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Questions posed in the course of interviews focused on the analysis of the impact of media on individual behavior, views, ideas and lifestyle at large. In such a way, questions helped to reveal the impact of mass media on individuals. At the same time, responses of subjects of the study were quite subjective. Nevertheless, the use of interviews helped to reveal the attitude of respondents to mass media and their impact on individual views and beliefs as well as their culture and behavior. For instance, subjects responded to the question, where they have to reveal the impact of mass media on their traditions and norms of behavior. Many subjects recognized that they borrow models of behavior from mass media, whereas some subjects have recognized the fact that they are eager to resemble their favorite movie star. This is why interviews helped to reveal the impact of mass media on each subject involved in the study. At the same time, the researcher collected the information from all subjects of the study and conducted the in-depth analysis to reveal common trends in responses of subjects to identify key issues related to the impact of mass media on the culture and behavior of individuals (Schein, 1999). To put it more precisely, interviews have revealed the fact that a considerable part of subjects involved in the study do feel the pressure from the part of mass media. At the same time, they are exposed to the impact of the media virtually all the time. Mass media comprise an integral part of the contemporary culture and individuals can hardly avoid its impact on their behavior. In fact, individuals attempt to make independent judgments but often they are vulnerable to the impact of mass media at the unconscious level. Their unconscious is under the impact of mass media and subjects often fail to notice that they are under the impact of mass media. The analysis of interviews helps to reveal the existence dependence between cultural norms, values and views of subjects involved in the study and mass media.

Questionnaire

Another qualitative method applied in the current study was questionnaire. Questionnaires are very effective in terms of the qualitative study because they can help to reveal specific issues related to the topic of the study. To put it more precisely, the topic of the current study was the study of the impact of mass media on individual culture and behavior. Therefore, the questionnaire focused on the revelation of this impact and the assessment of the extent of the impact of mass media on individual behavior and culture. The questionnaire helped to reveal specificities in views of subjects of the study on the problem of the impact of mass media on their culture and behavior. The questionnaire offers subjects specific questions, which they had to respond. Subjects had to choose specific options offered by the researcher as responses to the questions posed in the questionnaire. At the same time, subjects were limited in their responses. They could not substantiate their responses but they had to choose only options offered in the questionnaire.

The questionnaire involved the same subjects as the interview. Therefore, subjects were selected on the ground of the similar age but of the different gender, race, and cultural background (Peters, 2007). In such a way, the diversity of subjects was supposed to contribute to the diversity of their responses to reveal the diversity of their views on the topic of the study. In such a way, the study was supposed to reveal specificities of the impact of mass media on representatives of different cultural groups, racial groups and different genders.