THE RESEARCH DESIGN AND APPROACH
In finding answers for the
above mentioned research questions and identified issues and thus attempt to
achieve the objectives of the study, the researcher will use the investigative
and exploratory approaches to gain findings for the study. The research will
explore the influences and effects of mass media on the native Nguni cultures
(Xhosa, Zulu and Ndebele). The qualitative method will be used to explore the
impact of mass media on the traditional practices of the Nguni tribes,
behavioural patterns and culture. The data will be collected through records,
interviews, observations and content analysis relating in a South African
context. The author has chosen the qualitative nature of research to gain
better understanding of the research problem. The qualitative research approach
is found suitable because of its ontological stance and its position to accept
multiple realities through the study of a small number of cases. This assists
the researcher to develop an understanding of mass media effects and modern
culture.
Du Plooy (2009:86) states that
a qualitative research design is appropriate when a researcher aims to examine
the values, experiences, needs, behavioural patterns and gaining a rich
detailed understanding on an issue. One of the objectives of the study is to
investigate how mass media has shaped the values and personal realities of the
viewers, this design thus becomes an applicable method. Unlike quantitative
that aims to achieve a quantifiable analysis.
The term research design
refers to and encompasses decisions about how the research is conceptualized
and the overall strategies integrated by the researcher to ensure that the
research problem is addressed. It provides insight about how to conduct
research by using a particular methodology. There are two types of research
designs, quantitative and qualitative. According to Du Plooy (2009:86) a
qualitative research design is appropriate when the research’s goal is to
examine values, experiences, needs, behavioural patterns and gaining a rich
detailed understanding of an issue. The qualitative approach, known as
interpretivist, argues that human experience, which is the object of
behavioural research, cannot be separated from the person who is experiencing
it (Welman et al., 2005). A qualitative research approach, according to Kumar
(2005:104) involves exploring, explaining and clarifying situations and
experiences, hence the interview data collection method has been employed in
the study, aimed to ask participants to how mass media has shaped their value,
attitudes and mirror reflection images. The characteristics of a qualitative
research design include inductive reasoning. Inductive reasoning according to
Du Plooy (2009:86) is taking a sample from your research evidence to form a
general conclusion or assumption, this means that the research conclusion is an
assumption and not certain because it might not be the actual or true finding
of the matter. It intends to prove only probable support to the conclusion.
Inductive reasoning is applicable to the research because the researcher will
use a sample to investigate the influence of mass media on the selected
cultural groups, and thus draw up a conclusion based on the findings of the
sample.
