Research methodology and tools in media and communications 1600-SZD-N-MNB-KM
This course is dedicated to both theoretical and practical issues related to research methodology in the discipline of media and communication studies. Doctoral students will become acquainted with the foundational epistemological assumptions of media studies, along with its principal research paradigms — including the empirical-functional, critical, and cultural-interpretative frameworks. The course encompasses an in-depth examination of the methodological foundations and conceptual underpinnings of key research approaches in the field, such as content analysis, discourse analysis, narrative and semiotic analysis, as well as survey research, in-depth interviews (individual and group), and ethnographic methods.
Additionally, the course includes an introduction to research metrics and scientometrics. This section covers the functions of scholarly and scientific communication. It also explores author-level and journal-level metrics, databases and indexing services, as well as current challenges in research assessment. Particular attention is paid to ethical considerations, including publishing transparency and risks.
Students will also gain insight into industry-standard audience measurement practices, including readership research, radio & television audience measurement. Upon completion, participants will have developed competencies enabling them to independently design and conduct media research projects and, to a certain extent, critically interpret their outcomes. The course also introduces the essential ethical guidelines for preparing research proposals involving human participants, in accordance with institutional research ethics boards.
Course objectives:
a) to understand the interdisciplinary nature of media research and the increasing role of methodological triangulation;
b) to explore and critically evaluate the major theoretical and methodological approaches within media and communication studies;
c) to identify and apply key research methods and techniques relevant to the study of both traditional media and emerging media forms and environments
Course coordinators
Type of course
Learning outcomes
Knowledge (W; in Polish: “wiedza”) (the graduate knows and understands)
WG_01 to the extent enabling the revision of existing paradigms - the world’s achievements relating to theoretical
foundations as well as general and selected specific issues - relevant to a particular discipline within the social
sciences
WG_03 the methodology of scientific research in the field of the social sciences
WK_01 fundamental dilemmas of modern civilisation from the perspective of the social sciences P8S_WK
WK_02 the economic, legal, ethical and other essential conditions of conducting scientific research in the field of the
social sciences
Skills (U; in Polish: “umiejętności”) (the graduate is able to)
UW_01 Take advantage of knowledge from different academic fields, in particular the social sciences to creatively
identify, formulate and innovatively solve complex problems or perform research tasks, especially:
− define the aim and subject of scientific research in the field of the social sciences, formulate a research
hypothesis,
− develop research methods, techniques and tools and use them creatively,
− Draw conclusions on the basis of research results
UW_02 critically analysing and evaluating the research results within the social sciences, of expert activities and other
creative work and their contribution to the development of knowledge
Social competences (K; in Polish” “kompetencje społeczne”) (the graduate is ready to)
KK_01 critically evaluate achievements within a given scientific discipline in the field of the social sciences
KK_02 critically assess one's own contribution to the development of a scientific discipline
KK_03 recognise the value of knowledge in solving cognitive and practical problems within a specific discipline in the
field of the social sciences
Assessment criteria
Description of requirements related to participation in classes, including the permitted number of explained absences:
A maximum of two absences is permitted — one in the module taught by Dr M. Paul, and one in the module taught by Dr K. Brylska
Principles for passing the classes and the subject (including resit session); Written assignment:
Assessment is based on active participation in class, combined with demonstrated familiarity with the assigned readings. Students are expected to defend their own theses and positions effectively during in-class discussions.
Methods for the verification of learning outcomes:
Learning outcomes will be assessed through the accuracy, relevance, and intellectual quality of students’ contributions during class, as well as their engagement in scholarly debate.
Evaluation criteria:
Final evaluation will be based on the student’s level of in-class participation, and the formal and substantive quality of their oral contributions.
Bibliography
Core reading:
• Earl Babbie, The Basics of Social Research, Thomson Wadsworth, 2005, 2008.
• Roger D. Wimmer, Joseph R. Dominick, Mass Media Research: An Introduction, Wadsworth Publishing Co Inc, 2009.
• Gillian Rose, Visual Methodologies: An Introduction to Researching with Visual Materials, SAGE Publications, 2001.
• Janet Buttolph Johnson, H.T. Reynolds, Jason D. Mycoff, Political Science Research Methods, SAGE Publications, 2019.
• Denis McQuail, McQuail's Media and Mass Communication Theory, SAGE, 2005.
• Bornmann, L., & Daniel, H. D. (2008). What do citation counts measure? A review of studies on citing behavior. Journal of Documentation, 64(1), 45–80.
• Kulczycki, E., et al. (2018). Publication patterns in the social sciences and humanities: evidence from eight European countries. Scientometrics, 116(1), 463–486.
• Moed, H. F. (2005). Citation Analysis in Research Evaluation. Springer.
• Waltman, L. (2016). A review of the literature on citation impact indicators. Journal of Informetrics, 10(2), 365–391.
Supplementary reading:
• David Silverman, Doing Qualitative Research, SAGE, 2022.
• John W. Creswell, Research Design: Qualitative, Quantitative, and Mixed Methods Approaches, SAGE, 2009.
• Tony Schirato, Angi Buettner, Thierry Jutel, Geoff Stahl (red.), Understanding Media Studies, Oxford University Press, 2010.
• Richard Campbell, Christopher Martin, Bettina Fabos, Ron Becker, Media and Culture: Mass Communication in a Digital Age, Palgrave Macmillan, 2022.
• Graham Gibbs, Analyzing Qualitative Data, SAGE, 2007.
• Uwe Flick, Designing Qualitative Research, SAGE, 2018.
• Steinar Kvale, Doing Interviews, SAGE, 2007.
• Michael Angrosino, Doing Ethnographic and Observational Research, SAGE, 2007.
• Marcus Banks, Using Visual Data in Qualitative Research, SAGE, 2007.
• Rosaline Barbour, Doing Focus Groups, SAGE, 2018.
• Tim Rapley, Doing Conversation, Discourse and Document Analysis, SAGE, 2007.