http://timesofindia.indiatimes.com/Cities/Few-takers-for-media-research/articleshow/4247291.cms
Few takers for media research 9 Mar 2009, 2311 hrs IST, Laxmi Birajdar, TNN PUNE: It is one of the most important course modules in media institutes today. Be it understanding trends in news reporting, analysing developments of corporate communication strategies or exploring new brand mantras in the world of advertisingmedia research deals with any and every aspect of media in the country. However, not many media aspirants take to media research, professionally. This subject is perceived and learned from a purely academic perspective. Therefore, teachers of media research feel the need for more and more students taking up media research as a serious profession because it eventually leads to raising the standard of the profession. "Research methodology is a crucial aspect of media research as it helps investigate various issues related to media from different perspectives," says Keval Kumar, adjunct faculty of media research at the Indira Institute of Communication. Most media institutes in the city offer a two-year masters programme in mass communication and media management. Media research, usually taught in the first year, prepares the groundwork for students to complete their dissertations in the second year. "Media research is a very young subject in India because there is a lack of social sciences research in the country. That's why it is still not considered as a serious career option," says Kumar. Hence, a greater need for media students to take this subject seriously. "We need to go beyond counting heads and look at the quality of response from consumers and the audience. This involves understanding the psychology, sociology, history, politics, economics and other subjects related to consumers," adds Kumar. During internship, media students are also asked to do market surveys. As a result they are able to see the lacunae in media operations. For Esha Verma, a second year student at Symbiosis Institute of Media and Communication, media research is helping her gain vital insight. "I take media research seriously because it helps me get insights into the market I'm dealing with directly," says the public relations student. "I am able to understand my consumers better and therefore upgrade my professional skills," she adds. Her batchmate, Heeru Sajnani, who has been placed with a media and market research firm gives valuable inputs. "Be it PR, films, advertising or any other aspect of media, you have to do media research in order to deliver as per the preferences of your audience or consumers. More so because we live in a heterogeneous society," says advertising major. But to attract more media students to research, proper funding and industry interface are also required, says freelance academician and media expert, Prasanna Hulikavi. "Unlike the West, in India we don't have ongoing media research activities. Proper funding by companies, media awareness programmes, assistance from NGOs can go a long way in helping students gain a better, long-term perspective of their field of specialisation," says Hulikavi.
