’ /Advertisers’ Lobby. Mass
production of goods had taken place during the wars and once the wars were
over, manufacturers were looking for buyers. In a market scenario, where supply
exceeded the demand, they recognised the importance of message effectiveness
and media planning in reaching out to the target buyers. They demanded hard
facts regarding circulation figures, demographics of readers etc. from the
publishers so that they could tailor and place the advertising messages accordingly.
So research began to be conducted on the science and art of communication.
The third force was that of the Publishers’ Lobby. From an earlier time, when the
printer was also the publisher, the one-man printing establishments grew into an
industry. Publishers recognised the profit in selling newsprint space to advertisers.
They also realised that more readers meant more advertisers. Research began to
be conducted into, ‘who the readers were and what they wanted’ - resulting in
extensive readership and audience surveys.
The fourth social force was Public Concern. As media became more and more
powerful and intrusive, people began to be more concerned about media impact
on their personal and professional lives as well as on society. Thus began
institutional and public policy research in communications.
In Phase 1 there is an interest in the medium itself. What is it, how does it work,
what technology does it involve, how is it similar to or different from what we
already have, what functions or services does it provide, who will have access to
the new medium, how much will it cost? All these questions can be asked of the
Internet, Mobile Telephony and other forms of New Media.
Phase 2 begins once the medium is developed. Here the focus is on the uses and
users of the medium. For instance, what are the extent and nature of activities
possible with the use of New Media by different users? What is the demographic
profile of the user? Are the young using it more? Do women use the Internet
more for socio-communicative purposes as compared to men who use it more
for informative purposes? Is the Internet a functional alternative to traditional
media? Is it being used in ways that were not originally intended?
Phase 3 investigates the social, psychological and physical effects of the medium.
How much time is spent in using the medium? When does the use become abuse/
misuse? How much does it help? Do the shy take advantage of online anonymity
13
Communication Research to express themselves more freely? Does it reduce the necessity of physical
activity? Can it be combined with other media to make it more useful? Does it
change people’s perspective? Does it enable a level playing ground in business?
Phase 4 focuses on how the medium can be imp roved - either in terms of usage
or technology, for instance, by improving transmission and reception, by
increasing the penetration, by making it more valuable through improvement in
content etc. This phase has been largely driven by the private sector. Intra and
inter-media competition for a larger profit share has ensured that the focus remains
on how to retain audience share and increase it by attracting it away from the
competition. Consumer comfort becomes the business mantra for success.
14 .......................................................................................................................
2) What is the central concept of Research? Research: Concept, Nature
and Scope
.......................................................................................................................
.......................................................................................................................
.......................................................................................................................
.......................................................................................................................
3) List four reasons for the growth of research.
.......................................................................................................................
.......................................................................................................................
.......................................................................................................................
.......................................................................................................................
4) What is the importance of research?
.......................................................................................................................
.......................................................................................................................
.......................................................................................................................
The word ‘empirical’ comes from the Greek word ‘empiricism’ which means
experience. Researchers are concerned with what is observable and potentially
measurable. For instance, the problem of declining circulation figures can be
investigated, identified and measured in numerical terms. With the findings,
solutions to address declining circulation can be suggested.
Since research depends on observations, the factors or variables under study are
defined in operational terms (as operational definitions) so as to be either observed
or measured i.e. observable behaviour patterns that can be connected to represent
abstract (covert) concepts. For instance, if we argue that modernity in an individual
is associated to educational levels, the variable of education can be easily
measured in terms of the educational degree possessed such as matriculate,
graduate etc. The variable of modernity, being more abstract and complex, can
be measured in terms of how the respondent tests on a readily available scale,
such as K.S. Yang’s Multiple Modernity Scale or on a scale created by the
researcher to measure the responses on concepts related to modernity.
Research is objective
All human beings have their own attitudes and perspectives on different aspects
of life. The attitudes and perspectives are a result of the educational and
socialisation process in the culture in which we have grown up. Such attitudes
can affect the way in which we conduct research. Therefore, in order to be accurate
in research, it is important that the research process be objective and as free as
possible of biases and pre-conceived notions, following the scientific method.
