Media and Communication Research Methodologies in the Digital Context: From Traditional Approaches to Computational Methods

Abstract

This study examines the transformations in research methodologies within Media and Communication Sciences in the contemporary digital communicative space. It explores the shift from traditional approaches to modern computational methodologies and identifies the scientific frameworks and analytical tools associated with each. The study highlights the role of computational methods in collecting, analyzing, and visualizing data through tables, charts, and digital models, thereby enhancing the accuracy and objectivity of media research. It also demonstrates the effectiveness of these methods in analyzing big data and user interactions to identify digital structures and audience trends. At the same time, the study emphasizes the continued importance of traditional methodologies in providing in-depth interpretations of texts and meanings. Finally, it recommends the development of integrative approaches that combine communication studies with big data analytics to better understand rapidly evolving digital communicative phenomena