Notes of Communication Research for BJMC students

 

BAJMC

Communication Research

Dr Ramshankar

Unit I – Communication Research: Concepts & Theories

 Topic 1: Communication Research – Meaning & Definition

Communication is central to human life. From cave paintings to social media platforms, the ways of transmitting ideas, emotions, and knowledge have changed drastically, but the need for communication has remained constant. However, communication is not simply the act of sending and receiving messages. It is a social process that shapes values, attitudes, and behavior.

Because communication is so powerful, it is essential to study it systematically. That is why communication research emerged as a field—to provide scientific, organized, and objective analysis of messages, media, audiences, and their effects. Communication research seeks answers to questions such as:

• How do media messages influence public opinion?
• What role does communication play in development?
• How are new technologies transforming human interaction?

Thus, communication research is the backbone of media studies and mass communication as an academic discipline.

 

2. General Meaning of Research

The word research comes from “re-” (again) + “search” (to look for). It literally means “to search again”—to re-examine phenomena in order to find truth.

Kerlinger (1973) defined research as:

“Research is a systematic, controlled, empirical and critical investigation of hypothetical propositions about presumed relations among natural phenomena.”

In simple words, research is:

• Systematic – follows organized steps.
• Objective – free from personal bias.
• Empirical – based on evidence, not speculation.
• Critical – open to verification and testing.

✦ The Romance of Research (Radman & Mory, 1962)

This classic book highlights that research is not merely data collection but a journey of curiosity, imagination, and systematic verification. It emphasizes that research has a “romance” because it satisfies the innate human desire to explore the unknown.

Applied to communication, this means that studying media is not only technical but also intellectually exciting, as it helps us discover how messages shape individuals and societies.

 

3. Meaning of Communication in this Context

The word communication originates from the Latin communicare, meaning “to share”. It is not simply the transfer of information but the creation of shared meaning.

Communication involves:

• Sender (Communicator) – the one who encodes and sends the message.
• Message – the content or idea.
• Channel (Medium) – the pathway (newspaper, radio, TV, internet).
• Receiver (Audience) – the one who decodes the message.
• Feedback – the response of the receiver.

Communication research, therefore, studies how these elements interact and produce effects.

4. Concept of Communication Research

Communication Research = Communication + Research

 It is the scientific study of communication processes, messages, media, and effects.

It focuses on:

1. How messages are produced.
2. How they are transmitted through different media.
3. How audiences receive, interpret, and respond.
4. What short-term and long-term effects they produce on individuals and society.

 

5. Definitions by Scholars

1. Wimmer & Dominick (2006):

“Communication research is the systematic investigation of the processes, content, and effects of mass communication.”

2. Charles R. Berger (1987):

“Communication research is the careful, systematic, and objective investigation of communication phenomena for the purpose of understanding, describing, predicting, and controlling them.”

3. Wilbur Schramm (1963):

“Research in communication is directed towards understanding how people use messages to create meanings and how those messages affect individuals and societies.”

4. Press Commission of India (1954):

“Communication research is a tool to study the role of the press in opinion formation and its impact on society.”

These definitions highlight three things: process, content, and effect.

6. Essential Elements of Communication Research

Communication research is concerned with the entire process of communication. Its essential elements can be understood through the Lasswell formula: “Who says What, in Which Channel, to Whom, with What Effect?”

1. Who (Sender/Communicator):
• The source that creates the message.
• Research studies credibility, trust, and influence of communicators (e.g., journalists, influencers, politicians).
2. Says What (Message/Content):
• The theme, tone, symbols, and language of the message.
• Example: studying gender stereotypes in television advertisements.
3. In Which Channel (Medium):
• Print, broadcast, or digital.
• Different media are researched for their reach, popularity, and credibility.
4. To Whom (Audience):
• The target group of the message.
• Research identifies audience demographics, preferences, and psychological traits.
5. With What Effect (Impact):
• The final influence of the message on knowledge, attitudes, or behavior.
• Example: voter decisions after exposure to political campaigns.

 

7. Traditional vs. Modern Communication Research

Traditional Approaches (Before 1970s):

• Focused on newspapers, radio, and early television.
• Mainly descriptive studies: readership surveys, audience feedback, and content analysis.
• Example: measuring literacy campaigns via radio in rural areas.

Modern Approaches (Post-1970s to present):

• With technological growth, research expanded to television, internet, and mobile communication.
• Uses advanced statistical tools, experiments, and digital analytics.
• Involves interdisciplinary perspectives (psychology, sociology, computer science).
• Example: using big data to study how Twitter hashtags influence election debates.

