Mixed Methods Research in Media and Communication Studies: From the Philosophical Framework to Research Designs and Applied Models

Abstract

This study seeks to provide a systematic methodological treatment of mixed methods research in the field of media by moving from its philosophical foundations to research designs and applied models. The study is guided by a central research problem: To what extent is the logic of mixed methods research employed in Arab media studies as an integrated epistemological approach that goes beyond the mere technical combination of tools?In its theoretical dimension, the study reviews methodological literature related to mixed methods research, focusing on its philosophical underpinnings—particularly pragmatism—and the epistemological perspective it advances, which transcends the traditional quantitative/qualitative dichotomy. The review extends to mixed research designs, integration mechanisms, and sampling strategies.In its analytical dimension, the study examines a sample of Arab media studies that explicitly claim to employ a mixed methods approach, with the aim of assessing their adherence to mixed methods literature in terms of research design, integration logic, sampling construction, and results integration.The findings reveal a clear disparity between the procedural use of mixed methods and its employment as an integrated epistemological framework. In several studies, tools are used descriptively, with limited methodological integration and weak synthetic interpretation of findings.The study concludes that advancing mixed methods research in Arab media scholarship does not merely require the adoption of both quantitative and qualitative tools; rather, it necessitates philosophical and methodological awareness of the nature of their integration. Such awareness enables the production of deeper communication knowledge capable of explaining complex media phenomena in the digital context. Accordingly, mixed methods research must be grounded in a rigorous logic of methodological integration rather than simple instrumental aggregation.