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ERIC Number: ED360671
Record Type: Non-Journal
Publication Date: 1992-Sep-15
Pages: 34
Abstractor: N/A
Reference Count: N/A
"Mediolatry" in the Middle Range: The Need for Cross-Media Critical Research.
Bissland, James H.
A study investigated how much attention mass communication scholars writing in "Journalism Quarterly" give to each of the mass communication industries, to what extent the various media segments are studied, and how data from diverse industry segments are used. All 1,135 articles from both the main and Research in Brief sections of "Journalism Quarterly" published in the 1980s were reviewed. Results indicated that: (1) 72.2% of all the articles had newspapers and/or television among their principal subjects; (2) 52.4% had one or the other as their only subjects; (3) only 6.8% of all articles were not media-specific; (4) 72.9% of the articles examined only one media industry; and (5) only 3.3% of the articles even allowed for the possibility of systematic relationships by studying the interactive effects between two or more media industries. Findings suggest that a systems perspective is needed to restore research interest in the connectedness of diverse media industries. Such an approach should proceed in the "middle range" between narrowly focused studies on the organizational level and grander theory on the social institutional level. Mass communication scholars need to diversify their methodologies and break away from an excessive reliance on single-method studies, particularly quantitative ones. Researchers also need to break the grip of "mediolatry," which not only obscures many media industries but also overlooks systematic relationships among them. (Three tables of data are included; 43 references are attached.) (RS)
Publication Type: Speeches/Meeting Papers; Reports - Research; Opinion Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A