ERIC Number: ED101383
Record Type: RIE
Publication Date: 1974-Nov
Reference Count: 0
More Thoughts on New Directions in Mass Communication Research.
Anderson, James A.
A clearer understanding of the capacity of research and researchers in the mass communication field is needed. In the past, when statistical researchers have found they cannot meet criteria, they have devised a new set of test characteristics. For example, when validity cannot be measured, researchers measure reliability, despite the fact that reliability is interesting only because it is a necessary component of validity. Mass communication research needs to acquire some new directions, including the development of a library of case studies on human communication behavior and the development of more sophisticated descriptive measures than sex, age, education, and so on. Finally, researchers in mass communication need to declare a moratorium on the uses of semantic differential, Likert-type scales, adjective check lists, shocking devices, and other measurement instruments which so poorly reflect reality. (RB)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Western Speech Communication Assn. (Newport, California, November, 1974)