Components of the research proposal continued

By Garland-Waide Bradford

This blog continues outlining the research proposal components. The previous blog started off the process. It outlined and reflected on the several elements including the problem statement, background, purpose, and significance of the research problem.

The components that will be discussed continues the scientific method as applied to communications research. These steps are important in that it allows the researcher to be continually aware of making sure that the project can be replicated in the future. It also builds on the knowledge that has been gathered in the past. Science builds on and challenges the discoveries of the past. In this way humanity is able to advance our understanding of natural, in this case, and communication phenomena.

Methodology

The methods being applied to research is important.  It is informed by the research problem. It creates the framework for the research to take place in (Wagner, Kawulich & Garner 2012:51).  This is the step by step way in which the researcher will conduct the research. This is where the data collection takes place. The way this is done is important to ensure the integrity of the investigation (Wagner, Kawulich & Garner 2012:52).

Ontologically (Wagner, Kawulich & Garner 2012:51) the researcher has seen and experienced the negative effects of stereotypes on the issue of identity. Most media portrayals of the Coloured identity has followed a specific mythos. This has had a negative impact on discussions around race, identity and diversity around the label Coloured. The mythos ignores the history of the group and creates the myth that the mixed race group’s issues are that of a minority and has no global impact.

Epistemologically (Wagner, Kawulich & Garner 2012:51) the researcher, as a Coloured person, has consumed and supported content created for and by those who are labelled Coloured. Through anecdotal research there was a trend in how the group is portrayed.  As a media practitioner this led to discussions with other media practitioners who see themselves as Coloured around this issue. The issue requires several communications research to be undertaken to truly understand the impact of these stereotypes on the context and idea of the Coloured identity.

Axiological (Wagner, Kawulich & Garner 2012:51)  the researcher believes that the mythos of the Coloured person as a stereotype and as part of a homogenous group has done harm to the group’s ability to gain access to the media.  Although, the group is a minority, it is still very under-represented when compared to other minority groups. There is still a misunderstanding of what the group is. Many people believe that all Coloured people speak Afrikaans and English as home languages. Where in the Eastern Cape it would more likely be Xhosa and English. Where in Kwa-Zulu Natal it would more likely be that the group only speaks English.  The mythos has also created the idea that coloured people fall in a particular colour hue of brownness that does not include being able to look like a white person or a black person. This contributes to the idea of the stereotype of the coloured as a homogenous group.

Methodologies are underpinned by philosophies that drive them (Wagner, Kawulich & Garner 2012:51). There are methods under these, like; Postcolonial, Positivist or the Constructive paradigms.  For the purpose of this research the research has chosen the Postcolonial paradigm and will make use of content analysis to capture the data (Wagner, Kawulich & Garner 2012:15).

Literature review

The literature review allows the research to seek out and find theories that will help form and inform the framework of the research to be undertaken (Wagner, Kawulich & Garner 2012:29). It also looks at research that had been based on a theory the research has chosen as the foundation of the investigation. This step continues the scientific method of questioning existing paradigms whilst holding the research team accountable with regards to the findings of the research (Wagner, Kawulich & Garner 2012:29).

For this research project the Uses and Gratification Theory (Katz, Blumer, & Gurevitch 1974). The theory states that audiences actively interact with the media and choose it to gratify certain needs. It also asserts that the media has a clear social aspect. Although, people actively seek out media to gratify certain needs or desires, part of this seeking out of content is to gaining a look into the lives of others. This helps the viewer engage with the subject(s) in the media on an emotional and intellectual level  (Fourie 2014 :394).

The researchers, Shade, Kornfield and Oliver (2015) looked into how the uses and gratification theory fed into migration behaviour as it related to the influence entertainment television. This was specifically focused on how people migrated between media platforms as well as their reason for doing so.  The study found that there was a level of social interaction behind why individuals sought to migrate ( Shade, Kornfield & Oliver 2015:332). This meant that influencers were able to influence a peer group as to their experience of specific types of content. It reveals a social intertwining between audiences and the content they consumed.

Research assumptions

In this phase of the project, it is important to state what the researcher expects to find in the research. These assumptions are based on the reasons why the researcher decided on undertaking the investigation  (Wagner, Kawulich & Garner 2012:20).

The stereotype of Coloured people in the media is perpetuated by the lack of diversity in the representation of this group in the media.

