Mass media research an introduction

[...]... investigated in mass media research are virtually unlimited However, even this short list demonstrates why it’s necessary to understand mass media research because literally every area of the mass media uses research, and anyone who works in the media (or plans to) will be exposed to or will be involved in research Our goal in this book is to introduce you to mass media research and dispel many of the negative... of the media research before the early 1960s originated in psychology and sociology departments at colleges and universities Researchers with backgrounds in the media were rare because the mass media were young But this situation has changed Media departments in colleges and universities grew rapidly in the 1960s, and media Science and Research 9 researchers entered the scene Today mass media researchers... DVDs, Blu-ray, and more Each invention offers a wealth of new research topics and opportunities, and it has been fun to observe how mass communication constantly changes As mass media teachers and professional researchers, we want to provide you with the most detailed and most current information possible However, that is a difficult task with a textbook since changes in mass media research happen... Questions and Problems for Further Investigation References and Suggested Readings 1 2 Part One The Research Process INTRODUCTION When hearing the term mass media research for the first time, many people ask two questions: (1) What are the mass media? and (2) What types of things do mass media researchers investigate? Let’s address these questions before getting to the specifics of research What are the mass. .. within the company or with a research supplier The lower cost of academic researchers sometimes motivates large media companies and groups to use them rather than professional research firms Despite these differences, beginning researchers must understand that academic research and private sector research are not independent of each other Academicians perform many studies for industry, and private sector... Question What Is Research? Data Analysis and Interpretation Getting Started Internal Validity The Development of Mass Media Research External Validity Media Research and the Scientific Method Research Suppliers and Field Services The Methods of Knowing Characteristics of the Scientific Method Two Sectors of Research: Academic and Private Research Procedures Determining Topic Relevance Presenting Results... as well as the negative (antisocial) effects of television Investigating violence on television is still an important endeavor, and new research is published every year Increased competition among the media for advertising dollars was a fourth contributor to the growth of research Most media managers are now sophisticated and use long-range plans, management by objectives, and an increasing dependency... people can benefit from using previously collected data Researchers then have more time to understand and analyze the data 20 Part One The Research Process (Tukey, 1969) All too often researchers collect data that are quickly analyzed for publication or reported to management and never touched again It is difficult to completely analyze all data from any research study in just one analysis, yet researchers... researchers dominate the mass media research field, and now the trend is to encourage cross-disciplinary studies in which media researchers invite participation from sociologists, psychologists, and political scientists Because of the pervasiveness of the media, researchers from all areas of science are now actively involved in attempting to answer media- related questions Modern mass media research includes... the current research effort TWO SECTORS OF RESEARCH: ACADEMIC AND PRIVATE Research is divided into two major sectors, academic and private, which are sometimes called “basic” and “applied,” respectively, although we do not use these terms in this text because research in both sectors can be basic or applied The two sectors are equally important and in many cases work together to answer mass media questions . Third Edition Wimmer and Dominick, Mass Media Research: An Introduction, Ninth Edition General Mass Communication Biagi, Media/ Impact: An Introduction to Mass Media, Ninth Edition Hilmes, Connections:. understand mass media research because literally every area of the mass media uses research, and anyone who works in the media (or plans to) will be exposed to or will be involved in research. Our. Advertising Research 395 Advertising Research and the Internet 399 x PREFACE Things change constantly in all areas of life, and it is sometimes difficult to keep up with all the changes. In every edition