The grounded theory method (GTM) occupies a grey area within the discussion on the method in social research. On the one hand, the proponents of the quantitative methods do not agree on the call for more reflexive theories on the data, there is the qualitative pressure to be more reflexive on others. The GTM has evolved over the years, responding to such an array of critics of its claims of a unique methodological place. Media research has a lot to gain by applying the GTM as it allows the mediating sources to work on the data while the investigation is still on.

Keywords: Grounded Theory, qualitative research, media studies, media research.