Chapter 3: Research Methodology Within broader contours of communication studies, media and journalism studies is developing rapidly. Many aspects of media from the impact of advanced technologies to emerging new practices of journalism are being probed by both the professionals and the academia. As stated earlier, media convergence and multimedia journalism have become central points of this growing research. Lot of work is carried out on these topics in USA and the European countries. As evident by the review of the existing scholarship, there is not much research on these trends in . Especially, the research in regional language media settings in India is missing. This research 'Critical Study of Multimedia Journalism and Media Convergence in Indian Context' is an effort to fill this void.

3.1 Exploratory Research Design A research design is an outline for conducting a study and provides direction to it. It is considered as a blue print for collection, measurement and analysis of data for the research. Since there are many models of media convergence and practices of multimedia journalism are still evolving, this researcher has used the exploratory design for this study. Exploratory research is normally conducted to tackle new problems which may not have been clearly defined and the phenomena are still evolving. There is little or no significant research available related to them. This explores the research topic to varying levels of depth and helps to gain better understanding of the problem. Exploratory research may not offer conclusive solutions to the existing problems but it lays a foundation for future studies. This research on multimedia journalism and media convergence in Indian context will be valuable in this respect.

Exploratory research aims to find new approaches and new explanations. It offers new alternative ways of seeing things, so we will be able to perceive more, better and differently. If conducted in a transparent and self-reflexive way, exploratory research can produce valuable insights to the field (Reiter, 2017).

Considering the complex nature of both the phenomena and journalistic practices related to it, this researcher has used both qualitative and quantitative research methods in this

51 exploratory study design. He has used multiple methods for data collections such as surveys, focus group discussions, in-depth interviews, secondary data analysis and a case study. How this research design was put into action is described in this chapter.

3.2 Aim and objectives Media convergence and multimedia journalism are the major emerging trends in media and communication. Easy availability and affordable access to advanced information and communication technologies (ICT) are changing media usage and news consumption patterns of the people called audience. These changes in audience behaviour are further inducing changes in media organizations and putting pressure on them to adopt newer practices of journalism.

The world is curious to know more about it. There is a lot of research going on to study the twin trends. But the Indian context in these academic efforts is missing. Hence the principal aim of this research is:

3.2.1 Aim • To explore the impact of changes in technologies on news consumption and media practices and to study major aspects of media convergence and multimedia journalism in the Indian context

3.2.2 Objectives To fulfill this aim, the researcher has sought to, • Explore technologies which are facilitating media convergence and multimedia journalism • Study media usage and news consumption patterns among the young audience and to assess the level of audience convergence • Explore and study the practices of media convergence and multimedia journalism in media organizations • Study the perception and response of working journalists, freelance journalists and other media professionals to media convergence and multimedia journalism

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3.2.3 Scope of the study This study focuses on researching media convergence and multimedia journalism in Indian context, especially in the setting of regional language media. Hence, • This study is restricted to media organizations in and around () and to some extent in . It includes newspapers, television news channels and digital platforms both in Marathi, the regional language of Maharashtra and English. It also includes recently launched BBC multimedia world service in Marathi and ETV Bharat, the web-channel in thirteen Indian languages. • This study focuses on journalistic aspects of media convergence and practices of multimedia journalism

3.3 Research Questions Any research begins with a basic question or tentative proposition about a specific phenomenon. Since the nature of this study is exploratory and the phenomena themselves are still evolving, this researcher found it appropriate to ask some research questions than to test a few hypotheses. A research question is a formally stated question intended to provide indications about something; it is not limited to investigating relationships between variables (Wimmer and Dominic, 2006).

Considering the complex and still evolving nature of the phenomena, the researcher has sought to answer following research questions…

RQ1: What is the level of audience convergence in and around Pune? RQ1a: Which are the media platforms and modern communication devices/services available to the young audience in and around Pune? RQ1b: Is the Smartphone and the Internet access, inducing changes in media usage and news consumption patterns among the young audience in and around Pune? RQ1c: To what extent do the young audience in and around Pune consume multimedia news content?

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RQ2: Are convergent and multimedia journalism practices evolving in India? RQ2a: What is the response of media organizations in and around Pune to changes in media technology and changing news consumption patterns among the young audience? RQ2b: How are media organizations in and around Pune practicing convergent and multimedia journalism?

