Qualitative Approaches In Mass Media Research Essay

, Research Paper

The qualitative approach to research largely came about as a result of disillusionment with the more scientific and numerically based quantitative approach, and basically sought “to describe and analyse the culture and behaviour of humans from the point of view of those being studied”. A number of methods are employed to this end. For example, through the use of unstructured interviews, focus group analysis, case study analysis, and most commonly, particpant observation i.e. where the researcher participates directly in the life of the group/body/organisation that (s)he is studying. It is the purpose of this essay to discuss the extent to which the strengths of qualitative research can be outweighed by the often cited problems of reliability, generalisation and interpretation in the field of mass media research. I will make special reference throughout to two studies by the Glasgow University Media Group, “Bad News” and “More Bad News”. Both studies employ the use of qualitative content analysis to analyse the question of bias on B.B.C. and I.T.N. news during the mid to late 1970’s, focussing principally on their reportage of economic and industrial relations. Firstly it is perhaps necessary to define the terms reliability, generalisation and interpretation in the context of qualitative research. The notion of generalisation here centres around the extent to which the results of qualitative research can be said to apply in a wider context beyond the confines of a given study. In short it relates to the extent to which qualitative study can be seen to be useful on a more general level outside the specific topic of the study. The term ‘interpretation’ in this context relates to the question of how feasible it is for the researcher to perceive events in the same way as they are perceived by the subject, and how easy it is to evaluate the validity of these interpretations. Finally, the use of the term ‘reliability’ in relation to qualitative analysis refers to how accurate and detailed the results of the research are, and what meanings can be reliably inferred from such results. There is a school of thought which suggests that one of the main problems with the qualitative approach is that of generalisation. It has been said that this lies in contrast to quantitative analysis where the research is based on systematic sampling procedures using a large random sample in order that the results can be easily, accurately and in a representative way translated to the entire popualtion. Part of the problem with qualitative analysis lies with the small numbers involved in the research process, and it is questionable how representative this small sample are. For example, in Sykes’ study of one prison he recognised a system of roles at work within the prison. Kassebaum, Ward and Wilner, however, concluded from their study that such a system did not exist. Both studies were using qualitative techniques to research the same broad area and yet came to very different conclusions, thus casting doubt upon the generalisability of their findings. Aspects of qualitative research can effect certain results and this can effect the extent to which they are generalisable. For instance, two separate studies of a tribe called Nyiah formed very different impressions of the group. Slater found them to be open and friendly, whilst Gartrell, a lone woman driving a Landrover, found them to be hostile, and perhaps these different results can be attributed to the Nyiah peoples belief that women should play a submissive role in society. To use another example, relating to qualitative study of the mass media, Glasgow University Media Groups study “Bad News” was effected by events out of the groups hands. For example, their often hostile relationship with the newsrooms they were scrutinising effected their research, particularly in the sense that only observation and no interviews were permitted. Furthermore, logistical problems such as the fact that by June 1975, half way into the study it was clear that due to financial considerations and work overload problems the group were not going to be able to continue their work up to the end of the year. This may have had knock on effects to their final results and conclusions, and thus has ramifications as to the generality of their research findings. The nature of qualitative research perhaps makes it more vulnerable to such effects given the flexibilty and lack of structure inherent in the approach. On the whole qualitative researchers do not have a rigid research strategy. For instance, Ditton, writing about his etnographic study of “fiddling” in a bakery, claims his research “was not set up to answer any empirical questions”. This approach increases the opportunities for coming across unexpected issues, and problems, both of which can significantly alter the course of study. Another problem associated with the qualitative approach is that of interpretation. In his book “Quantity and quality in social research” Bryman claimed that “explicating the subjects interpretation of social reality is the mainstay of qualitative research”. This implies that a huge diversity of perspective is required in order that the researcher can gain a multiplicity of world views, and there are inherent problems within this, especially if one takes the view that it is impossible to approach a piece of social research in a totally objective manner, devoid of any presuppositions. This