The scientific method presupposes ethical neutrality on the part of the researcher
and tries to rule out personal biases and judgments by laying down explicit rules
and procedures in place for the study. Each approach or method of research may
have different ways of reducing bias and prejudice, but at the basic level, rules
and procedures exist. Among the most important is that the data collected during
the course of a research study should speak for itself - rather than be tilted in
favour of a researcher’s opinions. Results are often not as we expected them to
be, but the facts must stand on their own and reflect an objective finding which
is as free of bias as possible. As the noted psychologist B.F. Skinner wrote in
Science and Human Behaviour, “Research projects do not always come out as
one expects, but the facts must stand and the expectations fall. The subject matter,
not the scientist, knows best.”
16
The ‘creative’ part of research is usually limited to the identification and Research: Concept, Nature
and Scope
formulation of the research problem. But once the methodology is framed, its
implementation should be as per the laid down procedures as the methodology
of a study determines the reliability and validity of the findings and in tum
contributes in knowledge generation. For instance, a researcher, based on his
observation, that majority of people discuss the stories covered by a specific
newspaper may hypothesise that it is the largest selling newspaper, but it is only
the collection of primary or secondary data that will support or reject the
hypothesis.
Research may start with a single, carefully observed event and progress ultimately
to the formulation of theories and laws. These theories, in turn are applied to
other single carefully observed events and compared with previous results.
Following a constant cycle of testing and verification, theories are built, tested,
rejected, and rebuilt.
Research is predictive
Science is concerned with relating the past/present to the future. Research strives
to develop theories because they are useful in not just understanding the past/
present, but in predicting future behaviour in different situations.
17
Communication Research Research is public
Applied Research
Applied research is also conducted in the areas of advertising and public relations.
In the former case, research is conducted along cognitive, affective and
behavioural dimensions i.e. how advertising copy should be crafted so that it
provides both information and entertainment while at the same time prompting
action in the form of product purchase/attitude change. Research is also conducted
to determine the right media mix - markets, budget allocations, choice of media
channels, message distribution and advertising mechanics such as purchase of
time units, print space etc.
Media messages inevitably include use of technology. For example, you read
newspaper, watch television, listen to radio, use mobile phone or see film in a
cinema hall. All these activities consist of areas of research within communication
research. Anything and everything about communication can be researched; who
is creating communication, what is being communicated, how the communication
is being sent and how is it being received, which communication is reaching the
receiver and what are the effects of communication - all these are within the
purview of communication research.
This is the introductory unit of the course. Subsequent units will take you through
a logical sequence of how to carry out communication research in much greater
detail. Therefore, understanding the basic concepts presented in this unit is
essential and you may read through the unit again, if you need to, so that you
understand the full background of the subject.
2) The central concept of research is ‘tentative truth’. The word ‘research’ can
be seen as a composition of two syllables, re and search, suggestive of a
continuous search for truth and disrespect for the status quo.
3) The four major reasons for the growth of research are the World Wars,
Manufacturers’/Advertisers’ Lobby, Publishers’ Lobby and Public Concern.
4) The four phases of development in research are the medium, uses and users
of the medium, effects of the medium and improvements of the medium.
22
Check Your Progress 2 Research: Concept, Nature
and Scope
1) The scientific research method is empirical, objective, systematic and
cumulative, predictive and public.
2) Empiricism is derived from ‘experience’ - something that can be observed
and measured.
3) Objectivity in research is ensured by focusing on method which should be
detailed and logically defensible.
Check Your Progress 3
1) Anthropology, Psychology, Political Science, and Sociology.
2) Communication researchers study the following:
Communication production, transmission and meaning making
Content or form of communicative messages
Functions and effects of communication messages.
3) Some methods used in communication research are surveys, content analysis,
experiments whereas qualitative analysis includes ethnographies, case
studies, semiotics, and rhetoric analysis.
23