Media Research Methods: Informal vs Formal

Research Methods in Media Studies

• Media research can be informal or formal, and both methods can be good or bad, depending on how the research is conducted.
• The important thing is to understand the correct methods to follow to ensure the best results.

Phases of Media Research

• Phase 1: Understanding the medium itself (what it is, how it works, its technology, and its functions and services).
• Phase 2: Collecting information about users and uses of the medium (how people use it, why they use it, and what gratifications it provides).
• Phase 3: Investigating the social, psychological, and physical effects of the medium (e.g., how much time people spend with the medium, whether it changes people's perspectives, and any harmful effects).
• Phase 4: Finding ways to improve the medium or its use (e.g., making it more accessible or enhancing its content).

Definition of Media Research

• Media research is a systematic and organized process of collecting, analyzing, and evaluating information about a specific problem or phenomenon related to media.
• The goal is to increase our understanding of the issue and make effective decisions.

Characteristics of Media Research

• Systematic and Organized Process: A series of steps or phases are followed when planning and executing a research project.
• Specific Problem or Phenomenon: Research focuses on a specific issue or topic related to media.
• Collecting, Analyzing, and Evaluating Information: Research involves gathering data, examining it, and interpreting the results.

Steps of the Research Process

• Step 1: Identification of Research Problem: Identifying a research topic and defining the problem.
• Step 2: Review of Literature: Reviewing existing research on the topic to understand what is already known.
• Step 3: Hypothesis Formulation: Formulating a hypothesis or prediction about the relationship between variables.
• Step 4: Revising the Research Question: Refining the research question based on the literature review.

Importance of Reviewing the Literature

• Provides knowledge about the problem area
• Helps identify gaps in existing research
• Educates the researcher about what studies have been conducted in the past
• Helps define key terms and concepts

Hypothesis Formulation

• A hypothesis is a statement that can be proved or disproved.
• A hypothesis predicts the relationship between two or more variables.
• Examples of hypotheses:
  • H1: Well-designed newspapers will be perceived by readers as more informative.
  • H2: Well-designed newspapers will be perceived by readers as more entertaining.

Research Objectives

• Research objectives define the aims of the study and help guide the development and design of the study.
• Examples of research objectives:
  • To explore the relationship between social media usage and the decision to participate in political protest.
  • To examine the impact of targeted advertising on privacy rights of Egyptians youth.

Examples of Research Topics

• The effects of exposure to violence on children's behavior
• Does the internet kill newspapers? The case of South Korea
• The impact of newspaper layout on readability of Egyptian newspapers
• The relation between Instagram and women's attitudes toward themselves (body image)
• The impact of Facebook usage on students' academic performance### Research on Targeted Advertisement and Privacy
• This research examines consumer perception of targeted ads, awareness of privacy among Egyptian youth on social media, and the impact of targeted ads on consumer awareness of privacy rights.
• Research questions include:
  • The level of consumer awareness of targeted advertisement
  • How Egyptian youth perceive challenges and consequences of online advertising
  • Awareness of privacy rights among Egyptian youth
  • Demographic differences in Facebook use among Egyptian youth
  • Control over shared information on Facebook among Egyptian youth

Social Media in Journalism

• This research compares the utilization of social media platforms in Egyptian and British journalism.
• Objectives include:
  • Determining the role of social media in Egyptian and British journalism
  • Understanding content selection mechanisms on social media platforms
  • Comparing social media editorial rooms in Egyptian and British press organizations
  • Identifying the duties of a social media editor
  • Analyzing audience preferences for content presented on social media platforms
  • Determining the degree of interaction and awareness of the audience towards content on social media
• Research questions include:
  • The role of social media in Egyptian and British journalism
  • Content formulation and selection processes on social media platforms
  • Differences between social media editorial rooms in Egyptian and British press organizations
  • The role of a social media editor
  • Audience preferences on social media platforms
  • Audience perception and interaction with content on social media
  • Improving content on social media to meet audience preferences