However, the difficulty of scholarly research pointed out by Nietzsche, is that of interpretation. This was demonstrated through subjects such as cultural studies, as different theorists, such as Marx, Freud and Baudrillard, all produced different interpretations and applications from their varied ideas, causing controversy on what was true. Nietzsche believed that we can only achieve perspectives on things, as there are hundreds of ways something can be interpreted.

 

Interpretations create a problem of certainty. Individual’s own interpretations of data or text, have to have good reasons to justify them. These reasons cannot just be based on assumptions, but need evidence which is reliable and well researched to justify the interpretation.

 

Therefore, comparison is at the heart of most research. When people attempt to make sense of the world or information the easiest way is to compare it to something. As facts cannot speak for themselves they must be but into context and have their significance explained, making the written explanation of high importance.

 

This idea of constantly comparing is evident in human nature. De Saussure argued that people make sense of the world by forming binary oppositions, for example, rich and poor, dark and light, tall and short. These oppositions enable a relationship to be established and it is through relationships we find meaning. More sophisticated examples of binary opposition include: qualitative and quantitative, active and passive, bourgeois and proletarian, potentiality and actuality. Oppositions shape our consciousness and are hidden in media texts we regularly consume, therefore have massively affected our history.

 

This leads onto the basic opposition in media and communication research, between qualitative and quantitative research. Quality being ‘of what kind’ and quantity being ‘how much’. Often quantitative research only counts certain things, not everything, therefore causing it to be accused of being narrow. In contrast, qualitative research is often accused of reading too much into texts making it seem excessive. Therefore, it is best to use a mixture of both types of research to create well balanced conclusions.

 

To help with research in media and communication, the different aspects of communication are often split. Berger sections it into: intrapersonal – communicating with ourselves, interpersonal – interactions among all parties involved, small group – teaching a class, organizational – management talking to employees, and mass media – sender of messages to a large number of receivers of messages. However, social media has slightly changed these structures, as individuals now have the capacity to be prosumers. For example, using a smartphone to take a photograph, then uploading it online to a large number of receivers.

 

Berger suggests ways to choose a good research topic. For example: it should be relevant and worth researching, and the hypothesis should be reasonable and testable. It is also important to consider any ethical problems that could occur, and what are skills needed to complete the research. Topics should be sufficiently narrow and focused, and the right methodology is vital to deal with the hypothesis.