Applications of MMR Toolbox in Media & Communication Studies in The Era of Artificial Intelligence

Abstract

This paper examines the contemporary use of Mixed Methods Research (MMR) toolbox in recent international media & communication studies. It aims to encourage Arab academic research to adopt more flexible methodological approaches aligned with the evolving nature of media and communication phenomena.

It was relied on a descriptive approach by a review of literature, digital search and comparative content analysis of 32 studies published between 2023-2025 to describe now qualitative, quantitative, integrated and AI-powered research tools.

The paper concludes with its results related to findings and challenges of renewed MMR tools applications in media & communication sciences, followed by practical recommendations to establish emerging tools in media & communication specialities