ERIC Number: ED431204
Record Type: Non-Journal
Publication Date: 1995-Sep
A Mass Communication Research Failure: Deriving Unsubstantiated Conclusions from Misleading Data.
Reppert, James E.
This paper contends that teaching students about the dangers of weak communication methodology allows them the opportunity to not accept such studies at face value. The paper details the use in an introductory mass communication course of a study of newspaper coverage concerning the 1969 Santa Barbara, California, oil spill. The paper's close examination of the methodology used suggests that the theoretical basis behind the study is inherently flawed by the use of content analysis which, in this case, leads to simplistic and unwarranted judgments by the researchers regarding how the media were used by oil company executives and Nixon administration officials. It further finds that conclusions were drawn which go far beyond actual content, so that students learning about theory and methodology cannot be pleased at the incorrect conclusions drawn by this study. (Contains 2 references.) (NKA)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A