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ERIC Number: ED307649
Record Type: Non-Journal
Publication Date: 1988-Apr
Pages: 29
Abstractor: N/A
Reference Count: N/A
Media Research Methods in Information Society.
Metallinos, Nikos
One consequence of the information explosion is found in the area of media research methodology. The accessibility of the computer has not only broadened the scope of electronic media research but has also helped media scholars to develop new, more accurate, and more reliable media research methodologies. Whereas in the past, electronic media researchers depended greatly on borrowed media research methodologies developed mostly by psychologists and social scientists, today the field of communication studies has developed its own media research methodologies. In an attempt to provide an overall view of the present state of affairs in media research methods, this paper outlines, discusses, and exemplifies innovative electronic research methodologies. The first section briefly examines the three conventional approaches to electronic media research--the historical, descriptive, and experimental. In addition, it surveys the existing methods of electronic media research along with the established techniques or tools of data gathering. The second section deals with those new media research methodologies, instruments, and techniques adopted by media researchers since the information explosion caused by computer technology. The last section of the paper provides an overall view of the media research methodologies used by those in the field of communication studies and projects some future trends in electronic media research methodologies. (Forty-six references are attached.) (Author)
Publication Type: Speeches/Meeting Papers; Reports - Evaluative
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A