 

8. International Perspective

1. Harold Lasswell (1948):
• His model of communication became a foundation for research.
• Encouraged studying effects systematically.
2. Paul Lazarsfeld (1940s):
• Pioneer of survey research in communication.
• Developed the Two-Step Flow theory through election studies.
3. Wilbur Schramm (1960s):
• Known as the “father of communication studies.”
• Established research centers in the U.S. and collaborated globally, including in India.
4. George Gerbner (1976):
• Developed Cultivation Theory using long-term research on television.

 

9. Indian Perspective

Communication research in India developed gradually after independence.

• Press Commissions (1954 & 1982): Emphasized systematic study of media.
• SITE (Satellite Instructional Television Experiment, 1975–76): One of the world’s largest communication experiments. Research studied its impact on rural education and health awareness.
• Kheda Project (Gujarat, 1970s): Community television project, measuring how rural populations received and used televised information.
• Jhabua Development Project (1990s): Focused on integrated rural development through media.
• Election Studies by CSDS: Surveys on how radio, television, and later digital media affect voting behavior.

These examples show how communication research became central to democracy and development in India.

 

10. Case Studies

1. Election Studies (India):
• Conducted by CSDS (Centre for the Study of Developing Societies).
• Findings: rural voters were highly influenced by radio in the 1970s, television in the 1980s, and social media in the 2010s.
2. Advertising Research:
• Studies on fairness cream advertisements (like Fair & Lovely) revealed reinforcement of beauty stereotypes.
• Research showed significant impact on consumer perceptions.
3. Digital Campaigns (2014 & 2019 Indian General Elections):
• Research showed WhatsApp and Facebook played crucial roles in mobilizing voters.
• Demonstrated the growing role of digital analytics in political communication.

 

11. Contemporary Trends in Communication Research

1. Big Data Research:
• Social media generates billions of data points.
• Researchers use analytics tools to study trends, sentiments, and behaviors.
2. Artificial Intelligence (AI):
• Sentiment analysis of tweets during elections.
• Automated content analysis using machine learning.
3. Digital Media Analytics:
• YouTube viewership studies.
• Instagram influencer impact research.
4. Cross-Cultural Communication Studies:
• Globalization requires comparative research across countries.

 

12. Summary

• Communication research means the systematic, objective, and scientific study of communication processes, messages, media, and effects.
• It involves studying the communicator, message, medium, audience, and impact.
• Traditional research focused on print and broadcast, while modern research deals with digital media, big data, and AI.
• Internationally, scholars like Lasswell, Lazarsfeld, Schramm, and Gerbner shaped the field.
• In India, communication research grew through Press Commissions, SITE, Kheda, and election studies.
• The Romance of Research reminds us that research is not only fact-finding but also a romantic journey of discovery that expands human knowledge.

 Thus, understanding the meaning and definition of communication research is essential for building the foundation of media studies.

 

13. References

• Berger, C. R. (1987). Communication Research and Theory. Sage Publications.
• Gerbner, G. (1976). Living with Television: The Cultivation Process. In Communication Technology and Social Policy.
• Kerlinger, F. N. (1973). Foundations of Behavioral Research. Holt, Rinehart & Winston.
• Lasswell, H. (1948). The Structure and Function of Communication in Society. University of Illinois Press.
• Lazarsfeld, P. F., Berelson, B., & Gaudet, H. (1944). The People’s Choice. Columbia University Press.
• Radman, & Mory. (1962). The Romance of Research. McGraw-Hill.
• Schramm, W. (1963). The Science of Human Communication. Basic Books.
• Wimmer, R. D., & Dominick, J. R. (2006). Mass Media Research: An Introduction. Thomson Wadsworth.
• Press Commission Reports (1954, 1982), Government of India.
• CSDS Election Studies, New Delhi.

 

 

 

 

 

 

 

 

 

 

 

Topic 2: Importance of Communication Research

 

Communication is not merely the exchange of messages but a powerful process that shapes individual perceptions, cultural values, political awareness, and social change. In the age of globalization and digital media, communication has become central to everyday life. But how do we know the real impact of media on people? Does advertising truly change consumer habits? Do political campaigns alter voting behavior? Do development messages reach rural populations effectively?

