Research techniques in media institutions and audience research.

RESEARCH TECHNIQUES USED IN MEDIA RESEARCH

Researching Media Institutions

 

When researching media institutions, the researcher can use either qualitative research designs, quantitative research designs or both methods. The type of research is influenced by the nature of the problem, funding, time etc. A qualitative approach is used to explore, describe and explain observations and experiences and it provides in-depth understanding about the observed. A quantitative approach on the other hand is more focused on quantifiable, empirical data (Altheider & Schneider 2013 & du Plooy 2009).

As a researcher, always keep in mind the ethical requirements when conducting and reporting your research. Ensure that the research participants even if they are an entire institution, have given and signed off consent which also deals with issues of confidentiality. Maintain your integrity, be aware of bias and be ready to make or be confronted with ethical decisions along the way (Altheider & Schneider 2013 & Holt & Perren 2008).

Sampling and how the researcher chooses the institution to research is important. The researcher needs to think about reliability (consistency of results when using a different sample) and validity (having the measuring instrument measure what is says it measures). The researcher can use random sampling methods or non-random methods such as convenience sampling (Mytton 1992 & du Plooy 2009).

A data gathering technique a research can use when investigating media institutions is participant observer. The research may observe the institution by going to the institution and watch the daily operations, speak to staff and management and/or even observe how the media reports or interact with the specific institution being researched. This technique gives the researcher direct information which makes the report reliable. Interviews are also a great technique to get in-depth information about relationships, perceptions and other phenomena (Stokes 2003).

Another method is archival research or document analysis where the researcher uses existing data to collect the information he/she needs. The researcher needs to have done extensive reading prior to digging through the institution’s archives as this will give him/her a sense of direction in terms of what he/she is looking for. The material studied could be documents of past policies, government communication documents, old video or audio tapes, old newspapers and journals. Gaining permission to access the archives is a key ethical requirement (Stokes 2003). 

It is important to note that research does not produce change or make decisions but it can be a map or a magnifying glass that reveals what is hidden or too small to see (Mytton 1992).

1.2  Application To Media Audience

When it comes to applying the techniques discussed in media institution research, there are similarities and differences. When it comes to participant observations, the researcher can observe participants if they are grouped like a class to watch specific content the researcher is researching about (Stokes 2003 & Mytton 1992).

The major difference between observing the media institution and audience is that the institution was observed in it natural setting while the audience is not. The researcher cannot go into the homes, offices or schools of the participants as these are the places they consume the media.

Regarding interviews, the way the interview is conducted can be similar for both groups. What would be difficult is conducting focus groups for media institutions or even panels which are techniques used to collect data about the media audience (Mytton 1992).

When using document analysis or archival research in audience research, the problem the researcher can come across is that there is little data available. Very few have kept old newspapers and recordings as well as diaries. The way that document analysis can be used is if the researcher asks the participants to begin writing diaries that they will submit to him/her at the agreed-upon time. The issue with this is that some people will forget, not do it at all or others have literacy issues (Stokes 2003 & Mytton 1992).   

Other methods of collecting media audience data include posting or mailing questions or conducting interviews over the phone. Meters can also be installed on participants’ TV or radio sets. Appreciation Indices can also be used (Mytton 1992).

When using methods such as interviews, it is sometimes best to test the questions on a group of people that are not part of your sample so that you can see where changes or improvements are needed, which is a pilot test. It is also important that participants can ask questions, seek clarity and be attended to.

 

 

CONCLUSION

When it comes to media audiences and institutions, there are changes and continuities. Technology, politics, economy and socio-cultural factors play a role in the changes that occur within media institutions and the audience. The research into the media is useful for the media and other interested parties, and has a commercial value. Studying the audience can reveal their attitudes, behaviours and provide new ideas for content producers. Researching media institutions can reveal power relations within the institution, how the media relates to other stakeholders such as the governments and advertisers as well as how they produce their content. It is important to conduct research in an ethical manner as a researcher.

 

 

 

 

 

 

 

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