MEDIA RESEARCH AND ETV POLICY

One of the most curious features of television research is that there exist two quite distinct and independent traditions: that of mass communications and that of educational technology. The two types of research have different aims and motives, are conducted by different kinds of researcher and usually employ different methodologies. Whatever the reason for these two distinct traditions it represents a highly undesirable state of affairs since it unduly restricts all aspects of television research. The restriction occurs at a number of levels but perhaps the most important is at the level of the programming policy implications of the research. At first sight it might seem that educational technolgists have a much more intimate relationship with programming policy makers than do mass communications researchers but such a view neglects the broader political implications of research which we should like to consider.