Media Research -Introduction

INTRODUCTION 
The term mass media refers to any form of commu­nication that simultaneously reaches a large number of people through different channel of communication..    

WHAT IS RESEARCH? 

Usually these kind of things researcher investigate in mass media.  They  are: a radio station adopted format, a radio station played songs, a radio station's morning show listeners, The advertising  effective on TV, radio, the Internet, and in all types of print. the reason for  newspaper subscriptions declining, the elements of a successful magazine cover page.

GETTING STARTED

Two basic questions a beginning researcher must learn to answer are how to  and when use research methods and statistical proce­dures and

THE DEVELOPMENT OF MASS MEDIA RESEARCH

There are four phases in media research. 

They are

PHASE 1 The medium itself

PHASE 2 Uses and users of the medium

PHASE 3 Effects of the medium

PHASE 4 How the medium can be improved

In Phase 1 of the research, the research subject is medium itself.

1.   What is it?

2.   How does it work?

3.   What technology does it involve?

4.   Who will have access to the new medium?

5.   How much will it cost?

In this phase two, the study about the uses and the users of the medium.

1.   How do people use the medium in real life?

2.   What is the reason for the usage.

3.   What purpose they used media?

4.   What gratifications does the new medium provide?

Phase 3 includes investigations of the social, psychological, and physical effects of the medium.

1.   How much time do people spend with the medium?

2.   Does it change people's perspectives about anything?

3.   What do the users of the medium want and expect to hear or see?

In Phase 4, research is conducted to determine how the medium can be improved, what is the impact of it either in its use or through technological de­velopments.

1.   Can the medium provide infor­mation or entertainment to more types of people?

2.   How can new technology be used to perfect or enhance the sight and/or sound of the medium?

3.   Is there a way to change the content to be more valuable or entertaining ?

The Growth  Of  Mass Media Research

Research is a never-ending process. At least four major events or social forces have encouraged the growth of mass media research.

1.   The first was World War I, which prompted a need to understand the nature of propaganda.

2.   A second contributor to the development of mass media research was in the 1950s and 1960s that research data are useful in developing ways to persuade potential customers to buy prod­ucts and services.

3.   A third contributing social force was the increasing interest of citizens in the effects of the media on the public, especially on chil­dren.

4.   Increased competition among the media for advertising dollars was a fourth contrib­utor to the growth of research.

MEDIA RESEARCH AND THE SCIENTIFIC METHOD

Scientific research is an organized, objec­tive, controlled, qualitative or quantitative empirical analysis of one or more variables.

All research, whether formal or informal, begins with a basic question or proposition about a specific phenomenon. For example, why do viewers select one television program over another? 

THE METHODS OF KNOWING

There are several possible approaches in an­swering research questions.

A user of the method of tenacity follows the logic that something is true because it has always been true. Media exploit the youth is a general concept.

In the method of intuition, or the a priori approach, a person assumes that something is true because it is "self-evident" or "stands to reason." Some creative people in adver­tising agencies resist efforts to test their ad­vertising methods because they believe they know what will attract customers.

The method of authority promotes a be­lief in something because a trusted source, such as a parent, a news correspondent, or a teacher, says it is true. 
source : Wimmer and domenick-Mass media research

Read More

Theatre as a Vehicle for Social Change

People’s Theatre

The theatre is thus a medium, a method, a technique, an art and, above all, a new language in which imagination, discussions, dialogues, lamentations, laughter, Union, dancing and music are elements which shape the creation of the new voice - the voice of the people.  Theatre is efficient and effective methods of achieving  participation.  There are elements among the people that can provide the means, the interest and the individuals for the tasks of self-expression and social change that are involved. A people’s theatre does not mean an art of lower standards, but an art deriving from the people because it is concerned with them.  It is not an exotic art or one speaking for minorities.  It speaks to the basic human being who struggles to gain his/her daily needs and whose life or death is decided by that struggle.   

CATEGORIES OF PEOPLE THEATRE. 

The  base of the theatre must  to ensure that the material and spiritual riches of this earth reach those who should receive them. We can divide popular theatre into three categories. 

• Theatre produced by a theatrical group but oriented toward the people. This involves a group of actors, directors and dramatists producing for the community a play which inspires social change. Their objective may be didactic, that is  trying to bring to the people some educational message that encourage the audience to tackle the problems that their community faces. 
• 
  
• Theater organized by and for the people, with spectators. A group of people drawn from trade unions, cooperatives and other popular organizations without professional expertise and without departing from its daily tasks, sets up workshops for the peoples theatre. Their social drama and theatrical presentations contain elements drawn from the community and use people from the community.  It should analyze the local and national problems, trying to obtain as much information as possible and to provide interpretations of actual events.  The work may or may not be written, according to the interests and needs of those concerned. Music, humor, songs and dialogue are used to stimulate the emotive and critical reactions of the spectators. 
• 
  
• Theatre organized by and for the people without spectators. This is a ‘theatre informant’ in which the participation of the public creates the work performed, and in which the action gets through to the spectator and stimulates him/her into becoming an actor and dramatist. This can be done by the members of the community being asked to recount a real sequence of events for which the solution is difficult. 

“Theatre is the first art to confront conflict, shadows and silence to make words, movement, lights and life surge forth.”

Theatre as a Vehicle for Social Change There is a growing awareness on the part of theatre workers of the value of theatre and performance art in relation to social change and development.

Theatre as a Vehicle for Social Change

There is a growing awareness on the part of theatre workers of the value of theatre and performance art in relation to social change and development. Theatre is increasingly being used as a tool for communicating information and ideas and to spur debate, discussion and bring about conflict resolution.In recognition of the role that theatre plays in development, World Theatre Day is celebrated annually on 27 March. 

This day was created in 1961 by an international NGO called International Theatre Institute (ITI).  ITI’s aims, namely, promoting the, “International exchange of knowledge and practice in theatre arts in order to consolidate peace and solidarity between people.”

 To facilitate development, theatre can be used as a tool when broaching sensitive socio-economic issues in a non-threatening and non-intimidating manner.  Ultimately, theatre iis used by the oppressed person as a means of enacting their marginalisation and oppression.  “Theatre is a rehearsal for life.” 

Theatre can be an effective tool in development programmes: 

1. As an entertainment: Can attract and hold the interest of large numbers of people.

 2. As an oral medium in local languages: Can involve the poorest groups and classes who are often left out of development activities because of their illiteracy or lack of understanding of other languages. 

3. As a dramatic representation of local problems: provides a codification of reality which can be used by the participants in analysing their situation. 

4. As a collective expression and communal activity: Creates the context for cooperation rather than individual thinking and action. It creates the possibility for horizontal communication or peer learning rather than topdown one-way communication. 

http://www.hakikazi.org/papers01/am01.pdf

Read More