Saul McLeodupdated There are various approaches in contemporary psychology. An approach is a perspective i.
Observation Deduction The objective of the basic pattern of ethnographic approach to audience research is to unearth certain traits and behavioral aspects of the chosen sample size. Traditionally, in media research, ethnographic groups were used to assess the behavioral aspects of existing and potential audiences, belonging to a separate society.
However, over the years, ethnographic approach has been applied to reveal certain aspects of the subcultures that are formed within a larger society, which is otherwise familiar to the researchers as a whole Pink Thus, ethnographic research is used as a tool to study an alien society as well as to delve deeper with an otherwise familiar society and community and unearth the traits of a subculture formed within it.
Ethnographic studies, conducted on short notice, may involve group discussions, based on certain questions directed at identifying the traits of a particular group.
In this case, the group is not informed about the purpose of the research and hypothesis is formed on the basis of the collected data. However, ethnographic approach is traditionally conducted by interaction with the chosen samples in real life environments.
These informal interactions often reveal certain useful behavioral traits. Comparison of methodologies Some of the other prominent forms of media research methodologies are: Media Diary method Q Method Media Diary method is used to maximize the scopes of expression of the participants in the research.
The participants are asked to maintain diaries, wherein they can maintain records of various aspects that include hours spent on a particular form of media, usage patterns and particular experiences or perceptions related to viewing or listening of certain forms of media.
One of the main characteristics of this method is that the participants are assured of greater levels of privacy, as compared to some of the other forms of media researches. This is because, the respondents the opinions and feedbacks of the respondents will be accessible only to the person conducting the research.
Ethnographic approach is used as a tool to reveal the current behavioral aspects of the respondents in terms of media uses. Media diaries are used to obtain information regarding audience tastes and preferences that are expected to remain constant in the long run Jensen, These preferences are likely to stay unchanged in the near future.
Q factor methodology is used to sort multiple and distinct viewpoints of the selected respondents. In this type of study, the respondents are asked to rank or arrange a number of pre identified factors or elements. A correlation is formed among the choices or preferences associated by a respondent to the various factors.
Ethnography is often used to study the cultural traits displayed by a particular society or community. It involves grouping or classifying groups based on certain traits.
Q factor methodology involves forming holistic idea on an individual basis. The individual data are subsequently linked to correlate the perceptions of a group.
Assessment of ethnography approach Like the other prominent media research methods, ethnographic approach has certain strengths and weaknesses.
The strengths of this approach are as follows: It is conducted by interacting with the respondents in a real life scenario. This minimizes scopes of errors that might have occurred if a respondent was asked to remember an experience in a prearranged research environment Brennen There is no rigid hypothesis for conducting the researches.
Rather the hypothesis is unbiased and can be formed or discarded based on the observations and deductions. This approach can be used to reveal finer traits that could not be exposed by other media research methods. The weaknesses of this approach are as follows: Small sample sizes may be considered as representative of a larger group of potential or existing audiences, leading to generalization Anderson Qualitative and Quantitative methodologies, Routledge, UK.Theorists argued that the tests assess verbal, mathematical, and spatial capabilities, but they do not directly examine other abilities that seem to be inherent parts of intelligence: creativity, social understanding, knowledge of one’s own strengths and weaknesses and so on.
Gardner argues that there is both a biological and cultural basis for the multiple intelligences.
Neurobiological research indicates that learning is an outcome of the modifications in the synaptic connections between cells. This means that each child will have his own unique set of intellectual strengths and weaknesses.
Integrating. Welcome to ‘CE Corner' "CE Corner" is a quarterly continuing education article offered by the APA Office of CE in ashio-midori.com feature will provide you with updates on critical developments in psychology, drawn from peer-reviewed literature and written by leading psychology experts.
Evaluating means talking about the strengths and weaknesses of the study as well as the strengths and weaknesses of the level of analysis as a whole with reference to the question (e.g. reductionist explanation of genetics in some behaviour).
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