Course

Unit I

Introduction to Research in Media and Communication

Overview of research paradigms and methodologies – Understanding the research process: from conceptualization to dissemination – Ethical considerations in media and communication research.

Unit II

Quantitative Research Methods

Introduction to survey research, experimental design, and content analysis – Data collection techniques: sampling, measurement, and data analysis – Case studies and practical applications of quantitative research in media studies

Unit III

Qualitative Research Methods

Overview of qualitative research approaches: interviews, focus groups, and ethnography – Data collection techniques: observation, interviews, and textual analysis – Case studies and practical applications of qualitative research in media studies.

Unit IV

Research in Media Effects and Audience Analysis

Understanding media effects theories and research methodologies – Audience research methods: demographics, psychographics, and reception studies – Analysing media content and audience behaviour using research methods.

Unit V

Research Design and Project Development

Formulating research questions and hypotheses – Developing research proposals and project plans – Presenting research findings and implications.

This course aims to provide undergraduate students with a foundational understanding of media and communication research. Through a combination of theoretical exploration and practical application, students will learn to evaluate research methodologies, formulate research questions, and analyze media and communication phenomena using both quantitative and qualitative approaches. Additionally, students will develop critical thinking skills to assess the ethical implications of research in the field. By the end of the course, students will be equipped with the knowledge and skills necessary to conduct independent research in media and communication studies.

Course Outcome (CO):

CO1 Understand the basic principles and methodologies of media and communication research.

CO2 Evaluate the significance of research in understanding media effects, audience behaviour, and communication processes.

CO3 Demonstrate proficiency in conducting literature reviews, formulating research questions, and designing research projects.

CO4 Apply quantitative and qualitative research methods to analyze media texts, audiences, and communication phenomena.

CO5 Critically assess the ethical considerations and challenges in media and communication research.

CO6 Communicate research findings effectively through written reports and presentations.

CO-PO Mapping:

Suggested References:

1. “Media and Communication Research Methods: An Introduction to Qualitative and Quantitative Approaches” by Arthur Asa Berger
2. “Research Methods in Media and Communication” by Barrie Gunter and Roger Dickinson
3. “Mass Communication Research Methods” by Anders Hansen
4. “Qualitative Communication Research Methods” by Thomas R. Lindlof and Bryan C. Taylor
5. “Media Effects Research: A Basic Overview” by Glenn Sparks
6. “Audience Analysis” by Denis McQuail
7. “Content Analysis: An Introduction to Its Methodology” by Klaus Krippendorff
8. “Focus Groups: A Practical Guide for Applied Research” by Richard A. Krueger and Mary Anne Casey
9. “Interviewing as Qualitative Research: A Guide for Researchers in Education and the Social Sciences” by Irving Seidman
10. “Ethical Issues in Communication Research” edited by Gerianne Merrigan and Carole
11. Huston