RQ3: What is the status of media convergence in India on some global models? RQ3a: To what extent can we find the five forms of convergence described by Rich Gordon among the media organizations in and around Pune? RQ3b: Where can we place media organizations in and around Pune on the model of 'Convergence Continuum' developed by Larry Dailey, Lorry Demo and Mary Spillman? RQ3c: Is the media in and around Pune moving more towards 'Webvergence' rather than media convergence?

RQ4: How Indian media is internalizing convergence & multimedia journalism? RQ4a: To what extent have the working journalists and other media professionals have acquired the multimedia skills necessary for convergent journalism? RQ4b: How do the working journalists and other media professionals perceive and respond to changes related media convergence and multimedia journalism? RQ4c: What are the major challenges and opportunities in achieving media convergence and practicing multi-media journalism in the Indian context?

3.4 Pilot study This researcher conducted a pilot study in February-March 2012. The results of this study were presented in a national level seminar on 'Technology, Communication and Culture' organized by Department of Media and Communication Studies, Savitribai Phule Pune University. The title of this research paper was 'Study of Audience Convergence and News Consumption Habits in Pune'. The objectives of the study were to understand

54 information seeking and news consumption habits of audience and to probe possible link between audience convergence and media convergence.

Under this pilot study a survey was conducted in Pune city and adjacent Pimpri- Chinchwad area. A non-probability convenient sample was chosen and a questionnaire, both in English and Marathi, was administered to 50 persons from various parts and strata of the society.

The results of the survey supported the assumption that a range of media choices is available to Pune residents and their information seeking and news consumption patterns are changing. Though newspapers were still the major source of news and general information for the most, use of other media platforms was also seen to be on the rise. With more access to mobile and the Internet, multimedia consumption was seen increasing. The audience was found to be aware about cross-media presence of media organizations and their efforts for cross-promotion of content. But respondents had little knowledge about media convergence and multimedia journalism as a concept.

This small survey gave indications about changing media usage and news consumption patterns among the city audience. It provided further insight into the research topic. This pilot study was helpful in improving the questionnaire for survey of college going youth in later phase of the study. It is important to note here that spread of Smartphones in 2012 was less, which later emerged as a major factor in audience convergence and multimedia journalism. The questions related to it were not included in the survey questionnaire.

3.5 Research Methods To explore the probable relationship between technological convergence, audience convergence and media convergence; and to explore practices of multimedia journalism in Indian context, the researcher used both quantitative and qualitative methods (mixed method) for data collection and used triangulation approach in data analysis. Besides secondary data analysis, the researcher employed surveys, focus group discussions, in- depth interviews and a case study as research methods for data collection and analysis.

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3.5A Secondary Analysis of Convergent Technologies Analysis of secondary data or information gathered by other researchers, institutions, sources is considered as a valid research method. Many times, a researcher may not be able to collect primary data due to lack of time or constraints on resources. But, if analysis of secondary data is undertaken with care and diligence, it can be helpful in gaining broad understanding of a research topic. This researcher conducted secondary data analysis to explore technologies which facilitate media convergence and which are useful for doing multimedia journalism. He studied some books, research papers and information available from online sources to carry this research.

This researcher presented a research paper 'Exploring Technologies of Media Convergence which shape the Future of Journalism' in MICA's 2nd International Communication and Management Conference – 2015 on 'Digital Future: Content, Community and Communication' organized in Ahmedabad (Gujarat) in February 2015. It provides overview of the technologies impacting media organizations and inducing multimedia practices in journalism. It reviews development of the Internet, mobile telephony and satellite communications in India to provide a baseline to this study.

3.5B Survey of the Young Audience Scientific research is an organized, objective, controlled, qualitative or quantitative analysis of one of more variables (Wimmer & Dominick, 2006). Its principles and methods are often applied to social science and media research. This researcher used both quantitative and qualitative methods to probe the level of media convergence and practices of multimedia journalism in India.

Quantitative methods try to measure the variables and rely on numerical data. Survey is an important method of gathering such data. For this a standardized set of questions is used as measurement instrument. Numerical data collected through such efforts is then converted into tables, charts and graphs, etc. Deductive analysis of this data explores probable relationships among different variables and arrives at certain conclusions. Use

56 of numbers allows greater precision in reporting survey results and explaining why a particular situation exists. That is why surveys are regularly used to study audiences.

