On the afternoon of May 16, Yu Mengli, Lecturer and Master Supervisor at the School of Journalism and Communication, was invited to attend the “Appointment with Mentors - Afternoon Tea for Communication between Teachers and Students” and gave a lecture on “Journalism and Communication in the Digital Age: Research Methods and Case Analysis” in Room 215, Xiushan Hall. Drawing on his extensive scientific research experience, Yu elaborated on journalism and communication research from multiple angles, covering research methods, dissertation topic selection, and research design. He simplified complex contents in academic research so that everyone could easily grasp them.
Research methods are neutral, neither good nor bad. The crucial factor is whether a particular method is suited to the specific research topic at hand. Yu kicked off by discussing research methods, meticulously introducing the characteristics of both qualitative and quantitative research. Capitalizing on case studies from journal articles and his own research experience, the lecturer provided a vivid explanation of various research methods, including ethnography, participant observation, questionnaires, and experimentation, and their applications in real settings. He also highlighted the significance of research tools such as NVIVO and SPSS. Furthermore, Yu advised students to enhance their learning about research methods by utilizing references, online courses on Bilibili, and other resources, which will enable them to efficiently conduct case studies.
Regarding research topic selection, he encouraged students to become “experts in three areas”: first, in their areas of interest, by translating personal passions and life experience into academic research; second, in literature, by leveraging the resources available at NKU; and third, in policies, by reading reports issued by the government and institutions. Yu underlined the importance of considering the correlation, originality, specificity, and ethicality of research topics, cautioning students against making impulsive decisions. He advised them to be meticulous and reflective in topic selection, staying on topics and frequently asking themselves the question, “What exactly do I want to research?”
At the end of the event, the lecturer offered some suggestions for crafting a dissertation proposal, advising students to maintain close communication with their supervisors, conduct a thorough review of relevant English literature, properly utilize AI content generators, and continually iterate and refine their topics during the selection process. He stressed that research methods should serve the topics, advocated interdisciplinary academic perspectives, and encouraged students to adopt a pragmatic academic mindset while striving for higher academic aspirations.