The answer lies in communication research. The importance of communication research rests in its ability to provide scientific evidence about how messages are produced, transmitted, received, and interpreted. It guides policymakers, media managers, advertisers, governments, and educators in making informed decisions.

2. General Importance of Research

Research, in any field, is important because it:

1. Generates new knowledge – moves beyond assumptions.
2. Solves problems – offers evidence-based solutions.
3. Improves practices – makes institutions more effective.
4. Guides decision-making – assists governments, organizations, and industries.
5. Stimulates further inquiry – opens new questions.

As Radman & Mory write in The Romance of Research, research is important not because it always gives final answers but because it keeps the cycle of inquiry alive.

 

3. Why Communication Research is Important

a) Understanding Media and Society

• Media is both a mirror and a molder of society.
• Research helps us know how media reflects social issues and how it also shapes public attitudes.
• Example: Studies of television soap operas in India show how family values and gender roles are reinforced or challenged.

b) Guiding Media Policy and Management

• Media houses need audience feedback to survive.
• Research tells managers what content works, what audiences prefer, and what advertising strategies are effective.
• Example: Television Rating Points (TRPs) and readership surveys.

c) Supporting Democracy and Public Opinion

• In a democracy, media plays the role of watchdog.
• Research measures whether media coverage is balanced or biased.
• It also reveals how media influences voting and public opinion.
• Example: Agenda-setting studies show that media shapes what people think about (if not what to think).

d) Advertising and Consumer Behavior

• Companies spend billions on ads but rely on research to know whether campaigns succeed.
• Example: “Fair & Lovely” advertising research demonstrated its influence on consumer perceptions of beauty.

e) Development and Social Change

• Research is critical in assessing whether development campaigns (health, education, environment) reach rural and marginalized populations.
• Example: Studies on the impact of radio programs on rural women’s health awareness.

 

4. Definitions and Views of Scholars

1. Wilbur Schramm (1963):
   “Communication research helps us understand how messages inform, persuade, and entertain, and how they affect audiences.”
2. Wimmer & Dominick (2006):
   “Communication research is important because it provides insights into how media content is produced, distributed, and consumed.”
3. Radman & Mory (1962):
   “The importance of research lies not in final answers but in generating continuous curiosity and systematic inquiry.”

5. The Romance of Research Perspective

Radman & Mory emphasize the romantic nature of research:

• It satisfies human curiosity.
• It provides tools for solving real problems.
• In communication, this means research helps us discover how media shapes democracy, influences development, and changes culture.
• Thus, the importance of communication research is not only academic but also practical and societal.

 

6. Areas Where Communication Research is Useful

1. Media Effects Research:
• Studies short-term and long-term effects of media.
• Example: Gerbner’s Cultivation Theory shows television shapes perceptions of reality.
2. Public Opinion Studies:
• Research reveals how opinions are formed.
• Example: Pre-election surveys measure how campaigns influence voter choices.
3. Political and Election Research:
• Research explains voter behavior and media influence.
• Example: Lazarsfeld’s Two-Step Flow Theory and CSDS election studies in India.
4. Advertising and Marketing:
• Research helps in segmentation, targeting, and message effectiveness.
5. Development Communication:
• Research evaluates campaigns for literacy, health, sanitation, and empowerment.
6. New Media Research:
• Social media influence, digital journalism, and online activism.
• Example: #MeToo movement studies.

7. Importance in Indian Context

India provides a unique landscape for communication research because of its diversity in language, culture, socio-economic status, and media consumption patterns.

a) Press Commissions (1954 & 1982)

• The First Press Commission (1954) emphasized the need for media research to assess the press’s role in democracy.
• The Second Press Commission (1982) highlighted the social responsibility of media and recommended strengthening journalism education and research in universities.

b) CSDS Election Studies

• The Centre for the Study of Developing Societies (CSDS) pioneered systematic election studies in India.
• These studies measure voter behavior, media exposure, and political communication.
• Example: In the 1971 elections, CSDS found that radio was the most influential medium in rural areas.

c) Development Communication Projects

1. SITE (Satellite Instructional Television Experiment, 1975–76):
• Provided educational TV programs to 2,400 villages.
• Research evaluated the impact on health, agriculture, and literacy awareness.
2. Kheda Project (Gujarat, 1970s):
• Community TV project studying rural audiences.
• Showed that villagers learned new farming and health practices.
3. Jhabua Development Project (1990s):
• Used communication to promote watershed management and rural development.

d) Rural Journalism and Development

• Research studies reveal that mainstream Indian media underrepresents rural issues.
• Communication research helps design community radio, local newspapers, and NGO campaigns to amplify rural voices.

