Media Research Methodology

Media professionals have to take instant decisions which should be informed ones and therefore, they need to be involved in research. The mass media research may seek answer to such question as to what are the advertisements that readers read most often in newspapers? What are the elements of a successful magazine cover page? What type of format a radio news and current affairs should adopt? Why a current TV serial is not performing as well as expected? And so on. In other words, the mass media researcher has to find out among other things what the people would like to read, listen or view. This book covers the state of media and communication research its development, present status, and future potential. It is addressed to students, researchers and media professionals seeking an in-depth treatment of the field. In recent years, media studies have gone through a process of convergence between social sciences and humanities, quantitative and qualitative approaches.