3.5B (i) Survey Plan and the Questionnaire To study media usage and news consumption patterns among college going youth this researcher conducted a survey in Pune city, Pimpri-Chinchwad and Pune district. Building upon the experience from pilot study and with the help of guide a questionnaire was first designed in English. It was translated in Marathi by the researcher himself. The questionnaire was tested with few students of journalism and some nearby colleges. Considering the feedback some minor changes were made in the questionnaire. First part of the questionnaire is about basic personal information about respondent. All the questions in the second part are close ended except the last one. There are some sub- questions. For more details please see the attached questionnaire in Appendix A1.

The researcher appealed students of Department of Communication and Journalism and some other journalism departments of affiliated colleges in Savitribai Phule Pune University to work as survey volunteer. A meeting of survey volunteers and supervisors was arranged and elaborate training to administer the survey questionnaire was given.

3.5B (ii) Sample Design Universe for the survey was all the senior college students of Pune district in Maharashtra. College going students normally have more access to computers, Smartphone, the Internet and other media platforms. They are considered early users of advanced technology. All the media organizations look at them as present and future media users and compete with one another to gain their attention. The researcher thought that media usage and news consumption patterns among this young audience may reflect the level of audience convergence. For this reason, he chose senior college students as the universe for the survey.

Sample selected was purposive and convenient. Pune Municipality and adjoining Pimpri Chinchwad Municipality are major urban centers in Pune district. Pune city is fast

57 developing as metropolitan area in last decade. Pimpri Chinchwad has been considered as semi-urban area for this study. Pune district has total 13 tehsils or local administrative areas. To have fair representation from urban, semi-urban and district area the researcher chose 12 colleges from Pune city area and 6 colleges from Pimpri-Chinchwad area. One college from each tehsil was selected for the survey. District colleges chosen are mostly from main town in the tehsil, but in some tehsils such as Velhe, Mulashi, Daund other prominent colleges in the area were chosen. For details please see the list of colleges in Appendix A2.

The researcher made conscious efforts to get the sample from various disciplines. Besides a number of arts, science and commerce colleges, volunteers were sent to colleges of engineering, medical, pharmacy, law, education and physical education. This made the sample more representative of the young audience.

Student volunteers were instructed to administer the questionnaire to total 50 students in a college. The expected gender ratio was 25 male and 25 female students. But due to some reasons, numbers of responses collected from different colleges were not exact. It was observed that the enrolment and attendance of female students in rural areas of tehsil is significantly more. There may be some socio-economic reasons for this. Though this social situation is not directly related to this research, number of female respondents from rural area is more. It may have skewed the gender ratio of the sample to some extent. More details are given in 'Data Presentation and Analysis'. Some colleges were changed due to denial of permission by the authorities. One lot of filled questionnaires from a college in Shirur tehsil was misplaced and not found till the time of data entry. Incomplete, half-filled questionnaires were removed before the data entry.

The actual survey was conducted in March and April 2018. Final sample considered for data analysis is of total 1213 responses (Pune city 493, Pimpri Chinchwad 285 and Pune district 435). The sex ratio of the respondents is 51.7% female and 48.3% male. Almost all (98.8%) respondents are in the age bracket of 17 to 26 years. The sample represented

58 the young audience in metro, semi-urban and rural area of the district. It was purposefully selected to assess the level of audience convergence in and around Pune.

3.5C Online survey of Journalists To explore emerging convergent and multimedia practices and to study perceptions and attitudes of working journalists, free lancers and other allied or micro-media professionals towards them this researcher conducted an online survey.

3.5C (i) Survey Plan and the Questionnaire The questionnaire was first prepared in English in consultation with the guide. It was then translated into Marathi by the researcher. It was tested with a few journalists and a media educator in Pune. After the improvements in the questionnaire based on the feedback, two separate online questionnaires on Google Forms were created both in English and in Marathi. The online links for survey are given below.