 

8. Contemporary Trends in Communication Research

With technological shifts, the importance of communication research has expanded.

a) Big Data Analytics

• Billions of tweets, Facebook posts, and YouTube views provide massive datasets.
• Researchers use computational methods to analyze sentiment and predict behavior.

b) Social Media Analytics

• Studies measure the influence of influencers, memes, and viral content.
• Example: Hashtag movements (#MeToo, #FarmersProtest) studied for agenda-setting effects.

c) Artificial Intelligence and Machine Learning

• AI helps automate content analysis.
• Example: detecting fake news using algorithmic models.

d) Digital Campaign Research

• In elections and marketing, research tracks click-through rates, engagement metrics, and online mobilization.

9. Case Studies

1. 2014 and 2019 Indian General Elections:
• Research revealed unprecedented use of social media for political campaigns.
• WhatsApp groups became powerful tools for voter mobilization.
2. Swachh Bharat Abhiyan:
• Studies evaluated how government campaigns in TV, radio, and social media shaped sanitation habits.
• Found urban impact was stronger than rural, leading to redesigning communication strategies.
3. COVID-19 Media Coverage:
• Research examined how news channels and digital media informed or misinformed the public.
• Showed that effective communication reduced panic, while misinformation increased fear.

 

10. Summary and Conclusion

The importance of communication research lies in its ability to:

• Reveal how media influences knowledge, attitudes, and behavior.
• Guide policymakers, governments, and organizations in designing effective communication strategies.
• Strengthen democracy by monitoring media’s role in shaping public opinion.
• Support industries by analyzing consumer responses to advertising.
• Drive social change through evaluating development campaigns.
• Adapt to new technologies like big data, AI, and digital platforms.

As Radman & Mory emphasize in The Romance of Research, the true importance of research lies not only in finding answers but also in stimulating new questions. Communication research thus contributes not just to academics but also to society’s democratic, developmental, and cultural progress.

 

11. References (APA Style)

• Berger, C. R. (1987). Communication Research and Theory. Sage Publications.
• CSDS Election Studies. (Various Years). New Delhi.
• Government of India. (1954, 1982). Press Commission Reports. Ministry of Information & Broadcasting.
• Lazarsfeld, P. F., Berelson, B., & Gaudet, H. (1944). The People’s Choice. Columbia University Press.
• Radman, & Mory. (1962). The Romance of Research. McGraw Hill.
• Schramm, W. (1963). The Science of Human Communication. Basic Books.
• Wimmer, R. D., & Dominick, J. R. (2006). Mass Media Research: An Introduction. Thomson Wadsworth.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Topic 3: Scientific Approach for Communication Research

 

Communication research is only as strong as the methods it employs. If studies are based on personal impressions or biased interpretations, their findings will not be reliable. This is why the scientific approach is vital.

A scientific approach ensures that communication research is systematic, objective, and verifiable. It allows scholars to move beyond speculation and personal opinion, producing evidence that can be trusted by policymakers, educators, media practitioners, and the general public.

2. Meaning of Scientific Approach

The scientific approach refers to a way of studying phenomena that is systematic, evidence-based, and guided by logical reasoning.

Kerlinger (1973) defined scientific research as:

“Systematic, controlled, empirical, and critical investigation of hypothetical propositions about presumed relations among natural phenomena.”

In communication research, this means studying media messages, audiences, and effects using empirical data rather than assumptions.

 

3. Characteristics of Scientific Research

1. Objectivity: Free from researcher’s personal bias.
2. Systematic Process: Follows clear steps—problem, hypothesis, data collection, analysis.
3. Empirical Base: Relies on observation and evidence, not speculation.
4. Testability: Hypotheses can be tested and verified.
5. Replicability: Results can be reproduced by others.

 

4. Why Scientific Approach is Necessary in Communication Research

1. To ensure accuracy: Helps separate fact from opinion.
2. To build theories: Establishes general principles about media and communication.
3. To guide policies: Governments and organizations need evidence-based insights.
4. To evaluate effects: Media influence is complex; only scientific studies can measure it precisely.
5. To adapt to change: As media evolves, scientific methods help track new patterns.

 

5. Principles of Scientific Research

• Objectivity: Research findings should not depend on who conducts the study.
• Reliability: If repeated, results should be consistent.
• Validity: Research should actually measure what it intends to measure.
• Generalizability: Results should apply beyond the specific study sample.

