A comparison is made between the tools of observation and research used by journalists to study society and the media, and the qualitative and clinical research tools used in the social and psychological sciences. The first part of the paper, a journalistic approach to sociology, traces the notion of the sociologist as a super-reporter using…

Noting that there are signs of a relaxation in the long tension caused by the methodological "cold war" between quantitative and qualitative research proponents, this paper points to communications research as one area where the trend is developing. Placing communications studies in the framework of current public attitudes toward…