10 Things Every Media Researcher Has To Know… And You’ll Never Guess What They Are.

Ooooooh got you with the click-bait title, thank you BuzzFeed.

I suppose in order for us to understand what Media Research is, we must first know what the concept of research is itself.  The most basic understanding is that it consists of inquiry and investigation.  Researching enables people to ask questions that have yet to be asked, combining skills to solve problems and finding answers, and communicating this new found knowledge to a wider audience so they too can benefit from your research.

The methods people chose to complete their research vary extensively as they depend on the specific needs of the investigation, the standards of the academic discipline, and the preferences of the researchers themselves.  As noted by UC San Diego, research is an act of community, you are building on the knowledge of others before you and building a base for those who will come after.  Research is an ongoing collaborative process.

When we speak about Media Research, we are referring to the search for information relating to different media channels and their effects.  With this we have to consider the different ways in which Media Research is conducted.  Trends are calculated on social media sites like Facebook, Twitter and YouTube due to the popularity of certain posts or movements within their respective communities.  Surveys are collected examining people’s opinions on various issues.  Ratings are accumulated to show what radio stations and TV broadcasts audiences are tuning into most.  These are just some of the tools used to investigate media, but there are many more.

I would consider myself an avid researcher, there is very seldom a moment where you won’t find me on my phone ‘researching’.  I’m constantly examining the latest trends in streetwear culture or in viral content across all platforms, and although this is a very basic level of researching, I am still building my wealth of knowledge so as to leave something for those who come after me.

For me the most interesting aspect of media research is the how social media has influenced the way we dress and the fashion/ cultural trends that have emerged through the use of social media.  Trends like “Normcore”, that emerged as arguably the most over-arching fashion theme of 2014 began as an art project by some New York, Arts degree graduates.  They presented their project to trend-prediction agency K-Hole and from there it blew up.  Fashion sites and social media accounts started posting articles and photos about this new trend that embraced what Australians would refer to as ‘daggy’, incorporating stone-washed denim with white crew socks and sneakers (think Steve Jobs at every Apple convention, or your Dad for that matter).

Social media has the world connected like never before and it’s amazing to think that our interactions 10, 20 years ago weren’t like today (but I suppose that’s more the 20 year old speaking, than the media researcher).

Ethical Smethical¯\_(ツ)_/¯

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As we grow and change, so does our grasp of what it right and what is wrong.  Our understanding of these concepts is usually shaped during childhood by societal/ and cultural norms, but our morality is fluid and continues to develop and mature throughout our lifetime.  Most would consider ethical dilemmas as simply a matter of applying common-sense, but there are many issues that tip-toe the line between good and evil.

That’s the hardest thing about ethics, there is no universal definition of what it is to be ethical because it is so purely subjective.  Due to an individual’s understanding of the world and cultural context, their ethical/ moral compass will invariably differ.

One of the most important elements in undertaking any type of research is being able to maintain strong ethical principles so as not to discredit or undermine your work.  As Resnik explains in his article “What is Ethics in Research & Why is it Important?”, there are several reasons why researchers should adhere to ethical norms:

  • They promote the aims of research, such as truth, knowledge and the avoidance of error.
  • Due to the nature of research being somewhat cooperative, they support values that are essential to collaborative work like trust, objectivity, accountability and respect.
  • Abiding by these ethical norms also ensures that researchers can be held accountable to the public.
  • Acting in an ethical manner also gives researchers an opportunity to build public support, as they can be seen as more trustworthy in terms of the quality and integrity of their research.
  • They also encourage a variety of other social and moral values like; social responsibility, human rights, animal welfare, compliance with the law, and promoting health and safety.

Due to the ethics of research being so important, there have been many guidelines issued by various industries so that there can be a set of standards for individuals and groups to follow.  In Australia, the Australian Research Council (ARC) in conjunction with the National Health and Medical Research Council (NHMRC) and Universities Australia (UA), developed The Australian Code for the Responsible Conduct of Research in 2007.  This aimed to explain what is expected of researchers and assist institutions in developing their own codes of conduct.

A somewhat recent example of unethical researching techniques is Facebook’s ‘Emotional Manipulation Study’, which sparked international outrage due to its lack of consent from users of the social media site.  The study was carried by researchers from both Facebook and Cornell University, and sought to establish whether “emotional states can be transferred to others via emotional contagion, leading to people experience the same emotions without their awareness.”  The study was so significant because it included over 689,000 people, and no informed consent was given.  Therefore leading to many people deeming it unethical and condemning the actions of Facebook.

So I guess the biggest thing to take from this is knowing that being ethical in research is important because it is beneficial to all parties involved.  Not only does it protect the research subjects and public in general, but it also protects the researchers themselves from public backlash and even worse consequences.