The Basics of Experimental Research in Media Studies

Abstract

This chapter discusses the basics of experimental design used in media studies research. Many scientific researchers believe, with good reason, that the controlled experiment is perhaps the best research method for determining a cause and effect relationship between variables. The chapter considers the types of research questions experiments can address, how the experiment can demonstrate causal relationships between variables, common experimental designs, data collection and interpretation, and ethical considerations. A major part of the chapter deals with internal validity pitfalls, such as confounds, randomization, and how to determine acceptable sample sizes. It also considers what may be regarded as controversial issues in experimental research, such as generalizability (or lack thereof), how to create treatment variance, the issues involved with creating message variance, and handling the issues of design complexity and manipulation checks.

Beyond counterarguing? Comparing multiple measures of cognitive resistance for psychological reactance using the avoidance, contesting, and empowering (ACE) resistance typology.

“…Thus, future research might consider an alternative (or less proximal) message source. Finally, all participants were exposed to one message which gives way to issues concerning single-message design effects (Leshner, 2014; O’Keefe, 2003; Thorson et al, 2012).…”

Portrayal of Rape Cases by Pakistani Electronic Media: Analysis of Ethical Dimensions

“…According to a PEMRA (Pakistan Electronic Media Regulatory Authority) report (Tahir, 2020), it is revealed that Geo News, ARY News, SAMAA News, Dunya News, and Express News are the most popular news channels among both male and female viewers, and these top five news channels are the sample size of the study. As far as rating is concerned, these top five news channels comparatively have much more viewership, and it is due to the news portrayed on the screen being believably of public interest (Leshner, 2013). The study looks for ethical dimensions in the portrayal of three prominent rape cases, i.e., Kasur Rape Case, Motorway Rape Case, and Islamabad Rape Case, because all these not only caught headlines, but these cases were believed to have been overcovered and sensationalized.…”

Effects of online commenter sex cues and news receiver sex on commenter credibility

“…News story was for replication, ensuring message variation. Using multiple messages for a single condition (message variation) helps in part to ensure generalizability to message categories and that the results obtained are not specific to a single story or topic we used in the study (Leshner, 2012; E. Thorson et al, 2012).…”