Case Study of Industry Problem

Case study of industry problem
Assessment Two

Contents
Part A. Literature Review.............................................................................................................................................. 3
Article 1............................................................................................................................................................................ 3
Article 2............................................................................................................................................................................ 5
Article 3............................................................................................................................................................................ 6
Part B. Proposal Summary............................................................................................................................................ 8
Introduction................................................................................................................................................................... 8
Composition of Australian Millennial.............................................................................................................. 9
Trust in News............................................................................................................................................................ 9
Aims and Rationale...................................................................................................................................................... 9
Rationale..................................................................................................................................................................... 9
Aim............................................................................................................................................................................. 10
Background.................................................................................................................................................................. 10
Research Questions.................................................................................................................................................. 11
Methodology................................................................................................................................................................ 11
Theoretical Construct......................................................................................................................................... 12
Gap Analysis............................................................................................................................................................ 12
Hierarchy of Importance................................................................................................................................... 13
Instrument............................................................................................................................................................... 13
Schedule........................................................................................................................................................................ 15
Budget............................................................................................................................................................................ 15
Ethical Considerations............................................................................................................................................ 16
References.................................................................................................................................................................... 17
Case study of industry problem. Assessment 2. Deakin University | 2

Part A. Literature Review
A first reference ‘What communication scholars write about: An analysis of 80 years of research in
high-impact journals’ by Gunther and Domahidi (2017) touches on the evolution of scholastic
communication and current trends in present day research. This document supports the
formulation of Research Question 1: Does The Age effectively connect with the Millennial news
consumer; in the aspect of evaluation of topic relevance, and communication strategy analysis.
A second reference: ‘The dislocation of news journalism: A conceptual framework for the study of
epistemologies of digital journalism,’ by Mats Ekstrom and Oscar Westlund (2019), illustrates the
present scenario of the dislocation of news journalism. This discourse rationalises the formulation
of the research methodology, introducing the power shifts to massive social media platforms in
defiance epistemology and proprietary responsibility — therefore underpinning the theoretical
construct of cognitive dissonance
A third reference by Debra Adams 'Resistance and persuasion through participatory journalism
business models' reviews the circumstance of three prominent Australian broadcasters and the
transformation to the era of participatory journalism. This reference can buttress the formulation of
research questions 2: To what extent of the communication strategy of The Age progressively adapt
participatory journalism?
All three references on literature review are synthesized the conceptual framework on the
Chapter of methodology. The findings or lessons of these articles are integrated with the rationale
and aims of the study on the same section.
Article 1
Article one is a straightforward instrument that outlines the trend of industry interests, gaps and
techniques in communication research by revisiting the content of fifteen thousand articles
published in nineteen journals across the span of eighty years. The review goes into the early years
of communication science, with Public Opinion Quarterly to make out the oldest of all journals since
the 1930s (GUNTHER, E. and E. Domahidi, 2017).
The compilation utilises modelling algorithm for quantitative analysis, otherwise known as the
topicmodels package, which clustered and qualified the most shared topics in communication
research (SCHARKOW, M., 2013).
Concluding the study are nine topics in communication research as to priority of interest in
terms of market share: Education is first by 15 percent of market share followed by Marketing and
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Public Relations is second by 13 percent of market share. Ten percent of market share goes to
Media use; with Health topics, Comparative Research and Media Stereotypes all each to own seven
percent of market share. Six percent in market share go to the topics: New media, Survey and
Interview Research, Media Violence and Media Effects. Another five percent of market share go to
topics of Religion, Family and development, Youth at Risk; Trust, Privacy, and Credibility. The topic
Language takes in four percent of market share and the topic on Relationships take in three percent
of market share. Another two percent of market share account for Crisis and Conflict (GUNTHER, E.
and E. Domahidi, 2017).
Insight inculcated by this communication science research concentrates on the evolving
techniques employed in mass media. The Lasswel Political Approach was linchpin strategy in the
exploit of public opinion by exertion of direct influence on the reader. This theory demarcates the
social conscious as submissive and homogenous (MEYEN, M., 2012). Yale School of Management
introduced the concept of Recipient Oriented Communication Effectiveness which explained the
waning power of media on public opinion. The theory stressed the variations in communication
effectiveness with the characteristics of the recipients to define the dependent variable (LÖBLICH,
M. and Scheu, A.M., 2011). The Sociological Empirical Approach crafted by Klapper in 1960, set forth
the importance of the social context. The slant as to what defines the reach of media is filtered by
social bonds (RAUCHFLEISCH, A., 2017). Thus social inclusion is sought out by communication
science to develop identity (NEUMAN, W.R. and Guggenheim, L., 2011).
In the dimension of relevance, communication mediums of television and print turnout as the
more traditional forms as the patronage for social media and internet platforms massively grow
(VALKENBURG, P.M. and Peter, J., 2013).
Scholastic communication is radically diverse yet highly specialised, leaving a handful of journals
to clasp mastery in singular interest in the midst of budding clusters using novel technology tools
and online platforms. The advancement of the profession due to the easy access to intangible
archives has shrunk the knowledge gap and reduced the time searching insights (GRIMMER, J.,
2015). Scholastic communication facilitated cooperation between experts and the assimilation of
methodology, reveals unopposed consistency of traditional rigor (WALLACH, H., 2016), in contrast
media which has been revolutionised in the advancement of technology and peripheral growth of
social networks (EVANS, J.A. and Foster, J.G., 2011).
Victory in terms of volume goes to the Journal of Computer-Mediated Communication and New
Media and Society. Although recent articles have increased in length, the output per Journal has
slumped (PENG, T.Q. and Wang, Z.Z., 2013).
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