Assertion (A): The measurement of variables, both social and psychological, in media research, is a tough proposition.
Reason (R): Because most properties and objects in social science disciplines are abstract.
(A) Both (A) and (R) are true
(B) Both (A) and (R) are true, but (R) is the correct explanation of (A)
(C) (A) is true, but (R) is false
(D) (A) is false, but (R) is true
Correct Ans: (A)
Explanation:
Letโs begin with Assertion (A), which says measuring variablesโespecially social and psychological onesโin media research is tough. This is absolutely true. Researchers constantly face challenges when they try to quantify human emotions, attitudes, opinions, and behaviors. Unlike physical sciences, where you can directly observe and measure properties, media studies involve many intangible elements.
Now, moving to Reason (R): it states that most properties and objects in social science are abstract. Again, this is also true. Concepts like โinfluence,โ โtrust,โ โmedia bias,โ or โemotional responseโ cannot be directly seen or touched. Instead, researchers have to rely on indirect indicators, like survey responses or observation metrics, which may not capture the full complexity.
Moreover, researchers often use scales, indices, or proxies to represent these abstract concepts. While these tools help, they also introduce subjectivity and interpretation issues. For instance, measuring the psychological impact of a news story varies depending on cultural context, personal experiences, and even the medium of delivery.
Therefore, since both the assertion and the reason are correct, and the reason directly supports the assertion by explaining why measurement is difficult, the correct answer is Option (A).
To sum it up, media researchers deal with complex variables that are not easy to quantify. The abstract nature of these concepts makes precision difficult. Thatโs exactly why both the assertion and the reason stand valid in this case.