The debate about the nature of the Coloured identity has not been explored in popular media.

The mythos of the Coloured South African is being challenged but not by enough diverse voices in the community.

Coloured people are underrepresented in the media compared to other minority groups in South Africa.

Finding and discussions

This is ultimately a space wherein a researcher’s assumptions are confronted by the data that had been collected. This is an important phase in the research process. The scientific method has been about challenging existing beliefs and testing it against the facts as it is presented (Wagner, Kawulich & Garner 2012:63).

Due to the nature of a blog it does not allow for the researcher to discuss research findings in-depth. It would be a disservice to the scientific method to try and summarise data which requires contexts to be understood. Therefore, this is a discussion on what the researcher would expect to find in as concise a way as possible.

The findings would show that there is a consistent narrative of what Colouredness means in the South African media. This includes an under representation with regards to the diversity that exists within the group. This has created the idea of a homogenous group not a people with a spectrum of people representing it.

The literature review will be incorporated to show the role influencers and the media they consume has on a particular group. To showcase this the content analysis will look at the uproar around the #ColouredExcellence Twitter handle (Pather 2016). As well as, more recently the way in which white audiences have experienced movies like Four Corners and Noem my Skollie (Call me a Thug).

The findings will be a content analysis of five media items. This will include a podcast by Eusebius McKeiser on the #ColouredExcellence uproar as well as content around the movies Four Corners and Noem my Skollie. The research will also look at comparing media coverage for movies like Shirley Adams and Forgiveness, as well as the soap opera SuidOoster (South East wind well known in Cape Town).

Conclusions

Conclusions are important, because it provides the reader with the impact the study has had on the pre-existing beliefs. It by no means that the research would have a conclusive answer pointing out the nature of a phenomenon. It might point in a direction that requires that more research is necessary (Wagner, Kawulich & Garner 2012:13).

The data supported some of the researcher’s initial assumptions. There is a lack in the representation of Coloured people as a diverse group of individuals.  There is also very little representation of the history of Coloured people in the media. This could be seen in the podcast by Eusebius McKeiser about the #ColouredExcellence uproar (Pather 2016). Very few people were able to point to many of the historic Coloured figures who played a role in the history of South Africa.

Limitations

Limitations describe what limits were placed on the research and how it had an impact on the results (Wagner, Kawulich & Garner 2012:13).

The content analysis required a bigger sample. This would have required the researcher to not only include current media examples but content which extended across the various phases of South African history. The content analysis didn’t necessarily include interviews with advocates in the Coloured community.  This would have meant gaining access to Coloured media workers and their experience of the media environment to Coloured people.

Possible future studies

As we continue to confront the borders of knowledge, research is our best weapon to an extent what we know and how we know it. Future studies are required to investigate ideas, problems and phenomena as we march forward in time (Wagner, Kawulich & Garner 2012:13).

More research is required to understand the role the media would play in creating greater representation of the group in the media. Also, more research is required to understand how the debates of Coloured identity within the community is part of a global debate.

Sources Consulted

Anderson, JA. 1996. Communication Theory: Epistemological Foundations. The Guilford Press.

Noem My Skollie SA’s official Oscars selection. 2016. http://www.bdlive.co.za/life/entertainment/2016/09/28/noem-my-skollie-sas-official-oscars-selection (Accessed 30 September 2015)

Pather, R. 2016. #ColouredExcellence: How Wayde van Niekerk’s victory challenges stereotypes. http://mg.co.za/article/2016-08-15-colouredexcellence-how-wayde-van-niekerks-victory-challenges-stereotypes (Accessed 30 September 2016)

Shade, DD, Kornfield, S, & Oliver, MB. 2015. The Uses and Gratifications of Media

Migration: Investigating the Activities, Motivations, and Predictors of Migration Behaviors Originating in Entertainment Television. Journal of Broadcast & Electronic Media: 318 – 341.

University of South Africa. Department of Communication Science. 2016.  CMNHONE.

University of South Africa. Department of Communication Science. 2016. Media research: Tutorial letter101/0/2016 for COM4802.

Wagner, C, Kawulich, B,  & Garner, M. 2012. Doing Social Research: A global context. McGraw-Hill Higher  Education.

