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Who Are the “Masses” in Mass Communication Research? Exploring Participants’ Demographic Characteristics Between 2000 and 2014

Abstract Demographics may influence the results and implications of mass communication research. Yet, there is a dearth of studies exploring the extent to which research in the field reports participants’ demographics and the composition of its study samples. This content analysis takes an identity theory and ecological systems theory approach to examine participants’ demographic characteristics in all mass communication studies conducted in the U.S. and published in six peer-reviewed journals from 2000 to 2014 (N = 1,278). According to our census, three-fourths of the studies reported gender, two-thirds reported age, two-fifths reported race/ethnicity and one-third reported education. While the reporting of demographics improved during the 15-year period, participants continued to be mostly educated, young, White women. In light of these findings, our theoretical framework contends that many of these studies may paint an incomplete picture of the role media play in the lives of the U.S. users and audiences. Furthermore, reporting of participants’ demographics as well as sample composition differed by research methods and subdisciplines, thus revealing a lack of standard protocols across the discipline. Findings from this study encourage researchers to systematically record, report and analyze participant demographics, as well as to take into account participants’ heterogeneity within these demographic groups.