Qualitative research tools in media studies

Abstract

The aim of this paper is to shed light on the Qualitative research tools in media studies, Through the
identification of their types and characteristics and conditions of construction and importance, Which are characterized as suitable for the phenomenon of media and communication, Which do not require the use of quantitative method always in the study, Instead, they often need to use qualitative tools and
approaches, such as “Participatory observation”; “In-depth Interview”, “Focus group Discussion”,
“Content Analysis”, which is based on the experience of the researcher and his interaction with the
phenomenon, in order to understand their details and links with the actual context.