Components of a research proposal

By Garland-Waide Bradford

Research in communications is a rigorous discipline. This means that there are clear steps that have to be followed in order for any such project to be viable (Wagner, Kawulich & Garner 2012:12). The scientific method requires that all findings should be able to be replicated (Wagner, Kawulich & Garner 2012:12). It’s for this reason that there are particular steps that have to be followed in any communications research project.

This blog will look at these steps. Due to the nature of research, it could become a blog that would take days to read. It’s for that reason that the steps will be explained over two blog entries, and it will be a brief version of an actual research project.

The identity of people of colour in the media

Problem statement

The problem statement allows the researcher to describe what will be the subject of the research. It also helps create a framework for the type of study that will take place (Wagner, Kawulich & Garner 2012:15). A researcher might find a starting point by looking into a phenomenon that is of interests, a problem in society, or something with requires evaluation (Wagner, Kawulich & Garner 2012:15).

Does the portrayal of people of colour in the media, especially in the case of Coloured South Africans, perpetuate racial stereotypes?

Explore and describe the portrayal of people of colour in the media, in this case that of Coloured South African through content analysis of 5 media items to determine if the media perpetuates racial stereotypes.

Background

The background allows the researcher to explain how the subject of research became something worth investigating (Wagner, Kawulich & Garner 2012:19).

There is an assumption that the racial grouping labelled Coloured in South Africa is a homogenous group. There is very little shown in the media that as a group there are family members who could look white and have passed for white under Apartheid laws and those who might look like the traditional portrayal of a Coloured person. Very little is discussed about the members of the community who closer resemble the black genetic influence in the community.

There is very little known about the history of Coloured people, which creates a gap in the understanding of who this group is as well as the diversity within the racial grouping.

The media often portrays Coloured people as being of origin in either one of the Cape provinces, or as being attracted to crime and often having a similar look and feel.

Examples

The two big movies over the past 10 years that have received wider acclaim has been Four Corners and Noem my Skollie (Call me a Thug). The latter has been submitted as the South African entry to the foreign language category for the Oscars  (Noem my skollie…2016).

Wayde van Niekerk’s gold medal win at the Rio Olympics created a storm when the  #ColouredExcellence was seen by many non-Coloured people as the group hi-jacking a South African victory to score political points  (Pather 2016).

Purpose

Discussing the purpose of the study gives the researcher as well as the reader of the research an idea of what the project will attempt to accomplish (Wagner, Kawulich & Garner 2012:19).

The purpose of the research is to evaluate the portrayal of people of colour, in this case, Coloured South Africans, in the media and how these portrayals either support or deconstruct the stereotypes of this group.

Significance

Research projects take up a lot of time. This creates an opportunity cost  to the individual(s) undertaking the investigation. Therefore, it is important to justify and understand why this research is important (Wagner, Kawulich & Garner 2012:19).

Stereotypes have negative consequences for groups of people. These fixed ways of describing people strips them of their humanity. It also creates social problems with creating a socially diverse population. It also prevents discussions about individuality in a group.

The research is important to both South Africans and non-South Africans who do not understand the concept of being Coloured. The word carries with historical baggage. Creating an explanation of a diverse group of people who have been racially grouped under the label will contribute to the discussion of mixed raced people from around the world. Wherever slavery had taken place racial mixing had taken place (Professor Gates, HL).

The stereotypes of Coloured people in the media ignores the rich history and contributions to that the community has made to South Africa. It also creates an image of a homogenous group. This negatively impacts the discussion about racial diversity in a post-Apartheid South Africa.

Sources Consulted

Noem My Skollie SA’s official Oscars selection. 2016. http://www.bdlive.co.za/life/entertainment/2016/09/28/noem-my-skollie-sas-official-oscars-selection (Accessed 30 September 2015)

Pather, R. 2016. #ColouredExcellence: How Wayde van Niekerk’s victory challenges stereotypes. http://mg.co.za/article/2016-08-15-colouredexcellence-how-wayde-van-niekerks-victory-challenges-stereotypes (Accessed 30 September 2016)

Professor Gates, HL. 2011. Mexico & Peru: The Black Grandma in the Closet. https://www.youtube.com/watch?v=JIzHIRCBtdE (Accessed 30 September 2016)

University of South Africa. Department of Communication Science. 2016.  CMNHONE

University of South Africa. Department of Communication Science. 2016. Media research: Tutorial letter101/0/2016 for COM4802.

