Media and Communication Research Methods - Literature review Example

Media and Communication Research Methods (Interview) Introduction Media and communication depends a lot on both qualitative and quantitative research. It is worth noting that the television and radio programs that are aired in the public involve quite some research and data collection. That notwithstanding, the magazines and newspapers that people read and internet news that readers have access to are planned and executed after a comprehensive researchdone by journalists (Baran, & Davis, 2012, p. 31). There are different purposes of research methodologies within the industry of media and communication. One ought to note that these research methods vary in techniques and procedures and are aimed at coming up with different forms of data. Interviews become an integral part of the research methods used for the purposes of obtaining data for media and communication. This paper, therefore, gives a comprehensive analysis of media and communication research methods with particular reference to interviewing as one of the methods. Discussion Face-to-face interviews have been predominant in the field of communication and media. Such interview techniques were traditionally used to collect data from respondents. However, the last few decades have seen a significant transformation in conducting interviews as a form of data collection in communication and media industries. Telephone interviews became popular in the last few decades and have since been widely embraced in the contemporary world. In addition to telephone interviews, the advent of technology has given rise to other forms of interviews including e-mail and chat box interviews (Mcluhan, 2006, p. 79). Interview techniques Interviews can either be conducted in real time that involves direct questions and answers or in different time in which questions are asked and answered at various times. The two modes of communication that can best suit these two categories of interviews are synchronous and asynchronous modes of communication. Asynchronous mode of communication takes place away outside real time and the processes of asking questions and getting replies take place in entirely different times. On the other hand, synchronous mode of communication occurs in real time, and responses to questions are provided at almost the same time as the questions (Mcluhan, 2006, p. 119). In media and communication, both asynchronous and synchronous modes of communication are used to conduct different techniques of interviews. There are four major interview techniques utilized in the media and communications industries in the contemporary world. The interview techniques include: a) Face-to-face interviews b) Telephone interviews c) MSN messenger interviews d) E-mail interviews It is worth noting that these forms of interviews can either be asynchronous in time and/or place of synchronous in time and/or place. This is an implication that an interview technique may either be in real time, but is different places or at the same place but outside real-time. Similarly, an interview technique may either be conducted in real time and at the same place or outside real-time but in different places. Table 1 below illustrates the relationship between synchronous communication, asynchronous communication, time, and place. Table 1 Time Place Synchronous communication Face-to-face interview MSN messenger interview Telephone interview Face-to-face interview Asynchronous communication e-mail interview e-mail interview MSN messenger interview Telephone interview One can make the following conclusions from Table 1 above: Face-to-face interviews are always conducted in real time and at the same place. Similarly, the illustration of the table reveals that telephone interviews and MSN messenger interviews are characterized by synchronous modes of communication in time but are however types of asynchronous communication in place. In addition, the table reveals that e-mail interviews are types of asynchronous communications in time and place. This implies that e-mail interviews are answered at different times and in different places (Lawrence Erlbaum Associates, 2004, p. 176). Strengths and weaknesses of the four interview techniques a) Face-to-face interviews As already noted, face-to-face interviews are synchronous both in time and place. This is an implication that this form of interviews takes place in real time and at the same time. For this reason, face-to-face interviews can make use of certain social cues in order to optimize on results obtained. It is worth noting that voice intonation, body language, and gestures can be used during interviews with the aim of attaining the intended results (Baran, & Davis, 2012, p. 151). One some occasions, journalists, use facial expressions to persuade their interviewees to offer extra information. It is definite that the effectiveness of social cues depends on the type of responses needed from the interviewee by the interviewer. For instance, social cues can be particularly important in the event that an interviewee is an irreplaceable subject in the sense that the information needed cannot be obtained from someone else. For this reason, face-to-face interviews can be used to extract extra information from the interviewees by journalists (Berger, 2014, p. 98). One also ought to note that there is little or no significant delay between questions and answers. Both the interviewer and interviewee can react immediately to the questions or actions posed by either party. This is helpful since it eliminates unwarranted reflection in which the answers expected from the interviewee may be exaggerated. However, this aspect also comes with its drawback. For instance, the interviewee must be very keen during face-to-face because the interviewer might not have to repeat every question. Another significant advantage of face-to-face interviews is the fact that they can be tape-recorded for future references. This typically happens with only if the interviewee gives his or her consent to record the interview. However, recording the interview may limit the interviewer from making short notes of the interview especially if the