 

6. Stages of Scientific Method in Communication Research

1. Problem Identification:
• Example: “Does social media influence voting behavior among young adults?”
2. Review of Literature:
• Examine past studies (Lazarsfeld, Schramm, Gerbner).
3. Hypothesis Formulation:
• Example: “Exposure to political content on Facebook increases youth political participation.”
4. Research Design:
• Decide method: survey, content analysis, experiment, case study.
5. Data Collection:
• Tools: questionnaires, interviews, observation, digital analytics.
6. Data Analysis:
• Use SPSS, R, or AI-based tools for statistical testing.
7. Interpretation and Conclusion:
• Draw inferences, validate or reject hypotheses, suggest future research.

7. The Romance of Research (Radman & Mory) Perspective

Radman & Mory, in their classic work The Romance of Research (1962), argued that the real “romance” of research lies in its systematic and scientific nature. According to them:

• Research is not about randomly collecting facts; it is about testing ideas in a disciplined way.
• Curiosity and imagination must be balanced with evidence and verification.
• In communication studies, the romance emerges when questions such as “Why does one message succeed while another fails?” or “How do media campaigns shape society?” are tested through scientific procedures.

Thus, Radman & Mory emphasize that the scientific approach transforms curiosity into reliable knowledge.

 

8. Traditional vs. Scientific Approaches

Traditional Approach:

• Based on anecdotal evidence and personal impressions.
• Example: “People seem to like radio programs more than TV.” (Not tested, only observed).

Scientific Approach:

• Based on measurable, repeatable data.
• Example: Conducting a survey of 2,000 listeners and statistically analyzing their preferences.

The shift from traditional to scientific methods is what turned communication studies into a credible academic discipline.

 

9. Scholarly Definitions and Viewpoints

• Berger (1987):
  “The scientific approach in communication research ensures that findings are not merely opinions but tested facts.”
• Schramm (1963):
  “Without scientific method, communication research would remain speculative and descriptive.”
• Wimmer & Dominick (2006):
  “The scientific method helps communication researchers collect, analyze, and interpret data systematically to reduce errors and bias.”

 

10. Indian Perspective

In India, the scientific approach in communication research grew gradually:

• Press Commissions (1954 & 1982): Recommended systematic studies of press, readership, and media effects.
• CSDS Election Studies: Pioneered survey-based voter behavior studies.
• SITE Experiment (1975–76): Used controlled experiments to measure the impact of TV on rural education and health.
• Kheda Project: Applied field experiments in Gujarat villages to study how rural communities use television.

These examples show that India adopted scientific designs such as surveys, experiments, and case studies to evaluate communication impact.

 

11. Case Studies

1. Lazarsfeld’s Election Studies (USA, 1940):
• Used scientific survey methods.
• Led to Two-Step Flow Theory: opinion leaders mediate media influence.
2. Indian General Elections (CSDS):
• Survey-based research revealed how media affects voter turnout and attitudes.
3. Social Media Algorithms (2019 Indian Elections):
• Researchers studied WhatsApp groups and Facebook advertisements using digital analytics.
• Showed micro-targeting of messages influenced urban youth.

 

12. Contemporary Trends

The scientific approach is even more important in the digital era:

• Big Data Research: Millions of tweets and posts analyzed for public sentiment.
• AI & Machine Learning: Algorithms detect misinformation and measure emotional tones in media content.
• Digital Experiments: A/B testing of political ads or online campaigns.
• Neuroscience & Eye-Tracking Studies: Used in advertising to study attention and memory.

 

13. Summary

• The scientific approach is the backbone of communication research.
• It ensures objectivity, reliability, validity, and generalizability.
• Research moves through clear stages: problem, literature, hypothesis, design, data, analysis, interpretation.
• Scholars like Schramm, Berger, Wimmer & Dominick stress that without scientific method, communication research would remain speculative.
• In India, Press Commissions, CSDS election studies, and projects like SITE and Kheda used scientific designs effectively.
• In today’s digital world, big data, AI, and analytics make the scientific approach more relevant than ever.
• As Radman & Mory argue, the true “romance” of research lies in curiosity guided by scientific rigor.

Thus, scientific approach is not optional but essential for credible communication research.

