Comparative Method
The comparative method of research in both the fields of communication and media studies focuses on the contrast that exists between macro-level units like sub-national groups, cultural thickenings and regions at a particular point(s) in time. The method has “gained considerable ground” due to its proven usefulness in research works (Esser, Vliegenthart and Roeterseiland 2016, pp. 2). The analysis that accompanies the comparative method performs numerous intertwined functions. The functions define the benefits attached to this method of research. Specifically, the comparative method facilitates a deeper comprehension of one’s society by comparing its routines and composition with those of other societal systems. Thus, apart from enhancing the understanding of one’s society, it also leads to the understanding of the other systems with which a particular society is compared. Besides, the comparative method gives room for the researcher to test various associated theories, thus, leads to the thorough evaluation of the scope of the study and the usefulness of the phenomena. As such, it is the determining factor in the development of a conventional theory (generalisation). Finally, the comparative research methodology bars the scholars from making overly generalised and biased claims on particular phenomena, thereby, posing a challenge to ethnocentrism (relativization).