Wagner, C, Kawulich, B,  & Garner, M. 2012. Doing Social Research: A global context. McGraw-Hill Higher  Education. 

A research critique of two research projects

By Garland-Waide Bradford

Public Service broadcasting now and in the future – audience attitudes

The Title, Public Service broadcasting now and in the future – audience attitudes is an accurate description of the research project

The abstract is representative of the research that was being conducted. It describes the reasons why the research is import. It does draw a comparison between Public Service Broadcasting (PSB) and commercial broadcasting, that is a comparison in terms of the market the BBC shares with a channel like ITV.

The Abstract and the Introduction have some differences. The introduction focuses on the reason for the research. It also describes in detail how the research will be conducted. The abstract describes the current state of broadcasting. It is the justification behind why the research is being conducted.

The research problem can easily be overlooked. It is a single paragraph introducing section four in the research paper. It is logical that it would follow after the Introduction which describes the purpose of the research.

The study is meant to look understand what the audience experience of PSB is. It is trying to determine what role it plays in the lives of the audience.

The research paper does not outline the research questions the research is meant to answer. It describes the purpose of the research task. It could be best rephrased as, What does the audience believe of the PSB the BBC and how did they come to this understanding of the BBC?

The author draws on the findings of the research but does not refer to previous research that had been conducted. There is no references to academic sources. These are not important to the understanding of the purpose of the research. The use of the research would inform the strategic path the BBC would follow moving forward. Therefore, the research is not based on any prior theory on PSBs.

This research could be used a conference paper. It works a look into a type of audience research paper that had been conducted.  The paper can also be used by  a researcher who would want to condusct similar research as an case study on research.

What prior research on this question is mentioned and what is the author’s explanation of why answers provided by the prior research are inadequate?

The researcher does not mention prior academic research sources.  This leaves a big gap in terms of which theory the research is based on.

Has the author examined the relevant literature on the topic and persuasively explained why the research question posed has not yet been satisfactory answered?

There is no indication that the researcher had made use of a literature review to look into past research on the subject. There are indications that the researcher had made use of readily available data but there’s no indication what the source is. All indications point to the possibility that the information was found during the research in the study.

There is no theoretical framework discussed, nor has the author indicated which theorists were made use of to design the framework of the research.  This does not hurt the study in that the research paper is interested in answering specific elements of how the audience experience PSB.

The author relies heavily on the information that was gathered during the course of the research to back up the claims that has been made in the research. This helps with the overall formulation of the paper. The information was gathered in a cross sectional study which gives the reader an insight into the audience attitude during a specific point in time.

The sample size was to be as inclusive as possible with regards to representing as much of the BBC’s viewership as possible. However, the type of sampling used was a deliberative sample.

The target audience was all viewers of the BBC and ITV from across the United Kingdom. The available audience is the 126 participants in the interview process and the 4577 respondents in the quantitative part of the research. The populations size was sufficient for the way in which the researchers designed the study

The analytical approach is consistent with the research question that was posed. The way in which research is designed makes it possible for the researcher to more accurately describe the findings of the research question and speak to it.

The research data and results are presented in graphs which is then described using text. It gives a clear indication of what the research was able to come up with.

The research paper does not make use of a theoretical framework to formulate the research around.  Nor are there any research questions to answer in the research. The research paper does try to understand what audience attitudes and believes about PSBs are.

The study does not go into great detail in discussing its limitations. However, touches on the limits within what  constitutes a PSB. This is discussed from different perspectives within the research.

There is an ample amount to theoretical framework available for researchers to tap into with regards to audience research. This would help shape the research a little more. Through a literature review the research would have been able to look at past trends and understand what type of changes have happened over the period of time in between the first few audience studies and the current study. This would give better insight into the evolution of audience beliefs and attitudes, as well as how they have developed over time.

The conclusion builds on the research that had been conducted. It gives a  summary of the findings and what the imlicaitons of the findings are to PSBs in the United Kingdom. It gives a chronological summary of the research that was conducted.

Public Broadcasting in Africa

Yes, the title is an accurate description of the research project.

The abstract accurately describes the research project. It gives a broad overview of why the research is important and what will be researched.

The introduction clearly sets out what the reason for the research is. It is different to the Abstract. It gives a better description of the reasoning behind the research. It links up to the Abstract which describes the organisations larger goals. The research is aligned to the bigger purpose of the organisation responsible for the research.

