Courses – Fakultet tehničkih nauka u Novom Sadu

Subject: Research on mass communications (17.IM2822)

Native organizations units: Department of Industrial Engineering and Engineering Management, Chair of Production Systems, Organization and Management

Type of studies	Title

General information:

Category	Professional-applicative
Scientific or art field	Proizvodni i uslužni sistemi, organizacija i menadžment
Interdisciplinary	No
ECTS	4

Educational goal:

The objective of the course is to master basic theoretical knowledge and research methods and techniques in the field of qualitative and quantitative research applied in the field of mass communication. The objective of the course is providing graduate engineers of industrial engineering and management with competencies for the practical application of advanced research methods and techniques in the field of mass communication, as well as for designing and conducting research projects.

Educational outcome:

Students will be able to recognize the purpose of research within the media industry which they can use to assess financial sustainability, plan production, gather information relevant to the production of media content and the type and dynamics of consumption of media products and services. Graduate engineers of industrial engineering and management acquire competences enabling them to define research in the field of mass communication, explain and apply research conditions, describe the research process and present research findings.

Course content:

Mass media as the subject of scientific research. Methodological instruments for researching the credibility of the media. Communication theories in the light of researching the market of media products. Effects of mass communication: message and / or persuasion. Researching the media and researching by media. Functions of media research: organizing the media, market placement, sale of advertising space, production of media contents. Qualitative and quantitative research. Methods of research in new media. Research in media advertising and public relations. Media audience research. Research organizations and institutes.

Teaching methods:

Teaching in the course includes lectures with examples from the business practice of research of mass communications. Within the exercise, work in groups is encouraged and realized through discussions on specific topics, preparation and defence of seminar papers, according to the offered list of relevant topics or topics proposed by students.

Literature:

Authors	Title	Year	Publisher	Language
D. K. Perry	Theory and Research in Mass Communication: Contexts and Consequences	2002	Lawrence Erlbaum Associates	English
R. D. Wimmer , J. R. Dominick	Mass Media Research: An Introduction, 10th Edition	2014	Wadsworth	English
R. W. Preiss, B. M. Gayle, N. A. Burrell, M. Allen, J. Bryant	Mass Media Effects Research: Advances Through Meta-Analysis	2006	Routledge Communication	English
А. A. Berger	Media and Communication Research Methods An Introduction to Qualitative and Quantitative Approaches	2016	SAGE	English
B. Gunter	Media Research Methods	2000	SAGE	English