Abstract:

On a global scale, societies and the mass media are in transition. Is electronic media research keeping abreast with the challenges of these massive changes? At the present time South Africa probably offers a unique case study in change : Both the socio-political and the electronic mass media systems are in a process of rapid and fundamental change. In the paper, three case studies are used, illustrating the success and failure of the implementation of electronic media research. The data of seven research projects indicated a need for greater professionalism in the implementation of research.