Assignment of Research Methodology

Q.1) Why is Science considered more trustworthy method of knowing than Tenacity, Authority, and Intuition. Discuss.

A Scientific method is known as fundamental to the scientific investigation based upon physical evidence. Scientists use Hypothesis, Deductions and Observation to propose explanations for natural phenomena in the form of theories. The predictions of these theories are tested by experiment. The theories will only survive if prediction turns out to be correct.

A scientific method is essentially an extremely cautious means of building a supportable, evidence based understanding of our natural world. The theories need to pass the four elements of scientific method: Characterization, Hypothesis, Prediction and Experiment to be scientific.

A scientific study has to pass the following four processes:

 Random observation method goes with the process of observation & experimentation without creating any concrete hypothesis

 Systematic exploration is planned way to explore new relationship of various factors of phenomenon.

 Testing of well defined hypothesis is confined to testing the validity of the hypothesis so formed.

 Experiment directed to systematic theory is most refined method of systematic investigation. On the basis of theory certain generalization are made. Empirical observations are then made and necessary data are collected to verify if generalization are correct.

Newton’s Law, Einstein’s Energy Law comes under this type of study.

Steps in Scientific method:

 Formulation of problem & hypothesis

 Collection of information/ data

 Analysis of information/ data

 Generalization of finding

 Report writing

Ordinary Observation & Scientific observation:

Casual observations are frequently inaccurate. Science helps alleviate this error by mandating conscious observation. People frequently over-generalize on the basis of few limited observation. Scientist protects themselves against over generalization by employing large random samples & replicating studies. People observe selectively & ignore that don’t want. But the scientific approach helps to protect against these error by applying investigation process. People do illogical reasoning, there may be question over validity but science provides system of logic.In comparison to casual inquiry, scientific inquiry is more careful than our casual inquiry.

While we talk about Tenacity, the method of knowing when something is followed unquestioned. People believe something is true because of the traditions and they have been followed through generations. The method of tenacity follows the logic that what worked in earlier era will still work today; something is true because it has always been true. The scientific inquiry goes from characterization to experimentation followed by hypothesis & different examinations.

Authority, the emphasis is on the authority which may be a person, group, book, particular mass medium etc. There are no questions raised on the methods of authority may have used to gain information. Therefore, there is no way to know whether the source is really authentic or not.

Intuition is based on the notion that people reach for the truth because their natural inclination will be to do so. The criterion for the truth is the reasonableness of the argument. Since the intuitive proposition agrees with reasons and not necessarily with experiences, different people will come to different conclusions using different process of reasoning. Science begins from Characterization, Hypothesis, Prediction and Experimentation therefore it is considered more trustworthy method of knowing than Tenacity, Authority, and Intuition.

Q.2) Discuss the significance of research in the field of mass media research with special reference to characteristics and objectives of research.

Mass media research is a part of communication research which deals with how people structure and interpret messages and use language and other symbols in a variety of contexts such as interpersonal, group, organizational, public and mass and is a scientific study of mass communication process. It deals with how people as an individual or a group interact with mass media.

Characteristics of Mass Media Research:

 It is systematic, objective and empirical.

 It is cumulative which builds upon past investigations and does not stand isolated from what others have learned before.

 It is replicable and the findings should be reproducible by other investigators using same procedures and there would be no change in the results merely by the change of researchers.

 It is logical and applies possible tests to validate the measuring tools and the conclusion reached.

 It is purposive and aims at describing, interpreting and explaining a phenomenon.

 It is critical which is not to arrive at an answer that is personally to the researcher, but rather one that will stand up the test of criticism.

 It is verifiable because the conclusions drawn by a researcher is subjected to verification at any time with the proposition that the phenomenon under study must be capable of being observed and measured.

Objectives of mass media research:

 Generating new knowledge, i.e., uncovering new facts or phenomenon or establishing new relationship of various variables.

 Improving standing, i.e., helping to explain situation.

 Application testing, i.e., trying out concepts and approaches in the real world to see if they work.

 Comparing best practice, i.e., gathering information about successful of subjects in different circumstances, and looking for explaining their success.

 Helping with decision making, i.e., gathering information, concepts, framework and approaches that help executive or planners make better and more effective decision.

Significance of research in the field of mass media

 To get research degree with consequential benefits

 To generate new knowledge

 To get intellectual joy and trying out concepts and approaches in the real world to see if they work.

 To serve society

 To get respectability

 Writing term paper, research paper, seminar on a certain topic

 To set advertising rates for a media by doing a comparative study of identical organization which helps to get revenue for a media & it is equally important in decision making.

 To be academician

 To look for new theories by doing research.

 Since the research is logical, it aims to validate the findings.