Media Convergence and Multimedia Journalism:Perceptions, Attitudes and Contemporary Practices https://docs.google.com/forms/d/e/1FAIpQLSfbtCdXE- ITERAsB2vBXEXlPjiPND_BHt4rgXy4quMIKzyD0A/viewform?c=0&w=1

मायमांचा संगम व बहुमायम (मीडया कॉहजस)पकारताः आकलन , "ि$टकोन आ'ण समकाल)न कायप*ती https://docs.google.com/forms/d/e/1FAIpQLSd87RrURyXrTKkp_rIomW1hAJFT- vKvBnp7BWToZdeETvIwTA/viewform?c=0&w=1

The first part of the questionnaire is about personal information of the respondent, his/her media education, media organization and overall media experience. Th second part consists of total 42 questions and some sub-questions. All the questions are close-ended except the last one. The open ended question asks journalists to describe concepts of multimedia journalism and media convergence from their perspective. For more details see the questionnaire in Appendix B.

3.5C (ii) Sample Design The universe for this survey was all the journalists, freelancers and other media professionals. Major Marathi and English newspapers such as , , , Maharastra Times, , Indian Express, Times are published 59 from Mumbai and Pune or have their editions. Most of the Marathi news channels have their headquarters or studios in Mumbai, and their bureaus in Pune. All these media organizations have strong online presence in various digital platforms. Besides these cities are home to a number of digital startups and other micro-media organizations. It has sizable population of journalists. Media organizations and journalists in these cities have easy access to modern media and communication technologies. Hence they are more likely to practice convergent and multimedia journalism.

The sample was purposive and convenient. The researcher could get a contact list and e- mail ids of the journalists in Pune from the Pune Union of Working Journalists. Similar list of Mumbai based journalists was made available by a state government PRO. Actual survey was conducted during March to May 2018. The researcher sent the questionnaire to over 800 journalists and other media professionals in Pune and Mumbai. An appeal with the survey link was also made on Facebook and sent through WhatsApp groups. Three reminders were sent to fill the questionnaire with the gap of 10 to 15 days. Total 205 responses (110 Marathi forms and 95 English forms) were received. Response rate to online survey is approximately 25%.

Huang et al. (2006) in their 2002 online survey got 33% response rate. Justifying it they cited Singletary saying that returns of 30% to 40% are common in mail surveys (1994: 148). Weiss (2015) in her study of comparative analysis of journalists' digital media use reported low rate of response to online surveys.

The Excel sheets of both the online survey were downloaded from Google Forms and merged together for further processing. The respondents represented various media platforms, beats, desks and various positions of different media organizations. Gender ratio of the respondents was 16.6% female and 83.4% male. In India, the number of women journalists working in print media is significantly low. Though visibility of women journalists as television anchors and reporters has increased, overall representation in media is still less. This has been reflected in the respondents' profile of this online survey. For more details see data presentation and analysis chapter.

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3.5D Focus group discussions In combination with quantitative method of surveying, qualitative methods such as focus groups, in-depth interviews, and case studies are used for this research. Qualitative methods are considered more flexible. Data is in the descriptive form and not in numbers. It provides insight into the research area. Disadvantages of qualitative approach are the researcher may lose objectivity and if sample size is too small, problem of data reliability may peep in.

The focus group or group interviewing is a research strategy employed to understand the topic in more detail. In this method 6 to 12 people are interviewed simultaneously, with a moderator leading the respondents in a relatively unstructured discussion about the focal topic (Wimmer and Dominick 2006). The researcher recruits people with certain characteristics for the group discussion. Questions are mostly predetermined and structured to further the goal of the research. However the moderator is free to conduct the session and guide the discussion to get relevant information. Such discussions provide qualitative data and a wide range of perspectives.

3.5D (i) Sample Design and the Questionnaire This researcher conducted focus group discussions to collect qualitative data to supplement the survey results. Newspapers and news channels in Pune and Mumbai are practicing media convergence and multimedia journalism in various ways. Most papers and channels have their web editions and are also using social media platforms for promotion of content. Field reporting and news editing are two basic interrelated processes in journalism.

Considering all these aspects, four such discussions representing daily newspaper reporters, sub-editors/desk persons, television reporters and journalists working on digital platforms were conducted. A list of 10 to 12 participants for each group was prepared. It included mostly middle level journalists working on various beats or desks and different positions. Discussion sessions were planned in consultation with the participants. But to some urgent journalistic assignments and duties all participants could not participate in

61 the discussions. Average five to seven journalists participated in discussions and average duration of the sessions was 90 minutes. The list of participants is given in Appendix C1.

