The role of qualitative approaches in extrapolating media and communication research topics

Abstract

This study aims to emphasize the necessity of employing qualitative approaches in media and communication research, especially after the ramifications of this research field and the impact of technological development in it, which led to the emergence of interactivity in new media. These approaches have become inevitable and inevitable due to their suitability and ability to extrapolate the topics and issues of media and communication research, In this study, I relied on the inductive method in dealing with this topic, The research came to the conclusion that qualitative approaches contribute to solving methodological problems in media and communication research that cannot be explained only quantitatively.