Research Traditions in
Media/Communication
Research tradition(s) is otherwise
known as research orientation(s).
It is the APPROACH adopted in
conducting research. Here we are
talking about what research method(s)
is/are adopted, what research design
is/are adopted, what data gathering
method(s) and analysis is/are adopted
and what way/form is/are adopted in
reporting your study.
Research Traditions in
Media/Communication
Generally, there are FIVE research
traditions in Communication research.
These are:
1. Positivist/Quantitative tradition
2. Phenomenological/Qualitative
tradition
3. Administrative tradition
4. Critical tradition
5. Pragmatic tradition
Research Traditions in
Media/Communication
Note however that whatever the
tradition adopted there are some
common factors in conducting research.
These factors are:
1. Data gathering
2. Data processing
3. Data analysis
4. Data presentation
5. Data interpretation
Data Gathering
This is simply gathering your data. You
can gather your data in many ways.
These include:
1. Going to the field, 2. Browse data
sites
3. Scrapping data webs, 4. Crowd
sourcing
5. Ask a forum, 6. Ask a mailing list
7. Join hacks/hackers, 8. Learn from
govt IT
9. write FOI request, 10. Definitive
research
Data Processing
Thisis simply refinement of data. Data
processing involves: organise data into
rows/columns that is use of spread
sheets/statistical soft wares. Data
processing is transformations of
observation gathered into system of
categories and translations of the
categories into codes amenable to
analysis
Data Analysis
Thisis further refinement of data for the
purpose of making logical decisions. It
involves inspecting, cleaning,
transforming and modelling data. The
goal is to discover useful information
suggesting conclusions and supporting
decision.
Data Analysis
You analyse data to describe,
summarise, compare, identify
relationship, identify differences,
forecast outcomes etc. tools of data
analysis are: measures of central
tendency, measures of dispersion,
normal distribution, sampling,
correlation-causation regression, pivot
tables etc
Data Presentation
Thisinvolves the use of tables, graphs,
charts, bar charts, histogram, pictogram
etc.
Data Interpretation
It is the process of making sense of
collected data which has been
processed, analysed, and presented.
Stating the implication of data.
Note that your interpretation of data
MUST be done in parsimonious ways as
possible.
Positivist/Quantitative
tradition
This is otherwise known as
INFERENTIAL research. This is the
analysis of phenomenon involving
measurement of variables. It uses
statistical methods to examine and
explain variables.
Phenomenological/Qualitative
Tradition
This is otherwise known as
INTERPRETIVE research. It is the
description of phenomenon or analysis
of same that does not depend on
measurement of variables. The
approach does not use statistical
methods in examining and explaining
variables
Administrative tradition
These are researches conducted to gain
information for assessment,
management or improvement
purposes. Administrative tradition is
applied research. The aim could be for
quality assurance, program evaluation,
product improvement, advertising
influence, price-quality relationship,
product acceptance, etc.
Critical tradition
Critical tradition is a reflective
challenge of unjust discourse. It is an
analytical or probing orientation. The
aim is to ascertain the why, what,
when, who, where and the how of
phenomena. Critical tradition is
opposed to perpetuation of hegemonic
power or influence on the generality via
the use of communication.
Critical tradition
Thistradition challenges the status quo.
For instance there is what we called
news room socialization in
communication science. News room
socialisation spelts out ways of
behaving (documented) in the news
room. However if you are conducting a
study into news room socialisation
based on the present day realities and
advancement in technology that is
CRITICAL tradition in research. It simply
challenges the status quo.
Pragmatic Tradition
This research orientation evaluates
theories or beliefs in terms of the
success of their practical application. It
considers the practical effect of the
objects of your conception. This
tradition preaches that practicality of
ideas be accepted and impracticality be
rejected
Pragmatic Tradition
A great example of pragmatic tradition
in communication science is the study
of EFFECTS. Another good example is
the spiral of silence theory of Elizabeth
Noelle Newman.