There is no clear research problem set out. The researchers conducted the research based on data available as part of public record.

The purpose of the study is clearly stated as looking into South Africa’s PBS broadcasting space. The reason behind it being that PBS plays an important role in maintaining an active democratic public. Its role is to not only entertain and educate but to also inform the general public.

The author does not have a research question. It is not possible to turn the description of what the research study wants to achieve into a single research question.

The author draws on data that is available to the public to access. The author also compares the current research to that of research projects conducted in the past. The research is important in that it looks at the role of PBS in a developing country with a young democracy. The role of the media is crucial in maintaining a robust political and economic system in South Africa.  This is the type of research that could be published in a major communications studies journal.

The author mentions that this report is similar to that of 11 other reports on PBS in other African countries like Nigeria, Kenya and Mali.

The author references the legal regulations that  govern broadcasting as well as the PBS service provider the South African Broadcast Corporation (SABC). This is the sum of the literature review. There is no indication of the theoretical framework that the research is built on. Nor, does the author make use of case studies to discuss how the theory had been applied before. The reference to previous studies did not go in depth with the findings of these studies. It was only mntioned that other countries had been studied.

There is no theoretical framework discussed. The research is being conducted making use of the laws and data available to the public to conduct its research.

The author discusses the importance of the research in the findings that the research had been able to show.  The research looks at the challenges facing PBS in South Africa. It also looks at what the future of PBS would look like and how the SABC can chart a way forward. Understanding the current nature of the entity is important in being able to accomplish this.

The data is gathered during a cross-sectional period. The study looked at the information available in public record as well as the laws governing broadcasting in South Africa. The author made use of secondary research sources to conduct the research. There isn’t a discussion on the samples being used to conduct the research.

There is no research question therefore the analysis of the data is not consistent with it but it is consistent with the research design.

The results of the research is discussed in an extended text on the findings and recommendations. This section critically analyses the data that was used to study PBS in South Africa. The statistics that have been used in the study have been explain to give insight into what it the mean as well as their impact on the study.

This study is important because it looks deep into what the current state of PBS in South Africa is. It also looks into how it can be changed and aligned to the overall goal of promoting democracy and social cohesion.

No limitations were discussed in the study.

The conclusion contains recommendations that are directly related to the policy makers as well as institutions regulating PBS in South Africa. No new information is presented but the information within the research paper itself is consolidated.

Sources Consulted

Human Capital. 2008. Public service broadcasting now and in the future — audience attitudes. A report plus research appendix by Human Capital. [O].

Lloyd, L, Duncan, J, Minnie, J, & Bussiek, H. 2010. Public broadcasting in Africa. A survey. South Africa country report. [O].

University of South Africa. Department of Communication Science. 2016.  CMNHONE

University of South Africa. Department of Communication Science. 2016. Media research: Tutorial letter101/0/2016 for COM4802.

Media institutions and audience research techniques

By Garland-Waide Bradford

Research provides insights to the world. It has been on of the key driving forces behind improving the lives of people around the world. The discipline when applied to media institutions and audience often lead to interesting ways of looking at these elements.  Both play a key role in how the media landscape is formed and interact with each other through various means (Mytton 1999: 11).

It’s, therefore, important to have a set of research tools that have been created and are used to delve into both media institutions and audiences. Although research can be found in the STEM (Science, Technology, Engineering and Math) fields each one has its own research systems which rigorously test its findings. The same applies to the media.

The research techniques that are deployed in the media have been adapted for how these organisations operate, the products they make as well as the audiences (Mytton 1999: 13).

Media institutions are researched making use of a different set of tools. These tools are; Archive Research, Discourse analysis, Interview, Ethnography and participant observation (Stokes 2003: 81). The content media organisations generate are researched using, semiotics, content analysis, discourse analysis, genre study, auteur study and star study (Stokes 2003: 120).  Each of these tools are sharpened for a particular purpose. Using the correct technique for the right purpose allows the researcher to reach insights that could lead to the advancements in that field.

These research methods can be defined as being both qualitative and quantitative. Archive research, Discourse analysis, and interviews fall into qualitative research. This form of research looks deeper into the content of texts.

