Communication media research Among the research can be conducted on mass media include: * Research in the print media * Research in the electronic media * Research in media effects * Research in information and communication technology (ICT) and cyber communication

Research in the print media For newspapers and magazines A) READERSHIP RESEARCH: to know who reads the media in terms of their profile and likeness of the media, specifically there are five types of studies: 1) Reader profile – provide a demographic summary of the readers of a particular publication. Recently psychographic studies and lifestyle segmentation research are conducted to more about readers 2) Item-selection studies – to determine who reads specific parts of the publication

3) Reader nonreader studies – to find out who reads the newspapers and who does not read and their reasons for reading or not reading a particular newspapers 4) Uses and gratification studies – to study all media content. For newspapers it is used to determine the motives that lead to newspaper reading and the personal and psychological rewards that result from it 5) Editor-reader comparisons – to see whether there is any correspondence between the two groups

6) Magazine readership research – similar to research conducted for newspapers, but differ in terms of particulars such as this research asks readers to rate each article on a four point scale of ‘read all,’ ‘read most,’ ‘read some’ and ‘didn’t read’ B) CIRCULATION RESEARCH: to measure circulation in terms of the overall characteristics of a particular market, or the circulation pattern of a magazine among certain demographic groups or in specific geographic areas. Also, to identify other market level or market structure variables that have an impact on circulation

C) NEWSPAPER MANAGEMENT RESEARCH: conducted to evaluate business expansion, job requirement, technology advancement and to fulfill the new competitive environment D) TYPOGRAPHY AND MAKEUP RESEARCH: measures the effects of news design elements with regards to typeface and page makeup – on readership, reader preference, and comprehension E) READABILITY RESEARCH: to measure the extent which readers understand the piece, are able to read it at an optimal speed, and find it interesting

Research in the electronic media For television and radio mostly involving rating research - information about audience size - important for advertisers in determining advertising rates - Nielsen Media Research is the main player in rating research internationally Research that does not involve rating include: - Market study - Format study

- Program element importance - Station image - Personality (talent) studies - Advertiser (account) analysis - Account executive research - Sales research - Diversification analyses

Research in media effects Six major areas of media effect research: - Antisocial and prosocial effects of media contents - Uses and gratifications - Agenda setting by the media - Cultivation of perceptions of social reality - Advertising and the socialization of children - Campaign assessment research

Antisocial and prosocial effects of media contents – the social impact of mass communication towards society as a result of watching movies and television. The study includes information gain, attitude change and influence on behavior, especially on children Uses and gratifications – takes the view of media consumers as it examines how people use the media and the gratifications they seek and receive from their media behaviors. Researchers assumes that audience members are aware of and can articulate their reasons for consuming various media content

Agenda setting by the media – it proposes that the public agenda, the kinds of things people discuss, think and worry about is powerfully shaped and directed by what news media choose to publicize. Agenda setting research examines the relationship between media priorities and audience priorities concerning the relative importance of news topics Cultivation of perceptions of social reality – the basic assumption is that repeated exposures to consistent media portrayals and themes will influence the public perceptions of these items in the direction of the media portrayals

Advertising and the socialization of children – to determine comprehensibility and persuasiveness of the children that are exposed to commercials. Done to develop theory concerning children and consumer socialization, and guideline for public policy Campaign assessment research – to gauge the reach of specific campaign message among targeted audience and its impact in terms of knowledge gained, attitude change and behavior modification

Research in ICT and cyber communication Assessing the influence and impact of information and communication technology (ICT) towards society: - how the ICT has influence lifestyles? - study and work environments - social communications - economic activities - how it has effected the children, women and health? - getting and sharing information - ethics among users etc.

Doing citation/quotation Refer to American Psychological Association (APA style) The followings are guidelines in doing citation and quotation in literature reviews according to scientific method 1. State the name of author with year in the citation. Names cited must be listed in the reference list

- State the family name without initial of the first and middle name - If there are three authors, their names should be stated. If more than three, write the name of first author followed by et. al. - For direct quotation as a whole, the name of the author can be stated at the beginning or at the end of quotation

Example: Musa Abu Hassan (2008) mendapati media sosial amat mempunyai pengaruh yang kuat dalam kalangan remaja masa kini. or Media sosial amat mempunyai pengaruh yang kuat dalam kalangan remaja masa kini (Musa Abu Hassan, 2008).

