To a positivist researcher, reality is
(A) Critical
(B) Objective
(C) Interpretative
(D) Conventional
Correct Ans: (B)
Explanation:
Positivist researchers believe that reality exists independently of human perception. They argue that reality is objective and can be measured through empirical observation. This perspective is rooted in the idea that knowledge should be based on facts, data, and observable phenomena, rather than subjective interpretations.
The scientific method plays a crucial role in positivist research. Researchers use structured methodologies, such as experiments, surveys, and statistical analysis, to uncover patterns and relationships. Their goal is to establish general laws and principles that apply universally, ensuring the findings remain consistent and replicable.
Unlike interpretative approaches, which focus on individual perspectives and meanings, positivism emphasizes quantifiable data. This objectivity helps researchers maintain neutrality and avoid biases, making their conclusions more reliable and valid. For instance, in mass communication studies, a positivist researcher may analyze viewership ratings, media effects, or audience behaviors using statistical tools rather than personal narratives.
Despite its strengths, positivism faces criticism for overlooking the complexity of human experiences. Many argue that social phenomena cannot always be measured purely through numbers. However, positivist research remains widely used in social sciences, media studies, and communication research, providing valuable insights through empirical investigation.
