OUTLINE AND REFLECT ON A RESEARCH PROPOSAL ON THE EFFECT OF MEDIA IN TEENAGERS AND CONSUMER CULTURE CHANGE
INTRODUCTION
The purpose of this research proposal is to identify a need in the society/community for a research or study in the effects of the media. By identifying the problem, give background of the issues, purpose of research and the significance thereof.
5. METHODOLOGY
5.1 Characteristics of scientific research perspective
The scientific method of research is different from the other theoretical approaches in that if it does not follow the steps below, it is not scientific. Wimmer & Dominick (2014:10-13).
• Scientific research is public Advances in scientific research requires freely available information, therefore researchers when publishing reports must take great care and ensure that information on sampling methods, measurements and data gathering if available. This information is required for future research.
• Scientific research is objective Objectivity is also required cause scientific research deals with facts rather than interpretation. The fact that teenagers get influenced by the media requires to be explored and get a remedy if the influence is to the distraction of the society. As for the impact on the change in consumer culture, it is a fact that consumers tend to but more of what they are exposed to by the media.
• Scientific research is empirical Researchers believe that research must be measurable. In this instance we need to quantify the ration as to how is the media influence is impacting teenagers.
• Scientific research is systematic and cumulative No research study stands alone, nor does it rise of fall by its own. The research on the impact of the media on the behavior of teenagers might have been a follow up study on the increase in the percentage of teenage pregnancy and first year university drop outs.
• Scientific research is predictive Science is concerned with relating the present to the future. Theories that are developed from the current study will be of great help in predicting the future. From this study if we establish that students who use Facebook in class tend to perform badly in their exams, we can conclude that in future phones will not be allowed during lectures.
• Scientific research is self-correcting Scientific research is a never ending process; it is a series of small steps. From this research we can develop another research on how to help addicted teenagers that are affected by drugs influenced by social media.
5.2 Research Methodologies Different methodologies are associated with different paradigms.
• Quantitative research method Quantitative methodology is associated with the positivist paradigm; researchers who use this methodology will use methods such as surveys and experiments. The positivist paradigm is the oldest, though is still widely used in mass media research. This research methodology yields descriptive results. This methodology also assumes that the communication phenomenon can be counted and numerically measured. It is also used a set of statistic standardized questions and interviewers conducting the interview are not allowed to stray from the questionnaire. This methodology might be relevant to our research as it will this methodology might be relevant to our research as it will yield the best results in describing the problem, but with this methodology reality is an objective, it exists apart from researchers and can be seen by all. In other words it is out there; it exists apart from researchers and can be seen by all. In other words it is out there, whereas for the interpretive researcher there is no single reality. Each observer creates reality as part of the research process. Wimmer & Dominick (2014:117-118). In terms of our research as a social science research this is not the best methodology to apply as we need to find out the impact of media on teenagers and consumer behavior, not assume and become objective.
• Qualitative research method This methodology is associated with the interpretive paradigm in order to understand how people in everyday natural setting create meaning and interprets the events of their world. Wimmer & Dominick (2014:117-118).This has since the 1980s been a popular social science research method. This paradigm is subjective and exists only in the in the reference of the observer. The interpretive researcher examines the entire process of the research and believes that reality is holistic and cannot be subdivided. The most difference in the latter from the above methodology is that the:
• Role of the researcher
• Design of the research
• Setting
• Measurement instruments
• Theory building - Whereas the positivist approach uses research to test, support and reject an existing theory, the interpretive researcher develops theories as part of the research process. This last point on theory building makes this methodology more relevant for this study as mentioned in the benefits to conducts this research as part of policy making and regulation in the media from the results of the research.
• Mixed research method A mixed methods approach is the one in which the researcher collects, analyses, and integrates both methods in a single study. The benefits of applying this methodology is that once the problem is being described by the quantitative methodology it can now be explored and controlled by means of regulation from the results of the qualitative methodology.
6. LITERATURE REVIEW
According to (Balvaves; Donald & Shoesmith: 2009:58-70) the majority of the early work to into creating a methodology for studying media effects was done in the United States. There were questions raised that gave reason to research.
• What makes people support a cause than oppose it?
• Do advertising influence people to buy products?
From the above two questions theories such as the agenda setting theory and the diffusion of innovation theory were brought about. Paul Lazarsfeld discovered that individuals does not only worked on a simple stimulus-response about mass media by receiving the message and act on them as early media influence theories assumes but found that there are intermediaries, like opinion leaders between the media and the audience. The concept of opinion leaders have grown into an independent field of study called the diffusion research, that looks at how innovation are diffused by the media through the social system and how individual adapt to those innovations. As for our research we will reflect of past studies as to how teenagers were influenced by the media. We can notice by the riving pop culture in teenagers. Every teenage girl wants to associate themselves with the Pop Star “Nicki Minaj” irrespective of her almost naked body on all her videos. As for teenage boys have resorted to being gangsters and using drugs by all the Hollywood movies that they are exposed to on the media and artist such as the Rap Star “Snoop Dog” cannot be isolated from this study.
7. REASEARCH ASSUMPTIONS
As for this research we are more going to focus on the qualitative research, it will be appropriate to focus on the assumptions from a qualitative point of view. Expectations is from this research is that we need to draft and improve the legislation on the use of media towards teenagers in order to improve the welfare of our country. This can be achieved by ruling out any myths such as ever teenager who watches the Nicky Minaj video will dress up inappropriate. Also that the consumer culture of a society is only influenced by the media that they are exposed to. People might buy expensive clothes not because they saw a celebrity wearing them on TV, but only because they can afford to but the.
SOURCES CONSULTED:
Brennen, B. S. 2013. Qualitative Research: Methods for Media Studies. Routledge
Wimmer, RD & Dominick, JR. 2006. (the 10th edition is dated 2013). Mass media research: an introduction. Belmont, Calif: Wadsworth.
Balvaves, M; Donald, SH & Shoesmith B: Media Theories and Approaches: A Global Perspective. Palgrave McMillian 2009
Fourie, P J. 2008. Media Studies, Policy Management and Media Representative Volume 2. Juta
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