For direct quotation of less than 40 words, it can be written in the sentence. Example:: Musa Abu Hassan (2002) menyatakan “keinginan manusia untuk berkomunikasi dengan cepat, cekap dan berkesan telah menjana teknologi baru yang membolehkan mereka melakukan pelbagai perkara termasuk yang tidak sepatutnya dilakukan.” (p. 10)

For quotation of more than 40 words, it has to written in block and indented. Teknologi digital membolehkan kesepaduan media untuk menyampaikan maklumat. Ini diterangkan oleh Musa Abu Hassan (2002) seperti berikut: “Antara lain teknologi digital mampu untuk ‘menukarkan’ maklumat dalam bentuk gambar, suara atau teks dalam gabungan kod tutup dan kod buka. Teknologi digital menggunakan urutan angka untuk melambangkan maklumat, manakala sistem analog pula merupakan sistem yang menggunakan gelombang mikroelektronik yang ditukarkan menjadi isyarat elektrik.” (p.19)

2.If making citation from a material that quote another source, then the reference should be made to the one who made the citation. Example: In the writing of Ahmad, it stated that Ismadi (2001) had found the most effective medium to disseminate information was television. In this case you did not refer to Ismadi, but you refer to Ahmad. Thus, your reference is Ahmad, not Ismadi.

- The citation then becomes Ahmad (cited form Ismadi, 2001) ….. 3. Arranging information that are referred - When an idea is cited form several sources that are similar, then the authors names are written, without repeating the same idea. Example: Nonverbal messages are more powerful than the verbal messages at all times (Musa, 2007, Zahid, 2008, and Roberts, 2010) - If the idea conflicts one another, then write their names and their ideas respectively.

Writing references Book Mitcheel, T. R., & Larson, J. R. (1987). People in organization (3 rd ed.). New York: McGraw-Hill Book chapter Bjork, R. A. (1998). Retrievel inhibition as an adaptive mechanism in human memory. In H. L. Larson & T. R. Mitcheel (Eds.), Varieties of memory and consciousness (pp ). Hillsdale, NJ: Erlbaum

Journal article Klimoski, R., Palmer, S., Isomand, T. P, & White, L. A. (1993). Role of early supervisor experience in supervisor performance. Journal of Applied Psychology, 78,

Presented paper Ezhar Tamam. (1999, May). An exploratory study of complimenting behaviour among Malays. Paper presented the International Conference on MICOLLAC organized by Faculty of Modern Languages and Communication, Universiti Putra Malaysia, Serdang, Selangor

Newspaper Scheartz, J. (1993, September 30). Obesity affect economic, social status. The Washington Post, p.7 Newspaper article without author New drug appears to sharply cut risk of death from heart failure. (1995, July 15). The Washington Post, p.15

Magazine Zamri Ahmad. (1999). Mengatasi kegugupan komunikasi. Majalah Pengembangan, 3, Report of organization Jabatan Penerangan Malaysia. (1995). Laporan Tahunan Kuala Lumpur: Jabatan Penerangan

Online journal Fuller, L.K. (1998). The role of dominant ethnicity in racism: Reportage on Chinese rule in multi-racial Singapore. The adge: The E-Jurnal of Intercultural Relations, 1, 3. Retrieved June 30, Available:

CD-ROM abstract Brower, D. L. (1995). The tip-of-the-tongue phenomena (CD-ROM). Memory & Cognition, 20, Abstract from: ProQuest File: Dissertation Abstracts Item: Online source(without author and article title)

Writing research proposal Should include the followings: - title of research - some scenario of the research background - the importance of research - statement of problems, research questions, general and specific objectives or hypotheses - key concepts and variables

- some pertinent literatures and related theory - methodology or research design – data collection method(s) - population and sampling procedures - data processing and analysis - research schedule and key milestone - research personnel and research costs - expected outcomes and their importance

Work backwards for time schedule, begins with expected completion time Identify key milestones that are achievable Indicate key team meetings and workshops The research team members must be given specific tasks or justify their presence List the roles of research assistant(s)

Research budget should include: - equipment, software, upgrading, stationeries - salary, traveling and lodging - support services for data collection and processing, secretarial helps - communication – telephones, faxs, stamps - overheads, per diem, honorarium, tokens - contingency (10 – 15 % of total)