 

14. References

• Berger, C. R. (1987). Communication Research and Theory. Sage Publications.
• Kerlinger, F. N. (1973). Foundations of Behavioral Research. Holt, Rinehart & Winston.
• Lazarsfeld, P. F., Berelson, B., & Gaudet, H. (1944). The People’s Choice. Columbia University Press.
• Radman, & Mory. (1962). The Romance of Research. McGraw Hill.
• Schramm, W. (1963). The Science of Human Communication. Basic Books.
• Wimmer, R. D., & Dominick, J. R. (2006). Mass Media Research: An Introduction. Thomson Wadsworth.
• Government of India. (1954, 1982). Press Commission Reports. Ministry of I&B.
• CSDS Election Studies, New Delhi.

 

 

 

 

 

 

 

 

 

 

 

Topic 4: Communication Research in India – Growth & Trends

India is one of the most diverse societies in the world, with differences in language, caste, religion, culture, and socio-economic conditions. Communication is central to connecting this diversity, and research is essential to understand how media operates in such a complex environment.

Communication research in India has grown through multiple stages—from early press studies in the 1950s to today’s big data-driven analyses of social media. It has contributed to democracy, development, advertising, and digital transformation.

 

2. Early Background of Communication Research in India

Pre-Independence Period:

• Research was limited to press freedom and political propaganda.
• Most studies were descriptive rather than scientific.

Post-Independence Period (After 1947):

• India’s democratic system increased the importance of mass communication.
• Media became a tool for nation-building, literacy, health awareness, and development.
• The need for systematic research was recognized to evaluate media’s role.

 

3. Role of Press Commissions (1954 & 1982)

1. First Press Commission (1954):
• Examined the status of Indian press.
• Recommended readership surveys, media ownership studies, and journalism education.
• Marked the beginning of institutionalized communication research.
2. Second Press Commission (1982):
• Emphasized media’s social responsibility.
• Suggested integration of media research in universities.
• Highlighted the need to study television, advertising, and rural communication.

 

4. Institutional Development

• Indian Institute of Mass Communication (IIMC), New Delhi:
  Established in 1965, became a major hub for media research and training.
• Universities:
  Departments of journalism and mass communication were started in Delhi, Pune, Hyderabad, Madras, JNU, Jadavpur, etc.
• Prasar Bharati & Doordarshan:
  Developed audience research units to measure listenership/viewership.
• NGOs & Independent Research Bodies:
  Like CSDS (Centre for the Study of Developing Societies) in New Delhi, conducting election studies.

5. Major Areas of Communication Research in India

1. Public Opinion & Election Studies:
• CSDS pioneered survey-based studies on voter behavior.
• Showed how radio and TV influenced rural voters.
2. Development Communication:
• SITE (1975–76) provided educational TV to 2,400 villages.
• Kheda Project in Gujarat introduced community television.
• Jhabua Project (1990s) focused on rural development via media.
3. Advertising & Consumer Research:
• FMCG companies commissioned studies to measure ad effectiveness.
4. Public Relations & Campaign Research:
• Government schemes (Pulse Polio, Swachh Bharat) studied for effectiveness.
5. Socio-Cultural Research:
• Studies on films, soap operas, and digital platforms shaping Indian culture.

 

6. Growth Trends by Decades

• 1950s–60s: Early press studies, readership surveys.
• 1970s: Development communication experiments (SITE, Kheda).
• 1980s: Doordarshan audience research, growth of TV studies.
• 1990s: Post-liberalization media boom, satellite TV research, advertising studies.
• 2000s onwards: Digital media, internet penetration, and social media analytics.

 

7. Contribution of Scholars

• Wilbur Schramm: Collaborated with Indian institutions to promote development communication research.
• Paul Lazarsfeld: Inspired survey methods in Indian election studies.
• Indian Scholars: N. Bhaskar Rao, Y.V.L. Narsimha Rao, Keval Kumar contributed significantly to Indian communication studies.

 

8. Challenges of Communication Research in India

1. Lack of funding.
2. Shortage of trained researchers.
3. Dependence on foreign theories.
4. Language and cultural diversity complicating surveys.
5. Limited use of advanced digital methods in rural areas.

