Swoistość zjawisk w komunikacji medialnej i problemy w ich badaniach empirycznych
The Specific Nature of Phenomena in Media Communication and Problems with their Empirical Research

Summary/Abstract: Media, new media are currently at the stage of change, which has been taking place all the time. This situation has an impact on the process of change in the area of scientific research in regards to media communication. It expands the area of interdisciplinary research which includes processes of media communication. In the area of current media and communication research there is a tendency to apply, in a more and more flexible manner, both a qualitative and quantitative approach. The most common research techniques include: survey research, opinion poll research and then structured interviews, observations and in-depth interviews. Other methods and techniques which are less often applied than it was in the past. This change in approach can be explained by the following communication processes: increasing interactivity, a more and more active role of the sender / communicator and development of multi-media.

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