B.A. in Multimedia and Mass Communication Mass Media Research Syllabus - Mumbai University
This is the SY BAMMC syllabus under NEP 2020, in force from the academic year 2025-26. The University has not yet published an NEP syllabus for the third year of this degree, and still examines Semesters V and VI on the earlier CBCS scheme, so check which scheme your exam form names before you revise.
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Syllabus for Mass Media Research
Module I: Foundations of Mass Media Research (15 Hours )
- Introduction to Mass Media Research
- Relevance, scope, and role of research in media industries
- Steps in the research process
- Qualitative vs. Quantitative research approaches
- Identifying research problems
- Variables: Independent & Dependent
- Hypothesis development and significance
Module II: Research Design and Data Collection Techniques (15 Hours)
- Understanding research design: Concepts, types, and uses
- Exploratory, Descriptive, and Causal research designs
- Primary data collection methods:
- Focus Groups, Depth Interviews, Surveys, Observations, Experiments
- Secondary data:
- Literature review and document analysis
- Designing effective questionnaires
- Types, measurement techniques, projective techniques
- Attitude measurement scales
- Sampling techniques and procedures
Module III: Data Analysis & Interpretation (15 Hours)
- Introduction to content analysis: Definition, uses, limitations
- Quantitative vs. Qualitative content analysis
- Steps in conducting content analysis
- Creating coding categories and quantification systems
- Data tabulation, interpretation, and visualization basics
- Structure and format of a research report
Module IV: Applications and emerging research perspectives
- Application of research in media contexts:
- Readership & Circulation surveys
- Television Rating Points (TRP), Radio Rating Points (RRP)
- Audience and media consumption research
- Exit polls and media influence
- Advertising and consumer behavior research
- Introduction to Semiotics in Media Research:
- What is semiotics?
- Importance of semiotics in media studies
- Media codes, signs, and symbols
- Semiotics as a tool for media interpretation
Reference Books
- 1 Research Methodology; Kothari: Wiley Eastern Ltd.
- 2 A Handbook Of Social Science Research: Dixon, Bouma, Atkinson OUP
- 3 Analysing Media Message: Reffe, Daniel; Lacy, Stephen And Fico, Frederick (1998); Lawrence Erlbaum associates.
- 4 Media Research Methods: Gunter, Brrie; (2000); Sage
- 5 Mass Media Research: Wimmer And Dominick
- 6 Milestones In Mass Communication: Research De Fleur
Reproduced from the University of Mumbai syllabus for B.A. in Multimedia and Mass Communication under NEP 2020, in force from the academic year 2025-26. Wording is as printed in that syllabus. Module numbering is as printed there too.
The complete syllabus
This subject is cut from the University circular for its year. Open a document here if you want the whole thing rather than a single subject.