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RESEARCH AND
THE SCIENTIFIC
METHOD
Prepared by:
Ms. Gracey
Communication Research 1
COVERAGE
The Meaning of Research
Nature and Scope of Media Research
Concerns of Media Research
Methods of Acquiring Knowledge
The Meaning of Science
The Scientific Method
Steps of the Scientific Method/Research Process
GROUP ACTIVITY
Group yourselves into 5.
Answer this question: What comes into your mind when you
hear the word research? Write only one idea on a 1/8 sheet of
paper.
Lets play CHARADES.
This will be recorded as your Seat Work #1. The winning
group will get a perfect score of 20 points.
RESEARCH IN A NUTSHELL
Application of scientific method to study a problem.
A way to acquire dependable and useful information.
To discover answer to meaningful questions through the
application of scientific procedures.
RESEARCH
(Barzum & Graff, 1970)
Media messages and their origins.
Functions and purposes of media message.
Media channels, languages and codes.
Media content, references and information types.
Media audiences.
Effects of media messages, intended and unintended.
RESEARCH
(Barzum & Graff, 1970)
Media noise and feedback
Media technologies
Media regulation
Media ownership and control
Media management
Perceptions of the media as instruments of power etc.
METHODS OF ACQUIRING
KNOWLEDGE
Tenacity
Intuition
Authority
Experience
Rationalism
Science
METHODS OF ACQUIRING
KNOWLEDGE
Tenacity: These are all superstitious beliefs people hold on to
as though they are fact. For example, wear your a lucky shirt
when making deals which you strongly believe will bring you
good fortune.
Intuition: An approach in acquiring knowledge that is not
based on reasoning or inferring. Intuitive knowledge is not
scientific but is knowledge that originates from gut feeling or
predictions by soothsayers, astrologers and fortune-tellers.
METHODS OF ACQUIRING
KNOWLEDGE
Authority: Knowledge that originates from persons or sources
that are highly respected. For example, various religions have a
sacred text that represents the facts, which are considered
indisputable, final and cannot be challenged.
Experience: This approach of acquiring knowledge is based on
the statement which says, If I have experienced it, then it is
valid and true. In other words, only facts that are in agreement
with experience are accepted, and those that do not are
rejected. However, reliance on experience has its shortcomings
because our perceptions of people, events and objects are
affected by many factors. For example, we constantly add,
delete and reconstruct our experiences.
METHODS OF ACQUIRING
KNOWLEDGE
Rationalism: This approach uses reasoning to arrive at
knowledge and assumes that valid knowledge is acquired
through correct reasoning.
Science: It is a process that is followed in generating
knowledge and has been accepted as the best method of
acquiring knowledge. It lists a series of steps to be followed
when acquiring knowledge using the scientific method.
METHODS OF ACQUIRING
KNOWLEDGE
The Iraqis believe that the U.S. is an agent of Satan
Go forth and increase and multiply.
The Philippines has a young population according to the
census of 1998.
In the Philippines, professionals are likely to have smaller
family sizes that non-professionals.
INQUIRY
the core of the scientific method
the systematic study of experience that leads to
understanding and knowledge
Three stages
Asking questions
Observation
Constructing answers or explanations
INQUIRY
an interactive process focused on questioning, exploring, and
posing explanations, to gain a better understanding of the
world through active engagement in real-life experiences
Inquiry Process
Question/Problem
Hypothesis
Experiment/Survey
Record
Data Analysis
Conclusion
Inquiry Phase
Data Gathering (Hypothesis)
Data Gathering (Data Collection)
Implementation
PHASES OF INQUIRY
MODEL
INQUIRY PROCESS
SKILLS
Observe
Experiment
Collaborate
Measure
Sort/Classify
Compare
Record
Analyze & Share
Description
Example
Structured
Know problem to
investigate as well as
procedures and
materials, in
determining the
outcome.
Research on media
literacy with
samples/survey tools
provided to determine
outcome
Guided
Problem or question
and materials are
given and you have to
determine the process
and outcome.
Research agenda to
guide research
problem; directions
and thrusts given
Open
Determine the
problem,
investigation,
procedure, and
outcome
PATH OF RESEARCH
RESEARCH LIKE AN
HOURGLASS
RESEARCH LIKE AN
HOURGLASS
THANK YOU!