Course Catalogue

Module Code and Title:        CMR201 Communications Research

Programme:                          BA in Mass Communication

Credit Value:                         12

Module Tutor:                       Dago Palden

General objective: This module focuses on the applications and significance of research in the field of communication. The module introduces essential research concepts, provides an overview of various approaches commonly used in the communications field, and analyses examples of how the approaches are applied, without delving extensively into standard research methodology training. However, students will gain some exposure and practice with two commonly used methods, content analysis and focus groups, in order to gain a deeper appreciation for the process of conducting research.

Learning outcomes – On completion of this module, students will be able to:

  1. Discuss the typical sequence of stages in the general research process.
  1. Identify the various approaches used for communications research.
  2. Discuss the findings and significance of communications research studies.
  3. Conduct a content analysis study on media content.
  4. Conduct a focus group study on public perception of media.
  5. Explain the applications of communications research for various purposes.
  6. Discuss research ethics issues within communications research.
  7. Critique research opinions that may differ from each other or one’s own views.

Learning and Teaching Approach:

Approach

Hours per week

Total credit hours

Lectures & discussions

3

45

Tutorials

1

15

Independent study

4

60

Total

120

Assessment Approach:

A. Individual Comparative analysis of research papers: Portion of Final Mark: 10%

Students will individually write one 1000-1250 word analysis of two research papers on similar topics conducted in two different cultural or geographical locations. The analysis should compare the two studies and their findings. Students will highlight the differences in the studies’ results and conclusions that may have occurred due to the different cultural and geographical factors. The tutor will provide topics as a reference. Students will then be required to find corresponding research papers in order to make a comparison.

1%       Objective of the review

1%       Choice of papers

2%       Summary of the papers

2%       Analysis of the papers

2%       Comparison of the articles

2%       Interpretation and conclusion

B. Midterm examination: Portion of Final Mark: 15%

Students will be required to sit for a written midterm examination of 1.5 hr duration proving their theoretical grasp of the concepts, as well as their ability to apply the concepts using practical examples.

C. Individual Content analysis: Portion of Final Mark: 20%

Students will individually conduct a content analysis concerning Bhutanese and global media. They will be given a rubric at the beginning to guide them with their data collection. The rubric will guide them on how many exposures, the duration of segments, the number of issues, etc. they would need for this assignment depending on their choice of medium. Students will select the content for analysis or the phenomena they want to study (e.g., the content % of news vs. advertisements on BBS, the reportage of rural issues vs. urban issues). The students will draw a conclusion from their analysis and write a content analysis report of 1250-1500 words.

4%       Background and research question

6%       Thoroughness of data collection and content measurement

6%       Data analysis

2%       Conclusion and recommendation

2%       Language

D. Focus group study group project: Portion of Final Mark: 15%

The students will work in groups of 3-4 to perform a focus group study on the impacts of different aspects of selected Bhutanese and other media on different sections of the Bhutanese society. The study should include 3 rounds of focus groups with approximately 6-10 different participants in each group. The students will analyse their findings and present a 10-15 minute report to the class with an outline of the objectives, brief background on the research, the methodology, and the conclusions and recommendations.

1%       Research question

3%       Methodology (focus group choice and questions framed)

2%       Report of key findings or overall observation

3%       Analysis of group response

2%       Recommendations

2%       Overall presentation skills

2%       Group dynamics

 Areas of assignments

Quantity

Weighting

A.    Comparative analysis of research

1

10%

B.    Midterm examination

1

15%

C.   Content analysis

1

20%

D.   Focus group study

1

15%

Total Continuous Assessment (CA)

 

60%

Semester-End Examination (SE)

 

40%

Pre-requisites: CTH203 Contemporary Media Theory and Practice

Subject matter:

  1. Unit I: Understanding research
    • Science and research
      • Media research and the scientific method
    • Elements of research
      • Concepts and constructs
      • The nature of measurement
      • The levels of measurement
      • Reliability and validity
    • Research process
      • Selection of problem
      • Review of existing research and theory
      • Hypotheses or research questions
      • Determination of appropriate methodology and research design
      • Data collection
      • Analysis and interpretation of data
      • Presentation of results
      • Replication
  1. Unit II: Research approaches relevant to mass communication
    • Qualitative Research: Overview and description of approaches, general outlines of how the approaches are performed, their applications (with examples) and significance
      • Field Observations
        • Advertising
        • Public relations
        • Organizational communication
        • Eye tracking services
        • Convenience purchases, e.g., Korean virtual shops for commuters and usage
      • Intensive interviews
        • Following trend setters
        • Finding out about pop icons
        • Following social media personas
        • Implementation of smart home functions
        • AI as investment in communication and merging technology
      • Case Studies
        • Emergence and survival of print media in Bhutan; “The media’s struggle for survival in Bhutan”
        • Fake news on populations; “How fake news goes viral: a case study”
        • Whitening creams vs. tanning products in different markets; “All's Fair in Love and Cream: A Cultural Case Study of Fair & Lovely in India”
      • Survey
        • Brief overview and description of survey approaches, general process of conducting surveys
        • Applications of survey research (with examples) and significance
          • Testing a media pitch
          • Analysing audience perceptions of self
          • Analysing audience perception of peer groups
          • Product placement and product recognition
          • Consumer surveys
        • Introduction to longitudinal research: studies following trends over time
          • Brief overview and description of longitudinal approaches
          • Applications of longitudinal research (with examples) and significance
            • Nostalgia and video game usage from education to enjoyment
            • Consumption and use of news
            • Panel studies
            • Special panel designs for character analysis
            • Panel discussions for DJ/VJ audiences
          • Introduction to experimental research: going beyond passive observation to making and altering circumstances
            • Brief overview and description of experimental approaches
            • Applications of experimental research (with examples) and significance
              • Recording improv scenes with unknowing participants
              • Communicator Credibility in message acceptance
              • Passive Observer e.g., Burger King PSA on bullying
  1. Unit III: Introduction and practice on select research methodologies
    • Content analysis
      • Overview and description
      • Typical purposes and applications for content analysis studies
        • Advertising vs. real content
        • Violence in a TV show
        • Proper use of language
        • Portrayal of gender
      • Methodology
        • Selecting content for analysis
        • Selecting an appropriate sample from the population
        • Defining units of analysis
        • Constructing categories of content for analysis
        • Establishing quantification system
        • Coding contents according to definitions
        • Analysing data collected
        • Drawing conclusions and searching for indications
      • Focus group analysis
        • Overview and description
        • Typical purposes and applications for focus group studies
          • Television pilots
          • Target audience likes and dislikes
          • Trending pop culture
          • Product recognition and recall habits
          • Smart phone habits
          • App usage and innovators
        • Methodology
          • Selecting a sample
          • Determining the number of groups necessary
          • Preparing the study mechanics
          • Preparing the focus group materials
          • Conducting the session
          • Analysing the data and prepare a summary report
  1. Unit IV: Communications research applications
    • Newspaper and magazine research
      • Types of research
      • Website usability research
      • Introduction of new product
      • Merging companies and keeping audiences satisfied
    • Research on electronic media
      • Ratings research
      • Non-ratings research
    • Research in advertising
      • Copy testing
      • Media research
      • Campaign assessment research
      • Qualitative techniques in advertising research
      • Advertising research and the internet
    • Research in public relations
      • Common types of public relations research
      • Research in the public relations process
      • Public relations research and the internet
  1. Unit V: Ethics in communications research
    • Need for ethics in communication research
      • Avoiding bias
      • Protecting the interests of research subjects; consent, anonymity, and confidentiality
      • Legal requirements, e.g., government/ professional self-regulations/ institutional policies
      • Societal influences
      • Personal responsibility and convictions
    • Ethics in data analysis and reporting
    • Ethics in the publication process
    • Ethical problems in media research
      • Concerns over voluntary participation and informed consent
      • Concealment and deception by the researcher
      • Protection of privacy; research involving observation without the participants’ knowledge
    • Contemporary issues related with ethics in communications research
      • Ethics and online research

Reading List: (A course-pack of the shorter reading materials will be made available to students)

  1. Essential Reading:
    • Maheshwari, S. (2016, November, 21). How fake news goes viral: a case study. New York Times.

Retrieved from https://www.nytimes.com/2016/11/20/business/media/how-fake-news-spreads.html

  • Oputu, E. (2013, December 4). The media’s struggle for survival in Bhutan. Columbia journalism review.

Retrieved from https://archives.cjr.org/behind_the_news/the_medias_struggle_for_surviv.php

  • Wimmer, R.D. & Dominick, J.R. (2014). Mass media research (Wadsworth Series in Mass Communication and Journalism). Wadsworth Publishing Co Inc.
  • Shevde, N. (2008). All’s fair in love and cream: a cultural case study of fair & lovely in India. Advertising and society review 9(2)

Retrieved from http://www.michelepolak.com/200fall11/Weekly_Schedule_files/Sheyde.pdf

  1. Additional Reading:
    • Dahlgren, P.S. (2016). Communication and citizenship: Journalism and the public sphere. S.l.: Routeledge.
    • Dragon, W., & Duck, S. (2005). Understanding research in personal relationships: a text with readings. London: Sage.
    • Emm, A. (2002). Researching for the media: television, radio and journalism. Routledge.
    • Fowler, H. R., & Aaron, J. E. (2007). The Little, Brown handbook. Boston: Pearson.
    • Kessler, L., & McDonald, D. (2016).When words collide: A media writers guide to grammar and style. Boston, MA: Cengage Learning.
    • Mytton, G., Diem, P., & Dam, P. H. (2016). Media audience research: a guide for professionals. New Delhi, India: SAGE.
    • Wood, P. (2007). Priming the printing press: The growing print media in Bhutan. S.I.T. Tibetan and Himalayan Studies.

Retrieved from http://digitalcollections.sit.edu/cgi/viewcontent.cgi?article=1215&context=isp_collection

Date:  May 14, 2018
Royal Thimphu College