Chapter 1 - Science and Research
Most people now consider the Internet as the newest mass medium. Referring to Figure 1.1 in the text (Page 6), where does the Internet fall in the phases of mass media research?
One of the tenets of scientific research is that the data are public. This is particularly true in academic research. Review some current issues of mass media journals. Find articles that use data bases of some type and write to the author or authors and request what is necessary for you to do to get a copy of the data. You may be surprised at the responses you get. You might also be able to publish your results in one of the journals.
At this point in your research career, what types of changes, if any, do you think the Internet will create in relation to research in the mass media? How has the Internet affected the way you find information?
One advantage of scientific research is that it is self-correcting. An example of this in the text is the brief discussion of the cause and treatment of stomach ulcers. What ideas, concepts, beliefs, or theories have changed in the mass media in the past 50 years because of scientific research?
Research covers an almost unlimited number of areas. To prove this, search the Internet for "scientific research."
The problem that many new researchers face is finding a topic to investigate. Internet search engines have made the process much easier. To demonstrate this, go to a search engine and type in a topic to find out how many different sources are shown. For example, enter something related to the media, such as "soap operas." This type of search should help you narrow a topic for investigation.
Consult a few recent issues of the Journal of Broadcasting and Electronic Media, Journalism and Mass Communication Quarterly, or Public Opinion Quarterly. What topics of investigation seem to be in fashion today? Are there any trends? What types of analysis are used in these articles?
Find an article in a recent mass media journal and analyze it according to the sources of Internal Validity discussed in Chapter 1. Did you find any potential problems with the study?
Try to find information about how the Internet has affected the average person's use of radio and television in the United States. For people who do use the Internet, is their listening and viewing up, down, or the same?
Another way to find a topic for a research project is to search the Internet for "media research." You'll find thousands of ideas.