Wimmer Dominick Mass Media Research Phases

Understanding the progression of mass media research is crucial for students studying communication. Wimmer and Dominick proposed a sequence of phases that outline how the field has evolved over time. This involves looking at the medium itself, how people use it, its impact, and how it can be enhanced.

Phases in Mass Media Research Development

According to Wimmer and Dominick, the development of mass media research can be understood through the following sequential phases:

1. Phase 1: The Medium (A)

   This initial phase focuses on understanding the medium itself. Researchers were interested in the basic characteristics, content, and structure of new media technologies as they emerged. It's about defining and describing the medium.

2. Phase 2: Uses and Users of the Medium (D)

   Following the initial description, research shifted towards understanding the audience. This phase explores who consumes the media, why they choose specific media content, and how they interact with it. It's often referred to as audience analysis or uses and gratifications research.

3. Phase 3: Effects of the Medium (B)

   This phase concentrates on the impact or consequences of media exposure on individuals and society. Researchers examined how media influences attitudes, beliefs, behaviors, and social structures. Concerns about media effects, both positive and negative, are central here.

4. Phase 4: How the Medium Can Be Improved (C)

   The current and perhaps final phase involves a more critical and constructive approach. Research in this phase looks at how media can be used more effectively, ethically, or responsibly. It addresses potential improvements, critiques media practices, and explores ways to enhance media's role in society.

Therefore, the correct sequential order of the phases in the development of mass media research as postulated by Wimmer and Dominick is A, D, B, C.