Understanding Observation-A Tool in Media Research

This article is based on secondary research undertaken by the author and is aimed at encouraging a discussion on the often ignored research tool called observational method used in media research especially those that are qualitative in nature. The article clarifies that observation manifests in two dimensions where the first refers to the degree of participation of the researcher in the situation which is being studied this ranges from direct observation to participant observation. And, the second dimension refers to the level of awareness that subjects have of being observed ranges from covert to overt observation. This article introduces the reader to the various afore-mentioned forms of observation while also critically analysing them so that early researchers and students of research and mass communication can apply the theoretical understanding to their research and media projects which inevitably entail some form of observation.