Changing trends in mass communication research

Mass Communication Research over the years has seen a drastic change in terms of research approach and methodology used to conduct research. There has been a shift from qualitative research approach to quantitative research. Apart from that, a major change from effect analysis aspect to focusing on the other essential elements of the communication process is also seen. The present study is an attempt to explore different areas of mass communication research that represents a dominant paradigm in media research nowadays. During the course of this study, it was observed that in the present scenario of mass communication research, the focus is more on ‘content analysis’ and ‘medium analysis’ and sometimes ‘audience analysis’ especially research done by media industries themselves for marketing purpose.. Although the launch of social media channels had added more dimensions in the areas of media research but it was found that majority of the research done in the mass communication research has ‘content’ and ‘channel’ as their focus of attraction apart from impact studies.