9. Contemporary Trends in 21st Century

India has entered a new era of communication research driven by globalization, digitalization, and data analytics.

a) Big Data Research

• Social media platforms like Facebook, Twitter, Instagram, and WhatsApp generate billions of data points daily.
• Researchers now use computational tools to study voting trends, online activism, and digital consumption.
• Example: Twitter sentiment analysis during elections or policy debates.

b) Social Media Research

• Focus on online discourse, influencer culture, misinformation, and hashtag movements (#MeToo, #FarmersProtest).
• Studies measure how digital campaigns influence youth, urban voters, and marginalized voices.

c) Artificial Intelligence & Machine Learning

• AI tools are applied to detect fake news, study audience emotions, and analyze large datasets automatically.
• Machine learning enables predictive research (e.g., forecasting election outcomes).

d) Election Analytics

• Use of surveys + digital tracking to understand voting behavior.
• Micro-targeting strategies in the 2019 Lok Sabha elections became a subject of research worldwide.

e) Digital Marketing and Consumer Research

• Brands increasingly rely on online ad-tracking, A/B testing, and web analytics.
• Indian communication researchers are studying digital consumer habits in e-commerce and OTT platforms.

 

10. Case Studies

1. SITE (Satellite Instructional Television Experiment, 1975–76):

• Conducted jointly by NASA and ISRO.
• Broadcast educational programs on agriculture, health, and family planning to 2,400 villages.
• Research showed improved awareness, though challenges remained in access and adoption.

2. Kheda Project (Gujarat, 1970s):

• Community television project where villagers participated in content creation.
• Studies showed that rural audiences preferred locally relevant programs.

3. Jhabua Development Project (1990s):

• Used mass communication for watershed development and rural empowerment.
• Research revealed positive changes in farming practices and women’s participation.

4. 2014 & 2019 General Elections:

• Social media played a decisive role.
• Research showed how WhatsApp groups and Facebook ads influenced voter mobilization.
• Scholars documented the rise of “digital propaganda” and “micro-targeting.”

 

11. The Romance of Research in Indian Context

Radman & Mory’s The Romance of Research emphasized that research is a journey of curiosity, imagination, and systematic validation.

In India, this “romance” is visible in:

• The excitement of studying how diverse cultures consume media.
• The challenge of applying global theories to a multi-lingual society.
• The creativity of experiments like SITE and Kheda, which were among the largest communication experiments in the world.

Thus, Indian communication research reflects the romantic spirit of inquiry—discovering how media can contribute to democracy, development, and cultural change.

 

12. Summary

• Communication research in India has grown from descriptive press studies in the 1950s to highly sophisticated digital analytics today.
• The Press Commissions (1954, 1982) institutionalized research.
• The SITE, Kheda, and Jhabua Projects made India a global leader in development communication experiments.
• CSDS election studies advanced survey-based political research.
• In the 21st century, India is witnessing a transition toward big data, AI, and social media analytics.

The growth of communication research in India shows that it is not only an academic exercise but a practical tool for strengthening democracy, shaping development, and understanding cultural change.

 

13. References

• Bhaskar Rao, N. (1985). Mass Communication Research in India.
• CSDS Election Studies. (Various Years). New Delhi.
• Government of India. (1954, 1982). Press Commission Reports. Ministry of Information & Broadcasting.
• Keval J. Kumar (2010). Mass Communication in India. Jaico Publishing.
• Radman, & Mory. (1962). The Romance of Research. McGraw Hill.
• Rogers, E. M. (1976). Communication and Development: Critical Perspectives. Sage.
• Schramm, W. (1963). The Science of Human Communication. Basic Books.
• Wimmer, R. D., & Dominick, J. R. (2006). Mass Media Research: An Introduction. Thomson Wadsworth.

 

 

 

 

 

 

Topic 5: Nature, Scope & Relation with Communication Theories

The nature, scope, and theoretical relation of communication research define its academic identity. Unlike casual observation, communication research is scientific, interdisciplinary, and socially relevant. Its scope extends from traditional press studies to cutting-edge big data analytics. Moreover, it is inseparably linked with communication theories, which provide frameworks to guide research, while research validates or refines theories.

 

2. Nature of Communication Research

1. Objective and Scientific:
• Based on evidence, not personal opinion.
• Uses surveys, experiments, content analysis, digital analytics.
2. Interdisciplinary:
• Draws from sociology, psychology, political science, economics, computer science.
3. Applied and Problem-Solving:
• Focuses on practical issues: voter behavior, advertising impact, development campaigns.
4. Dynamic and Evolving:
• Adapts to changes in technology (radio → TV → internet → AI).
5. Socially Relevant:
• Addresses issues like democracy, rural development, gender representation, and misinformation.

