Dr. hab. Tomasz Gackowski
11 January 2019, 10 am
Instytut Informacji Naukowej i Bibliotekoznawstwa UWr,
pl. Uniwersytecki 9/13
Room 104
Media researchers throughout the world more and more focus on certain deficiencies of classical methods used in the fields of social sciences and humanities. The need for the triangulation of methods is often discussed whereas researchers use modern technologies, such as eye tracking, face tracking, EDA / GSR, EEG, NIRS etc. It appears that what the recipient feels / experiences /perceives / reacts to can, to a large extent, be measured and standardised. If so, modern media researchers are not limited to in-depth interviews, observation records, surveys and focus groups. Thanks to modern technologies they are not restricted by a so-called declaration effect. In their research into the reception of books, press, radio, television, social media, applications and games as well as in VR / AR experiments one may want to determine what the respondent really perceives or experiences when they are exposed to a stimulus. What is taken into consideration from a bibliometric perspective is not only what respondents voluntarily reveal to us but also their reactions that they do not control. I will discuss the above issues referring to various examples of research conducted in the Laboratory of Media Studies of the University of Warsaw.
