What is Grounded theory and the media?

Grounded theory is a qualitative research methodology aimed at generating theory from data systematically gathered and analyzed. In the context of media studies, grounded theory can be used to explore how media narratives, representations, and audience interactions shape social phenomena. Researchers collect data through interviews, observations, or content analysis and develop theories that emerge from the data rather than testing pre-existing hypotheses. This approach allows for a deeper understanding of the complexities of media influence and societal behavior.