Archive research has the research going through data that had been captured in the past. This requires the researcher to look into the records available (Stokes 2003: 81). Whereas Discourse analysis looks at the data that current media workers are generating. Interviews can combine both looking into the past and understanding the present through sitting down with media workers and interviewing them (Stokes 2003: 81).

The Qualitative research tools of content and narrative analysis can be used to understand what is being said. It will also give a different angle on the way in which research is captured. It allows the researcher to encode the content into understandable and quantifiable data.

Ethnography and participant observation looks into the anthropological aspect of the media. That means that it looks deeply into the relationships that exist in the communities outside the West (Stokes 2003: 81).

The media makes use of signs and symbols on a daily basis to communicate meaning. Meaning is at the centre of entertainment, education, and information dissemination. The way in which these texts are constructed is how the audience consumes the content and understands it. Being able to study these allows the research to link these ideas to the culture in which they are found (Stokes 2003: 120).

Auteur study, genre study and star studies requires the researcher to look into texts through which these categories can be studied and understood (Stokes 2003: 120).

Audience research also makes use of qualitative and quantitative methods to understand the nature of these groups (Mytton 1999: 14). The rise of social media and digital platforms created a splintering in audiences. It makes it possible for media institutions to focus on niche audiences. But, it is also important to understand how this dynamic plays out in the developing market.

Quantitative research sees the researcher choosing a sample from within the audience.  There various ways in which a sample group can be chosen (Mytton 1999: 20).  They then make use of a tool that makes it possible to collect quantifiable data. The data is linked to preselected categories which the research is interested in. The sample also determines the method through which the participants will be reached. One of the most popular quantitative research methods used to measure audience participation is the ratings system (Mytton 1999: 20). This can be seen in how many radio and television broadcasters shape their schedules according to the numbers the ratings indicate.

Sources Consulted

Holt, J & Perren, A. 2008. The media industries: history, theory, and method. Oxford: Wiley- Blackwell.

Lesame, Z, Mbatha, B & Sindane, S. 2012. New media in the information society. Pretoria: Vn Schaik

Mytton, G. 2007. Handbook on radio and television audience research. (Web edition). Paris: UNICEF and UNESCO.

Stokes, J. 2003. How to do media and cultural studies research. London: Sage.

University of South Africa. Department of Communication Science. 2016.  CMNHONE

University of South Africa. Department of Communication Science. 2016. Media research: Tutorial letter101/0/2016 for COM4802.

Science. 2016. Media research: Tutorial letter101/0/2016 for COM4802.

Studying media audiences and institutions

By Garland-Waide Bradford

The media landscape has been changing for more than a hundred years. The inception of radio and silent film at the end of the 19^th century created a new realm of communication (Lesame, Mbatha & Sindane 2012: 2). If you have considered that for the first time media was accessible almost globally. The barrier to access was low, for radio you didn’t have to be able to read to understand the information (Lesame, Mbatha & Sindane 2012: 2).

It also gave birth to the media company. It also meant that organisations could make use of cultural products like drama, comedy, storytelling and the like, as a means to generate a profit using the media radio and film (Lesame, Mbatha & Sindane 2012: 2).  Understanding how mass media worked also created a need within academia to study the phenomenon, its role within communities and how it would influence these communities.

The thirty years or more the media landscape has changed dramatically (Lesame, Mbatha & Sindane 2012: 3). To be able understand these changes the research has to be able to look at the changes from both an institution point of view as well from how audiences are a part of these changes.

Media Institutions

The role of media institutions is usually split into two camps (Stokes 2003: 75). One side you have the practice or business of media and on the other you have the academic pursuit to understand the phenomenon. These two sides have been known for not always getting along. However, both are important to the way in which the media functions (Stokes 2003: 75).

This makes it more difficult to define a media institution. One way of looking at it is as an organisation that disseminates cultural products for profit or studies these products and the way in which they are disseminated (Stokes 2003: 75). But, what is culture and what are these products. These are determined by the institution that makes use of each. Not an easy way to try to explain it.

The roles of each is also dependant on what type of cultural product they make use of. What does that mean? A radio station will focus on radio. A newspaper will focus on the printed word. However, both companies can be part of a larger parent company. It muddies the water a little, but it starts taking us in a direction of what they are (Stokes 2003: 75).

These organisations make use of media that can reach hundreds, thousands, hundreds of thousands if not millions of people. It would be dismissive to merely say that the media does not influence people’s lives or their images of themselves (Stokes 2003: 76).  

