The positivist paradigm, adopted by researchers in Mass Communication, makes a liberal use of
(A) Descriptions
(B) Fictional narratives
(C) Aesthetics
(D) Quantifications
Correct Ans: (D)
Explanation:
The positivist paradigm in mass communication research emphasizes objectivity, empirical evidence, and structured analysis. Researchers following this approach liberally use quantifications, relying on numbers, statistics, and measurable data to study media effects and audience behavior.
Positivism follows the belief that reality can be observed, measured, and analyzed using scientific methods. It avoids subjectivity and focuses on facts rather than personal interpretations. In mass communication research, scholars apply positivist methods to examine media consumption, advertising impact, and audience engagement through surveys, experiments, and content analysis.
The other options do not align with positivism. Descriptions provide qualitative insights but lack numerical precision. Fictional narratives belong to storytelling rather than research. Aesthetics focuses on artistic elements, which are subjective and not measurable.
Thus, the positivist paradigm relies on quantifications, making media research more systematic, data-driven, and objective.
