Session for Delhi Metropolitan Education Media School Orientation Zoom Meet of August 5, 2020

1. https://www.daramonifah.com/
Home Grown New Media Journalist, Poet,
Artist and Educator from Virgin Islands

2. Media Research:
What & Why?
Professor Mira K Desai
Department of Extension & Communication
SNDT Women’s University
Juhu Campus, Mumbai

3. What is Communication?
Ideology
Technology
Process

4. What is Media?
Ideology Technology Process
Representation
Vehicles to Sell
Products
Capital
and
Institutions

5. NATURE
HUMAN
RELATIONSHIP
SOCIETY
Exploration
Explanation
Evidences
Understanding
Revelations
Insights
What is Science?

6. The Process of Science

7. Relationship of
Research<Knowledge<Science
• Research is systematic and scientific procedure
to draw conclusions
• Research contributes to knowledge and so to
branch of knowledge/science
• Knowledge is verifiable evidences, It is NOT
Information, nor its Google surfing
• Science (from the Latin word scientia) meaning
"knowledge“
• Science is systematic body of knowledge

8. Research Process
Formulation
of Problem
Review of
Literature
Decisions
about
Methodology
Data
Collection
Data Collection
Design
Deciding
Sampling
Data
Analysis
Interpretations
& Conclusions
Writing
Report

9. Braches of Science/Knowledge
• Natural Sciences- Chemistry, Biology,
Physics, Geology, Astronomy……..
• Social Sciences- Psychology, Sociology,
Anthropology, Economics, Politics…….
• Humanities- Languages, Fine/Performing/
Literary Arts…………
• Applied Sciences- Home Science,
Architecture…………

10. The Dewey Decimal System in Library Science

11. Trajectories…American Psychology
• 1600s – Rise of empiricism emphasizing centrality of
human observer in acquiring knowledge within
Psychology
• 1859 - Publication of Darwin's Origin of Species
• 1879 - Wundt opens lab for experimental psychology
• 1887 – American Journal of Psychology published
• 1940s – Behaviorism dominates
• 1950s – Cognitive psychology gains popularity
• 1968 – Founding of the Association of Black
Psychologists
• 1988 – Founding of the American Psychological
Society (now known as the Association for
Psychological Science)

12. Media Research Disciplines
Anthropology
Political
Science
PsychologySociology
Economics

13. Media & Entertainment Industry…!!
• Advertising {OOH, Direct marketing, PR…}
• Filmed Entertainment
• Print- Newspapers, Magazines
• Publishing- Books
• Electronic- Radio & Television
• Broadcast, Cable, DTH, IPTV, OTT
• Convergent platforms- Mobile and
telecom, Gaming, OTT, Music, Internet &
Social networking….

14. Media Sectors Classification
Mass Media:
Print: Newspapers & Magazines
Radio
TV
Films
Other Media:
Publishing: Books
Mobile & Telecom
Internet
Outdoors & Events
OTT
Advertising
Acting
Journalism
Public relations
Graphics-Gaming
Beauty & Make Up
Art & Design
Computer Animation
Fitness
Food
Transport

15. Media Research: Based on the
Stage of Production
FORMATIVE
(Pre-
Production)
PROCESS

16. Media Research by Methods
Surveys
Case
Studies
Ethnography
Experi
ments
Content
Analysis
Trend/Sentim
ent/ Network
Analysis

17. Media Research: Other
Classification
1.
•CREATION- Political Economy
2.
•Distribution- Flows
3.
•Consumption- Cultural Studies

18. Media Research: Why?
• Students: For the Degree or Knowledge
• Communicators: Policy making, For
creating communication- story/ characters/
treatment, Understanding Audiences,
Finding Solutions
• Advertisers: Selling products
• Marketers: Optimizing Profits
• Researchers: Predicting Trends

19. Why I do RESEARCH?
DEGREE Livelihood
EXPERIENCE
Recognition

20. What I tell my Students
about Research?
• Explore your Curiosity
• Know yourself as a Person
• Realize and recognize that ‘what you THINK
in your mind’ and ‘the WORLD outside your
mind’ are two Different Realities
• Learn to manage Time-People-Resources
• Be READY for the NEW ANSWERS Every time
• QUESTION everything

21. GOOD
WISHES For
Your Future

22. THANK You for TIME & PATIENCE
drmiradesai@gmail.com
www.sndt.ac.in