* In chapter 5, Potter introduced three interrelated facets to mass media research (audiences, texts and institutions) and matched up seven qualitative methodologies with those. Then on page 68, he stated that we "usually focus on one of the facets and choose one methodology as a strategy for examining the facet of interest."
1. But what are some of the exceptions to this? Can we think of any examples of research studies that include more than one facet of interest and/or that involve more than one methodology?
2. Is this something doable within the qualitative approach? If yes, how can we manage to conduct the study without losing the primary focus of the study?
* Pauwels, (2005), “Websites as visuals and multimodal cultural expressions: opportunities and issues of online hybrid media research,” Media, Cultural & Society, 27(4); p. 604-613.
3. When I first read this article, some of the "opportunities and issues" of online hybrid media research discussed here seemed outdated in a way since it is a rapidly evolving research area. But at the same time, I realized that we still need to pay attention to some of the "issues" such as the textual bias or triangulation. What are some of the recent developments on these issues?
4. This article focuses on the interactive features of the web and CMCs as it was written at the time when we didn't see much of the web 2.0 technologies that we see now. But it seems like researchers ourselves tend to face different opportunities and issues when we look at different technological features of the digital media. What are some of the latest opportunities and issues we see from online media research now, especially when it comes to qualitative approach?
* Belton, (2000), “The ‘face at the window’ study: a fresh approach to media influence and to investigating the influence of television and videos on children’s imagination,” Media, Culture & Society, 22(5); p. 629-643.
5. On page 642, Belton concludes, "future research would benefit from letting go of crude categorizations and from developing methodologies which take on board the individual, everyday, embedded reality of the viewing experience." The author also explained about the paradigm shift in media research "from an experimental and statistical approach towards 'real world' studies of 'ecological validity'" (p 641). The study seems to suggest that we take a more ethnographical stance. But what other qualitative methodologies can we use specifically for mass comm and journalism research?
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