Media Research Now...

The growth of various forms of mass communication has resulted in an increasing need for better knowledge of the processes, influences and effects of mass communication. Some of the reasons for media research are discussed below:

Today, the average person has access to many media – national dailies to regional or vernacular newspapers, number of radio and television stations, hundred of magazines, books and films. In the era of multi-media scenario, there is intense competition among the different media to capture as much of the public’s time and attention possible. That’s why in communication and media research, there is more emphasis on the media habits of the public.

There is always an effort on the part of the media managers, editors and broadcasters to reach larger audiences. Its merely impossible for media organizations to have personal contact with everyone in the audience and knowledge of their varying needs, likes, dislikes and opinions. The larger audience today are better educated, sophisticated, more traveled and broader interest through exposure to media.

Public at large, worldwide are also concerned about the possible effects of the media. People want answers as to whether they and their children are at risk. It’s either political party’s effort to sell ideology, advertiser’s effort to sell soap to soup or there is a need to ease out cross-border tensions, audiences are counted, media are compared, messages and appeals are tested and contents are analyzed.

Last but not the least, media research helps developing theories to explain media influences. Theories are sound explanations for understanding all aspects of society. Theories are not wild guesses, speculations. In all scientific investigations, theories are systematic explanations of the causes of some conditions or situations. Theories are the product of research and research also decide whether a given theory is adequate.