Discussion sessions were conducted in April-May 2018. Average duration of the sessions was 90 minutes. The place was a classroom in Department of Communication and Journalism, Savitribai Phule Pune University. Different questionnaires with some common questions and some questions related to particular roles of the participants were prepared. For Details see Appendix C2. An Assistant Professor in the department worked as the moderator of all the sessions. He had the autonomy to change the sequence of questions and ask new questions, sub-questions to gather relevant information. This researcher was present during the sessions. All the proceedings were recorded using both the video camera and audio recorders. Later recordings were transcribed and used for data analysis.

3.5E In-depth interviews In-depth qualitative interviews are used to garner unexplored facts about a topic and to gain more insight into a research area from practitioners or stakeholders related to it. They are used to gather detailed responses or opinions of the participant on a particular issue. It is a conversation with purpose. These interviews are generally very long. Success of these interviews depends on how the interviewer establishes rapport with the respondent. Baxter and Babbie (2003) say, "A qualitative interview is an interaction between an interviewer and a participant in which the interviewer has a general plan of inquiry, but not a specific set of questions that must be asked using particular words and in a particular order". Many times in-depth interviews are used as a tool of triangulation in support of other research data.

To gain more information about new practices of multimedia journalism and to understand different perspectives about media convergence, this researcher conducted in- depth interviews of editors, channel heads and other senior journalists from Pune and Mumbai. Respondents included four editors of prominent dailies (Sakal, Loksatta, and Lokmat ), three editors of English dailies ( The

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Times of India, Indian Express and ), one former Director Editor of a Marathi daily ( Sakal ), three heads of prominent Marathi news channels (ABP Majha, News 18-Lokmat and SAAM TV), the editor of BBC Marathi World, a Deputy Director of news division of All India Radio, four others related to digital platforms/ web editions and a head of ETV Bharat web channel. For detail list see the Appendix D1.

Interviews were semi-structured and conducted personally by the researcher. All the interviews were taken place in formal settings of the offices of respective media organizations except one. One interview was taken on phone. Average length of the interviews was approximately one hour. The researcher prepared a list of some common questions and some questions related to particular organization. A sample questionnaire is given in the Appendix D2 . Questions were asked considering the flow of the conversations and there was much flexibility in it. All the interviews are recorded and transcribed for final analysis.

3.5F Case Study of a Regional Media Group To systematically investigate individuals, groups, organizations or events the case study method is employed. Yin (1994) defines case study as an empirical inquiry that uses multiple sources of evidence to investigate a contemporary phenomenon within its real- life context, in which the boundaries between the phenomenon and its context are not clearly evident. This method is used to study a complex issue in its own context. Several sources such as written records and documents, interviews, direct observation, etc are used for collecting the data (Garcia Aviles, 2008).

To gain more insight into convergent and multimedia practices, the case study of Sakal Media group was conducted. The group has its headquarter in Pune. It publishes a regional language Marathi newspaper Sakal since 1932. It has 11 editions all over Maharashtra. The group publishes an English newspaper Sakal Times, Agrowon - a unique daily for farmers, a weekly Saptahik Sakal . It has started a regional language Marathi news channel SAAM besides multiple websites, special news app, mobile alert service and a dedicated team for social media platforms. This can be an example of media

63 convergence and multimedia journalism worth studying in the regional language setting in India.

This researcher presented a paper, 'Moving Towards Convergence: Cross Media Presence and Content Promotion- Case Study of Sakal ', Leading Regional Media Group in Maharashtra' in a UGC-Sponsored National Seminar on 'Journalism in the Age of New Media'. The seminar was organized by Department of Journalism & Mass Communication, Surendranath College for Women, Kolkata, in association with Calcutta University in January 2012. This study is based on documentary analysis and formal- informal interactions with the journalists working in the group. The researcher has updated the research paper with inputs on latest developments and multimedia experiments in the group.

3.6 Ethical Considerations This researcher took care of all the ethical aspects during the research. While conduction surveys, focus group discussions and in-depth interviews all the participants and respondents were briefed about aims and objectives of the research. The researcher has assured them that the data collected will only be used for the research purpose. Prior permission for the survey in colleges was taken from the authorities.

The researcher has not tampered the data in any form and all the records are maintained properly. Material taken from research papers, books and other authentic sources are cited properly.

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