A focus on race would be helpful to understand how these institutions can have an impact on groups of people as well as one group’s impression of another group.  Through studying media institutions an academic institution can more accurately describe how, why, and the conditions under which this influence takes place(Stokes 2003: 79).  

Understanding how a media institution is constructed also helps understand how decisions are made, and what the repercussions could be. With the rise of electronic digital media and digital media companies the landscape of how people consume media products has changed. It also means that they in which a media institution interacts with an audience has also changed (Lesame, Mbatha & Sindane 2012: 29).

Media institutions play an important role in the lives of a society. Their make up looks different in every country (Stokes 2003: 75). They are also subject to laws and rules that shape them. In turn they shape the lives of the individuals who consume their products.

Media Audiences

Semiotics studies the meaning behind the signs and symbols that communicate meaning. This is what media institutions use to communicate to audiences and also study (Mytton 1999: 10).  As indicated above the media has a way to influence how we perceive the world.

Studying an audience doesn’t just focus on how the media has an impact on a community. It also looks at how people prefer to consume media (Mytton 1999: 14). This is important in understanding the motivations behind why people consume media and the way they prefer to do so. The explosion of smart devices has made it possible for people to consume media on the go. This changes the dynamic which exists between audiences and the media institutions.

Without an audience a media institution may have to close its doors. Understanding the habits of an audience allows a media organisation adapt its strategy. This is a business pursuit (Mytton 1999: 18). The academic pursuit would be to investigate the nature and dynamic behind an audience.

The relationship between media institutions and the audience is interdependent (Mytton 1999: 18). Many have come to rely on media organisations for the information they consume. It also has had a great impact on communities. Understanding an audience helps a media company plan the type of media an audience would like to consume (Mytton 1999: 18).

Sources Consulted

Holt, J & Perren, A. 2008. The media industries: history, theory, and method. Oxford: Wiley- Blackwell.

Lesame, Z, Mbatha, B & Sindane, S. 2012. New media in the information society. Pretoria: Vn Schaik

Mytton, G. 2007. Handbook on radio and television audience research. (Web edition). Paris: UNICEF and UNESCO.

Stokes, J. 2003. How to do media and cultural studies research. London: Sage.

University of South Africa. Department of Communication Science. 2016.  CMNHONE

University of South Africa. Department of Communication Science. 2016. Media research: Tutorial letter101/0/2016 for COM4802.

Five credible sources for Qualitative Research

By Garland-Waide Bradford

As highlighted in the previous blog, the literature review is an important part of the research process. This makes it important for the researcher to find sources that can be counted on to be reliable with regards to the information it contains. In an online world, it is easier to access information both on the web as well as in the local library.

Source 1

http://www.globalmediajournal.com/

The editorial board includes:

Professor Yahya R Kamalipour, Dr. Heather Anderson ,Dr. Nancy Snow, and a number of academics in the United States of America who focuses on communication and media research.

Global media journal covers issues around the research of communication and media. The articles are broken up into bi-annual publications, the archive goes back to 2002. These archives deal with research that has taken place not just in the USA but also in the Russian Federation and other countries. These research articles look at how different researchers look at communication and media in the social context the researchers find themselves in.

Global Media Journal publishes research from smaller and lesser known institutions. The current issue covers research done in mostly Russian institutions. The research tends to lean towards criticism of the West. However, it does give insight into communication and mass media research outside of the largely Western context we learn from as students.

“The first issue of Global Media Journal, devoted to exploring the world of communication …”  (Welcome to the journal … 2016).

Each article follows the requirements of research publication. It provides the methodology used which makes it possible for the reader to critically analyse the content of the articles. The references that are sited can be followed up on which makes it possible for the reader to investigate the sources the article made use of.

Source 2

McQuail’s Mass Communication Theory 6^th edition

Denis McQuail

DDC: 302.23 MCQU

McQuail’s Mass Communication Theory looks at various theories around mass communication. Each theory is not presented in isolation but given context so that the reader could see how the theorist came to their conclusions within the theories.  Where it is possible the book also explains the history and origins of a certain phenomenon within communications.

The author of the book is candid in explaining that the context of many of the theories follows his experience and context as a Western man. This is very clear in how many of the theories are presented. This gives the reader the opportunity to look at if these theories could apply to a context outside of the West. This makes it engaging.

