M7 Discussion Forum Posting: Common approaches to research in media studies

This module provided an overview of various research methods to media studies. I found that the direct observation and ethnographic approaches are most suitable for research in media studies because such methods provide researchers with the qualitative data they can use to investigate a topic in great detail from the perspective of those involved. Direct observation enables the researcher to gather data on variables such as intention, action and situation through an analysis of language (Becker, 1977), and ethnography “involves the production, transcription and analysis of talk: informal, more or less unstructured conversation between people, often in the context of focus groups” (Burgees & Harrison, 1993, p. 201).

In retrospect, I now feel that the best research method actually depends on the topic under study. Using Morgan Spurlock’s (2004) film Super Size Me as an example, the data he based his film upon are a combination of results gathered from both quantitative and qualitative methods of research carried out by people in various fields. Courses in media studies should thus include an examination of both types of research so that students can have the means to gather the data they need to suit the purposes of the topics they want to investigate.

References

Becker, A. D. (1977). Alternate methods for media research. AV Communication Review, 25(2), 81-94.

Burgess, J. & Harrison, C. M. (1993). The circulation of claims in the cultural politics of environmental change. In H. Anders (Ed.), The mass media and environmental issues (pp. 198-221). New York: Leicester University Press.

Spurlock, M. (Director & Producer). (2004). Super size me [Motion picture]. United States: Samuel Goldwyn Films & Roadside Attractions.