3. Scope of Communication Research

a) Media Effects Research

• Examines how media influences knowledge, attitudes, and behavior.
• Example: Gerbner’s Cultivation Theory showed TV’s effect on perception of violence.

b) Audience Studies

• Who consumes what media, why, and with what effect?
• Example: Uses & Gratifications studies on youth and social media.

c) Political and Election Studies

• How do campaigns and media coverage influence voter choice?
• Example: CSDS studies in India, Lazarsfeld in USA.

d) Advertising and Marketing Research

• Consumer psychology, brand recall, ad effectiveness.

e) Development Communication

• Media’s role in health, education, agriculture, women empowerment.

f) Cultural Studies

• Media representations of caste, class, gender, religion.

g) Digital and Social Media Research

• Big Data, influencer impact, algorithm studies, online activism.

 

4. Scholarly Definitions and Viewpoints

• Wimmer & Dominick (2006): Communication research is wide-ranging, covering content, audiences, and effects.
• Wilbur Schramm (1963): It studies how messages affect individuals and society.
• Berger (1987): It is inherently interdisciplinary and linked to theory.

 

5. The Romance of Research Perspective

Radman & Mory argue that the “romance” of research lies in discovering new truths through systematic inquiry. Applied to communication, the scope becomes romantic because it spans from studying rural radio programs to analyzing AI-driven media.

 

6. Relation with Communication Theories

a) Lasswell’s Model (1948):

• “Who says What, in Which Channel, to Whom, with What Effect?”
• Research operationalizes each component.

b) Two-Step Flow Theory (Lazarsfeld, 1944):

• Media effects mediated by opinion leaders.
• Research confirmed in election studies.

c) Uses & Gratifications Theory (Katz, 1974):

• Why people use media.
• Research on social media continues this tradition.

d) Agenda-Setting Theory (McCombs & Shaw, 1972):

• Media influences what people think about.
• Research tests this in elections and campaigns.

e) Cultivation Theory (Gerbner, 1976):

• Long-term exposure to TV cultivates perceptions.
• Now applied to OTT and gaming.

f) Diffusion of Innovations (Rogers, 1962):

• Explains adoption of new technologies.
• Applied in Indian rural development projects.

g) Network Theories (Contemporary):

• Explain how digital networks spread information or misinformation.

 

7. Indian Context

• Press Commissions (1954, 1982): Established need for research.
• SITE, Kheda, Jhabua Projects: Major experiments in development communication.
• CSDS Election Studies: Set international benchmarks for voter research.

 

8. Contemporary Trends

1. Big Data & AI: Studying millions of digital interactions.
2. Social Media Analytics: Understanding virality, digital propaganda.
3. Neuroscience & Eye-Tracking: Used in advertising research to study attention.

 

9. Case Studies

• Swachh Bharat Campaign: Research evaluated urban vs rural impact.
• 2014 & 2019 Elections: Social media propaganda and voter mobilization.
• COVID-19 Misinformation: Studies on fake news spread through WhatsApp.

 

10. Summary

• Nature: Scientific, interdisciplinary, socially relevant.
• Scope: Covers media effects, audiences, advertising, elections, development, and digital communication.
• Theoretical Relation: Communication research validates and refines theories like Lasswell, Agenda-setting, Uses & Gratifications, Cultivation, and Diffusion of Innovations.
• In India, projects like SITE, Kheda, and CSDS election studies demonstrate the richness of the field.
• In the 21st century, big data, AI, and social media analytics expand the scope dramatically.

 Thus, communication research is not only an academic exercise but a powerful tool to understand and shape society.

 

11. References

• Berger, C. R. (1987). Communication Research and Theory. Sage Publications.
• Gerbner, G. (1976). Living with Television: The Cultivation Process. In Communication Technology and Social Policy.
• Katz, E., Blumler, J. G., & Gurevitch, M. (1974). Uses and Gratifications Research. Public Opinion Quarterly.
• Lazarsfeld, P. F., Berelson, B., & Gaudet, H. (1944). The People’s Choice. Columbia University Press.
• McCombs, M., & Shaw, D. (1972). The Agenda-Setting Function of Mass Media. Public Opinion Quarterly.
• Radman, & Mory. (1962). The Romance of Research. McGraw Hill.
• Rogers, E. M. (1962). Diffusion of Innovations. Free Press.
• Schramm, W. (1963). The Science of Human Communication. Basic Books.
• Wimmer, R. D., & Dominick, J. R. (2006). Mass Media Research: An Introduction. Thomson Wadsworth.
• Press Commission Reports (1954, 1982), Government of India.
• CSDS Election Studies, New Delhi.