In addition, no “science of communication” can be independent and self-sufficient, given the origins of the study of communication in many disciplines and wide-ranging nature of the issue that arise, including matters of economics, law, politics and ethics as well as culture.” D, McQuail (2010:15)

The book has been written by Professor Emeritus Denis McQuail who has spent many years studying the phenomenon of mass communication. The book also has an extensive reference list which makes it possible to verify the authors claims and the theories sited in the text.

Source 3

Communications Research: Techniques, methods and applications 2nd edition

G,M, du Plooy

DDC 302.2072 DUPL  

The book explains the techniques, methods and how to apply these in research. It helps the reader understand both qualitative and quantitative research. It becomes a quick reference for the researcher to be able to refer to during the research process to make sure that scientific method is being adhered to.

The book is very helpful with regards to qualitative research especially if it the researcher is not familiar with its techniques. It provides a detailed explanation of what it is and which research processes need to be adhered to in order for research to be considered valid. It does this in a way that would be familiar to the researcher, allowing for easy access to information that is required in a timeous fashion.

On page 93 of the book, it gives an example of what an Executive Summary looks like. It is separated from the rest of the text by placing it in a frame and titled as an Executive summary. This helps a researcher identify what type of research would best work for the question that is to be investigated. G,M, du Plooy (2009: 93)

The author of the boom Professor GM du Plooy has published many articles in the field of Communication Science and research. The book and author, as a member of the University of South Africa faculty, were subject to the rigorous process of peer review.

Source 4

Media Studies Volume 3: Media content and media audiences

P,J, Fourie

DDC 302.23 MEDI  

The book takes an in-depth look at media content and its audiences. It has a comprehensive overview of the various theories applicable to content and audiences. The book also gives context to the different elements that can be measured in content. Together these elements make it possible to understand how media research can be applied to the making of content.

In comparison to Professor, GM du Plooy’s book the book does not give the researcher an easy access to how different research processes are conducted. However, the book does give insight into the application of research to content. It also looks at which elements of research has been used as a way to explain media texts. It also gives context for the elements in content which can be studied as part of a qualitative research.

“…, Visual Text Analysis, also by Trudie du Plooy, is of a more practical nature, showing the reader how to do a practical analysis of, for example, pictorial codes in static filmic shots and picturisation through movement in film and television, auditory code …”  P,J, Fourie(XXI:2009) 

The book draws from various sources of research and studies to justify its claims. The bibliography reveals a way to verify the books claims. The author is part of the Unisa faculty which puts  books written by its faculty through peer review and testing its findings before it is published.

Source 5

Doing social research: A global context

Wagner, C. Kawulich, B. Garner, M.

DDC 300.721 DOIN 

The book takes the reader through the research process. It provides practical examples that give the context of what research in a social context is and what it requires. The book also contains many case studies to show the researcher what to look out for and what the pitfalls of not following the scientific method are. These are conducted their research.

The book works like a map to guide the student through the research process. This makes it an easy to use guide to help avoid pitfalls in research. The many case studies available in the book help form a picture of what the journey the researcher is about to embark on will be like. The focus of these and the content of the book is Southern Africa. This gives context to a researcher living in the developing world.

The book gives an insight into the LoveLife campaign’s research on page 19 as one of the case studies it makes use of throughout the chapter.

The sources used can be verified through investigating the books bibliography. The books also subscribes to research techniques and methods that are used by books across the spectrum of research because it’s making use of the scientific method.

Sources Consulted

du Plooy, GM. 2009. Communications Research: Techniques, methods, and applications 2^nd edition. Juta & Co: Cape Town.

Fourie, PJ. 2009. Media Studies Volume 3: Media content and media audiences. Juta & Co Ltd: Cape Town.

Global Media Journal. 2016. http://www.globalmediajournal.com/ (Accessed 20 May 2016).

McQuail, D. 2010. McQuail’s Mass Communication Theory 6^th edition. Sage: Los Angeles, London, New Delhi, Singapore, Washington DC.

University of South Africa. Department of Communication Science. 2016.  CMNHONE

University of South Africa. Department of Communication Science. 2016. Media research: Tutorial letter101/0/2016 for COM4802.

Wagner, C, Kawulich, B & Garner, M. 2012. Doing social research: A global context. McGraw-Hill Higher Education.