Microsoft Word Revised Syllabus Ver doc

Reasons for conducting Research
There are three main reasons for doing research on the process and effects of mass 
communication. One is that the public is deeply concerned about the possible negative effects 
of the media. People want answers as to whether there are changes. Another is that 
understanding mass communications is important in its own right, whether the public is 
concerned at the moment or not. Finally, research can provide answers to many practical 
problems of operating the mass media as businesses.
Public concern
For the public, research about mass media can be compared to wide spread beliefs 
about tobacco. For a very long time people liked to smoke and did so with little anxiety 
eventually, however, some people began to be concerned that the practice might be harmful. 
Some individuals had religious revelations that using tobacco was sinful and that God wanted 
it to be stamped out. Other people turned for guidance to respected authorities, some of 
whom denounced smoking while others, equally respected, praised it, tradition was also of 
little help. The use of tobacco was deeply established in society, which seemed to imply that 
it deserved a legitimate place. In other words, it was difficult to figure out from these various 
sources of knowledge whether tobacco was a problem or a blessing.
Research showed a different picture when, scientific investigation began to uncover 
the relationship between tobacco and certain diseases, our knowledge was significantly 
advanced. The dangers of tobacco become a matter of fact rather than of speculation. In an 
analogous way research will aid greatly in achieving a better understanding of the positive 
and negative effects of the media on the individuals who "Consume" their products, and on 
society as a whole. Informing the public reliably so that people can make informed decisions, 
then, is· one important reason for conducting research.