IIMC

Research

Latest from Research Desk

1) A Research paper presentation on Internet replacing Newspapers as the Gateway to News and Information was done by Dr. Gita Bamezai at AMIC conference at Le Meridian Hotel, Delhi on July 14^th, 2009.

2) A 6 day National Workshop on Research methods was organised for Media Researchers from 6^th Sept.’009 to 12^th Sept.’09.

Click here for Workshop Report

Department of Communication Research

(DECORE)

The systematic study of mass media and communication has been an integral part of the Institute's academic pursuits. Efforts are directed to understand the reach and impact of mass media and communication strategies and programmes.

The Department of Communication Research aims to create a bridge between the theoretical and professional issues in the area of media studies through professional use of research tools and methodologies. It works in collaboration with scholars, professional communicators, and members of the media on research initiatives that provide educational offerings and establishes standards of best practices.

More than 160 research and evaluation studies have been undertaken on various subjects and themes related to health, political elections, multimedia campaigns, social justice and empowerment, non conventional energy , film censorship etc. The impact assessment of media campaign and activities of various media units of the Ministry of I&B is a consistent feature of our research activity.

The students & trainees at IIMC are guided on research assignments by exposing them to areas of media and communication research and also enabling them to relate research with professional practice.

The Department of Communication Research has also participated in an international cooperative research project, "TV Message Analysis" sponsored by the Centre for Advanced Study of Media at Annenberg School of Communication, University of Pennsylvania , USA .

For more information and access to detailed research reports contact at: decore.iimc@gmail.com

To view Abstracts of Research Studies done in last 3 years

Newspaper in the Age of Internet: Current trends and what lies in the future?
Working of Indian News Agencies w.r.t. use of foreign content, utilization of funds received from foreign agencies etc.
Impact and Penetration of Mass Media in North-East states and J&K, by Ministry of I&B
Viewer-ship of DD Direct or Doordarshan's DTH platform especially in N/E region.
Evaluation of Multi media campaign on HIV/AIDS , sponsored by NACO

Current Research Projects:

Design and delivery of Song and Drama Programmes., Sponsored by Song and Drama Division of M/o I&B. Govt. of India.

Abstracts of the Studies:

Department of Communication Research, “Newspaper in the Age of Internet: Current Trends and what lies in the future”. A Study sponsored by RRTD, M/o I&B, p.65+annexures), June, 2009.

This study explores the impact of internet on newspaper reading habits through a multi-layered sampling of newspaper readers, internet users and editors and managers of both print and e-editions of newspapers. This study challenges the argument that invasion of internet has led to decline in newspaper circulation and readership. The objectives were (i) to study circulation trends of both regional and national newspapers, since the advent of online news portals, (ii) Assess the socio-demographic & regional variation with respect to access to newspapers and Internet, (iii) Study reading habits and preference for an alternative to the newspaper, if any, (iv) compare the popularity index of newspapers and internet among the newspaper readers and users of Internet, (v) trace the innovative changes adopted by newspapers to match the popularity of online editions and (vi) assess the impact on ad-based revenue generation with the advent of online advertising, The study analysed various factors like uneven reach of internet, lack of technology readiness, the strength of the Press to provide comprehensive and in-depth analysis , literacy rate , changing news reading habits, etc. that can secure the future of newspaper in India. The sample was drawn from 4 cities of Guwahati, Chennai, Mumbai and Lucknow . 2 major research strategies were (i) a quantitative analysis of data gathered from newspaper readers and internet users & (ii) qualitative analysis of in depth interviews of editors and managers of both print and online newspapers. Secondary data was collected from press articles from archives, newspapers and published reports.

To view findings of the Study, click here

Department of Communication Research, “Working of News Agencies in India ”. A Study sponsored by RRTD, M/o I&B, p.65+annexures), May, 2009.

The study explores the news exchange mechanism between Indian news agencies and foreign news agencies in India. The study was aimed to assess the process of news exchange between Indian News Agencies and their counterparts abroad and study the procurement, processing and utilization of foreign news content by looking at: (i) Projection of India’s image through news content provided by the News Agencies and its utilization by foreign newspapers and (ii) Foreign news sourced by News Agencies in India and its utilization by Indian Press.

The assessment of news exchange arrangement was done through in-depth interviews with the officials and managers of PTI, UNI, Reuters, AP and AFP. A time period of 2 months immediately after 26/11 Mumbai terror attack was taken as the study period. The content analysis of foreign news in 5 Indian national dailies and India related news in 5 foreign newspapers representing USA, China, Pakistan and UAE was taken up .The study examined the extent of utilization of news from foreign and Indian news sources and made an assessment of news on India in the foreign newspapers in context of events in India, an analysis of India related coverage in foreign newspapers with a focus on India’s international relations with other nations. Research tools comprised of structured interview guidelines, codebook and code sheet for content analysis.

To view findings of the Study, click here

Department of Communication Research, “Impact and Penetration of Mass Media in North East and J&K regions”. A Study sponsored by M/o I&B, p.65+annexures), March, 2009.

