Broadening mass communication research for enhanced media practice

Fred A. Amadi

Abstract


This article examines how the attention which media scholarship gives to only the
quantitative research method impacts on journalism practice in Nigeria. Firstly, typical
mass media texts were purposively selected and presented on a titled table. Secondly
Critical Discourse Analysis (CDA) methods were used to analyse selected texts. Thirdly
e-mailing and audio recording were used to elicit comments from a reporter and an
editor. The editor and the reporter who commented wrote the stories from which the
selected newspaper texts were drawn. Lastly, elicited comments were used to buttress
arguments as the analysis progressed. In Nigeria journalists report news without
imputation. Reporting news without imputations flaws news presentation. In this article
flaws in news presentation are attributed to the attention which media scholarship in
Nigeria gives to only the quantitative research method. The article proposes that as the
qualitative research method, more so than the quantitative method, imparts better critical
skills to journalists, the qualitative method should be emphasised more in mass media
research.

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DOI: https://doi.org/10.5789/5-1-58

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