Communication Research

Por: Swayam . en: ,

Overview

Communication research is of theoretical and application value. Media effects research in particular has played a stellar role in the formulation and revision of communication theories. Some such theories include the ‘magic bullet theory, the selective exposure theory, the agenda setting theory, the uses and gratification theory, the theory of spiral of silence, and cultivation theory. Besides adding to theories, communication research provides functional inputs to communication and media industry. Such functional inputs are of immense value in assessing the reach and effectiveness of mass media, modifying the media content, and launching new media products to meet the changing needs of the audience. That being the importance of communication research, students pursuing post graduate programmes in communication and journalism must have a thorough understanding of research methods so as to function as academic and media industry researchers. With that objective, the 20 module of the communication research course is designed to help students learn all aspects of communication research. The 20-module syllabus covers all essential areas of research such as characteristics of research, types of research, review of literature, formulation of research questions and hypotheses, data collection methods, sampling procedures, data collection tools, collection and analysis of data, and presentation of findings. The course will also expose students to the most essential statistical procedures. Here, the focus will be on data measurement levels, measures of central tendencies; Measures of variability, Inferential statistics, parametric and non-parametric tests such as Chi-square test, Student’s t-Test, Analysis of Variance, Pearson and Spear-man Correlation coefficient tests, and use of statistical software for analysis. The 20 module will be covered in 15 weeks. Each week will cover one or modules with four quadrants consisting of E-content, self-instruction materials, interaction, assignments and assessments.

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