The study attempts to clear the perceived notion about low reach of mass media in North East and J&K region. The objectives of the study primarily focus on the preferences of people of 7 states of North east region and Jammu, Srinagar and Leh in J&K region towards (i) Doordarshan and other private channels,(ii) All India Radio , FM and other private FM channels, (iii) Regional newspaper and Local Press and (iv) Cross border media. A random sampling method was used to draw the total sample of 2000 from urban and rural areas in major cities of these states. The researchers analysed the media habits and age, gender, education and income differentials with respondents’ preferences for media programmes and content. Various Socio–economic and development indicators reflecting impact of exposure to mass media were assessed. In-depth interviews with officials at AIR and DD stations in NE and J&K region were conducted to discuss the issues of coordination between them, difficulties and areas of improvement.

To view findings of the Study, click here

Department of Communication Research, “Viewer ship of DD Direct DTH Platform in North Eastern State ”. A Study sponsored by RRTD, M/o I&B, p.65+annexures), April, 2009.

The study on “Viewer ship of DD Direct DTH Platform in North Eastern State ” assessed the performance of DTH based Doordarshan service and its programmes in North Eastern States. As part of Doordarshan’s initiative to provide quality transmission in all uncovered areas including remote, border, tribal, hilly and inaccessible areas ,Government of India launched the Direct to Home (DTH) service in North-Eastern states in 2004. The service DD DIRECT+ is a free to air Direct-to-Home service with no subscription fee. The service offers about 50 channels which comprises of DD as well as private channels programmes which are free to air (FTA). Broadly, the survey explored factors which would determine the expansion of digital technology based television services in the region and fulfill expectations of the viewers in terms of choice of channels, preference for language and types of programme and performance of DTH based DD service in the North-Eastern region. The specific objectives were to (i) identify the scope of DD Direct Plus television service in the north eastern region (ii) Describe issues relating to installation, transmission and viewing of the DD Direct plus programmes in comparison to other such services in the region. (iii) Discuss preference for channels, specific programmes and choice of language by DD Direct plus viewers in comparison to Cable and Private DTH Television subscribers and (iv) suggest measures for improving the DD Direct + viewer ship in the region. A purposive sampling method was used to draw a sample of respondents in Aizwal, where highest number of DD Direct + set-up boxes with facilities were given free of cost in last one year. At the second level, the viewers (302) of DD Direct +, subscribers, private DTH users and Cable /antenna users or mix of these were selected. Questionnaires were administered to the television viewers of three categories of television subscribers and Case studies were prepared of families which had different types of TV subscription. In-depth interviews were conducted with cable providers and distributors of DTH to assess their perception regarding the preferences of the viewers in their areas. Descriptive and inferential statistics were used to assess the performance of DD DTH service, opinion of the users and their satisfaction with the services by using correlation and analysis of variance. The findings are based upon (i) Opinion and Level of Satisfaction with DD Direct Plus Service, (ii) Issues of Cost, Installation and Reception of TV signals, (iii) Programmes and Channels Offered, (iv) Time Spent, (v) Content Preference, Preferred Language for TV programmes, (vi) Regional/ Local Language Programmes, (vii) DD Direct Plus and channels and programmes offered, (viii) Programmes of Neighboring Country etc.

To view findings of the Study, click here

Department of Communication Research, “Evaluation of Multi-Media Campaign on HIV/AIDS, sponsored by NACO, April, 2009.

The Study evaluated the multimedia campaign organized by NACO to promote voluntary counseling and testing and to increase the service uptake at ICTC and PPTCT Centers . The duration of the first campaign was from August - October 2007 in the first phase and from December 2007 to February 2008 in the second phase. The activities under the Campaign were executed through DD and All India Radio, Song and Drama Division of M/o Information and Broadcasting, Cable and Satellite Channels, Print Advertisement, Internet Medium, FM and Cinema Halls. The activities of SACS through Mobile Testing Vans and Interpersonal Communication channels through Street Plays and Group Communication/Discussions were conducted at various sites.

The broad objective was to assess the impact of the campaign among the targeted groups, referral points and utilization of supporting activities and services. An after-effect design methodology was used for this purpose. The specific objectives were to (i) assess the media habits, reach and access of different media, (ii) assess awareness and motivation to visit ICTCs for testing, (iii) identify effective medium for successful dissemination of information related to HIV/AIDS, (iv) recall and retention of the publicity campaign and the inclination to go for testing, (v) assess views of respondents towards the service providers of ART and PPTCT/ICTC in relation to their behavioral change.

A Multistage sampling method was used to draw samples from the population in three high prevalence ‘A’ Category states namely Andhra Pradesh, Maharashtra and Tamilnadu. In all 6 districts, two from each state were randomly selected on the basis of reach and access of the campaign in the state capitals and districts. A purposive sample of 1200 was drawn for the study. The study focused on the parameters about (i) Media Exposure and literacy, (ii) Media exposure to the present campaign (iii) Awareness level about HIV/AIDS - source of information, (iv) Gender and Awareness of HIV/AIDS, (v) Impact of the campaign on behavior and attitude, (vi) Effective channels used in the present campaign , (vii) Barriers in effective reach of the program.

Other than quantitative data collection, qualitative methods of Focus Group Discussion (FGD with Youth and Women in Reproductive age group and a specially designed semi structured interview format was used for recording information from the group.

To view findings of the Study, click here