interviewer records the interview him or herself. In addition, recording interviews is also expensive and time-consuming as opposed to other forms of data collection in media and communication. When using face-to-face interviews as modes of collecting data in communication and media, an interviewer normally has the advantage of creating a proper interview ambiance. This implies that the interviewer can make necessary adjustments during the interview in order to normalize the interview environment. However, one notable disadvantage of this form of an interview is the fact that both the interviewer and the interviewee have to create time for an interview at the same time and the same place. The interview cannot take place in the event that one party is committed (Baran, & Davis, 2012, p. 95). b) Telephone interviews The use of telephone interviews has gained popularity over the last two decades. Journalists call their interviewees on the phone and ask questions through this media with the intention of obtaining relevant data or information for a particular case (Mcluhan, 2006, p. 89). One major advantage of the use of telephone interviews due to its asynchronous communication is the vast extent of access to participants. As opposed to face-to-face interviews, phone interviews can be used to locate people from broad geographical locations without the researcher having to travel to the places of vice versa. Therefore, in addition to saving time, this mode of interviews saves money (Berger, 2014, p. 205). Hard to reach populations can also be easily accessed through the phone. As a result of this, a journalist can get information from war zones without having to risk his or her life by being present in the violent areas in person. Other areas of natural disasters like earthquakes and floods can also be easily accessed through the phone with the aim of collecting data and gathering information. Phone interviews are effective when it comes to gathering information on sensitive issues. People are more likely to speak freely over the telephone as compared to when they are subjected to a face-to-face interview especially when asked to speak about sensitive issues. In addition, telephone interviews are ideal when the interviewees seek anonymity especially when their interview questions may be incriminating or posing security threats to them. One also ought to note that, just like the face-to-face interviews, phone interviews can be recorded as well (Hansen, 2013, p. 78). Despite making it easy to access people in broad geographical locations, phone interviews lack social cues that may further enhance the communication. The cues may also help to extract more information from the interviewee (Baran, & Davis, 2012, p. 128). In addition, phone interviews are susceptible to bias and exaggeration primarily because the researcher and interviewee to not come into direct contact with one another. This is mainly championed by the fact that the researcher does not see the situation where the interviewee is in at that moment. c) MSN messenger interviews The asynchronous communication of place that comes with instant messaging makes it an effective interviewing method that can be used to access participants in vast geographical locations. This is an implication that interviewees in hard to reach places can be easily accessed through MSN messenger interviews. However, just like the phone interviews, it also lacks social cues that can be used to enhance the communication and yield the desired results. Emoticons can be helpful in deriving and perceiving emotions during MSN messenger interviews though in limited occasions (Berger, 2014, p. 213). Another important aspect of MSN messenger is that it can offer anonymity in the event that the interviewees do not want their identities made public. As a result of the asynchronous communication of place, MSN messenger saves time and money because the researcher and the interviewee do not have to meet face-to-face (Mcluhan, 2006, p. 89). In addition, an interviewee only replies to the messages at his convenient time when using MSN messenger interviews. d) E-mail interviews The use of e-mail messaging by journalists has also gained worldwide popularity over the last several years. Journalists use the e-mail systems to send questions to their interviewees who in turn send responses via the same media. Just like telephone interviews and MSN messenger interviews, e-mail interviews are used to access people in vast geographical locations. One particular advantage of e-mail interviews is that background noises that might distort the information gathered are not recorded. Other strengths of this medium are that it is cheap to use and saves time (Baran, & Davis, 2012, p. 151). Nonetheless, this form of an interview cannot use social cues and hence extra information cannot be gotten from interviewees. E-mail interviews are also susceptible to exaggeration and bias since the interviewee and interviewer to not come into direct contact. On some occasions, respondents may be tempted to provide false information through e-mail interviews in order to remain relevant to the course. Conclusion All the aforementioned interview techniques and procedure share basic principles and can all play an imperative role in gathering information efficiently in media and communication research. However, a journalist or researcher must choose the most suitable interviewing technique depending on the circumstances of geographical location and the information needed. It is important to note that it is ethical to use just one technique when interviewing an interviewee at a particular time with exceptions of when one is making follow-ups. References Baran, S. J., & Davis, D. K. (2012). Mass communication theory: foundations, ferment, and future. Boston, MA, Wadsworth. Berger, Arthur. (2014). Media and communication research methods: an introduction to qualitative and quantitative approaches. 1933-SAGE. Hansen, Anders. (2013). Media and communication research methods. 1957-Palgrave, Macmillan. Lawrence Erlbaum Associates, (2004). Qualitative research in journalism: Taking it to the streets. Mcluhan, M. (2006). Understanding media: the extensions of man. Read More