MEDYA ETKİLERİNE YÖNELİK METODOLOJİK BİR TARTIŞMA: KONVANSİYONEL YÖNTEMLER VE EEG

Year 2024, , 109 - 131, 10.07.2024

Halid Bilal Tanrıkulu , Mahmut Ceran

https://doi.org/10.17572/mj2024.1.109-131

Abstract

Genelde iletişim, özelde ise medya araştırmaları bağlamında etki sorunsalı, kitle iletişim araçlarının teknik ve teknolojik yapılanmasına, toplumsal kabulüne ve dolayısıyla kullanımlarının yaygınlaşmasına koşut olarak ortaya çıkmıştır. 1940’lı yıllardan 2000’li yıllara değin süregelen medyada etki araştırmaları literatürü, genel bir uzlaşı içerisinde, insan davranışını gözlemleyerek tercih ve karar verme süreçlerini incelemiş, tarihsel süreç içerisinde etki konusu farklı yaklaşımları meydana getiren paradigmaları ortaya çıkarmıştır. İlgili araştırmaların metodolojik bağlamda en temel sınırlılığını, elde edilecek verilerin katılımcının bilinç düzeyine bırakılması oluşturmaktadır. Bu çalışma ise medya araştırmalarını, davranışın merkezi olan beyin odağında, nörogörüntüleme tekniklerinden biri olan EEG’nin sağladığı olanaklar çerçevesinde değerlendirmeyi ve bilinçli katılımcıların bilinçdışı varlıklarını konvansiyonel yöntemlerle birlikte düşünerek, EEG’nin medya araştırmaları bağlamındaki önemini değerlendirmeyi amaçlamaktadır. İlgili amaç doğrultusunda çalışmada, konvansiyonel yöntemlerin nörogörüntüleme teknikleri ile entegre biçimde kullanılabilirliği ortaya koyularak, medyada etki çalışmalarını içeren araştırmaların geçerlik ve güvenirlik konularının yanı sıra daha incelikli ve derinlemesine bir analiz perspektifi geliştirebileceği belirtilmiştir.

Keywords

Medya araştırmaları, Etki sorunsalı, elektroensefalografi, Nörogörüntüleme, İletişim çalışmaları

A METHODOLOGICAL DISCUSSION ON MEDIA EFFECTS: CONVENTIONAL METHODS AND EEG

Abstract

The problem of effects in media studies has emerged in parallel with the technical and technological structuring of mass communication tools, their societal acceptance, and, consequently, the proliferation of their usage. The literature on media effects research from the 1940s to the 2000s has examined the processes of preference and decision-making by observing human behavior within a consensus. It has identified paradigms that have given rise to different approaches to media effects throughout history. The primary limitation in terms of validity and reliability within the context of these studies is the restriction of the data obtained for research to the participant's level of awareness. This study aims to evaluate media research within the framework of the brain, which is the central focus of behavior, by utilizing the possibilities offered by electroencephalography (EEG), one of the neuroimaging techniques. The study suggests that demonstrating the integrated use of conventional methods with neuroimaging techniques can establish the feasibility of a more nuanced and in-depth analysis perspective for research involving media impact studies. In addition to addressing the issues of validity and reliability, this approach has the potential to develop a more comprehensive understanding of the subject matter.

Keywords

Media studies, Media effects, Electroencephalography, Neuroimaging, Communication studies

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