The objective and purpose of this research proposal is, ‘to
model interactions, at individual and aggregate levels, while identifying segments
of the society based on age, gender and education. The research also takes into
account viewing preferences of the targeted public. Visual modeling of the key
components and their mutual interactions would be done in order to clearly
communicate inclusions and exclusions of the research to the reader. The
research would be conducted in two phases over a period of one year. Since
Multilevel Analysis permits researchers to model different layers in the structure
of multilevel data and determine how layers interact and influence the dependent
variables, this method would be used in first phase of the study while
concurrently developing a more comprehensive and interactive analysis tool for
utilization in the second phase.
5 Significance of the Study. The research proposal identifies various
segments in the society based on gender, age groups, and education level to
apply the multi-level analysis in ascertaining the impact of media on the public
opinion. The major highlights of the proposed study are described below;
(a) The segmentation in the society based on gender, age groups, and
education level presents variety of viewing habits such as TV, Radio,
Newspaper, and Internet. Each type of media has its own dynamics of
delivering information and hence, provides wide-ranging effects. This
study would take into account various demographic groups and their
viewing preferences in order to ascertain their dynamics for realistically
and accurately measuring impact of media on the public opinion.
(b) The visual modeling of different interactions would be used in
clearly presenting the boundaries of the study, its premises and limitations
to the audience.
(c) Given more viable results of the proposed research, various
stakeholders such as policy makers, media companies, and general public
would be able to benefit from them in understanding the impact of media
on the public opinion and shaping media in a way that drives positive
changes in the society.
6. Foregone in view, the research proposed in this research proposal would
aim at accurately measuring the impact of media on the public opinion. The
modern modeling and analysis tools would be utilized in accomplishing this key
7. Research Questions.
The specific research questions are as follows;
(a) Identify demographic differences and segmentations in the society
that have profound effect on how media impacts individuals and societies.
(b) Model various segments and their interactions to clearly convey the
relationships and hierarchies of the research to the end users.
(c) Deploy tools that are suitable to model all of the interactions and
variables. Multilevel analysis is one such example; however, a more
comprehensive interactive analysis tool would be developed.
(d) Communicate the findings and recommendations along with the
future work to all of the stakeholders.
8. The relevant literature was surveyed in order to ascertain the level of
research in the discipline of public opinion making, limitations of the current
research and various methods of data analysis. Each of these categories is
briefly described in this section.
9. Media Impact on the Public. The problem of unemployment is one that
is often covered in the news and is one with which many individuals also have
personal experience. According to Mutz (1994), “Exposure to unemployment
news appears to strengthen the impact of personal experiences [with
unemployment] on presidential performance ratings. Heavy unemployment
coverage also increases the extent to which perceptions of national
unemployment conditions are generalized from personal experience. Overall,
mass media may help legitimize the translation of private interests into political