Building And Evaluating Theory

Front 1

4 Stage Model of Communication
Inquiry

Back 1

Stage 1: Observing Communication Phenomena
– Ask appropriate questions

Stage 2: Discovering Theoretical Explanations

Stage 3: Test Theoretical Explanations

Stage 4: Refine, Modify, or Change

Front 2

Theories are. . .

Back 2

Abstractions

Constructions

Front 3

The Building Blocks of Theory

Back 3

Concepts

Explanations (Relationships)

Front 4

Conceptualizing:

Back 4

Competent communication – observed as a phenomenon in the world

Since communication has content and relational
dimensions, we divide this broad concept into
two categories (use existing theory and research
to do so):
– Effectiveness (content)
– Appropriateness (relational)

Front 5

Explanation

Back 5

An explanation identifies relationships among
concepts

An explanation answers questions “Why”? or “How”?

An explanation relies on principle of necessity

Front 6

Principle of Necessity

Back 6

Designates a logical force among concepts that
makes a particular outcome necessary

Front 7

Three types of necessity

Back 7

–Causal
–Practical
–Logical

Front 8

Causal Necessity

Back 8

Explains events in terms of cause and effect

Examples:
– High argumentativeness causes effective
communication
– High verbal aggressiveness causes
inappropriate communication

Front 9

Practical Necessity

Back 9

Explains events in terms of acts and
consequences

Behavior seen as intentional action designed to
achieve goals
Example: Individuals who want others to agree with
them and like them will focus on the issue and not
attack others personally when they disagree

Front 10

Logical Necessity

Back 10

Theories are elaborate explanatory frameworks
linked by logic

Logical consistency

All theories must have logical necessity

Front 11

How to Build Theory

Back 11

1. Observe phenomenon
2. Develop explanation (theory) for phenomenon
-- define concepts
-- create logical explanation
(evaluate)
3. Test your explanation (theory) of the
phenomenon
4. Refine, modify, and/or change your theory
(re-evaluate & re-test)

Front 12

Why is a theory never said to be proven, only supported?

Back 12

Because there is always the possibility that the tests are flawed or that unknown factors may intervene.

Front 13

How to Evaluate Theory

Back 13

Scope

Precision

Logical Consistency

Testable

Heuristic Value

Organizing Value

Validity
– Utility
– Correspondence of Fit

Parsimony

Front 14

Scientific

Back 14

Objective knowledge

Search for regularity in
communication behavior

Systematic & standardized
observation of comm. behaviors

Knowledge gained through empirical means

Goals of explanation,
prediction, and control

Quantitative approach to
testing

Front 15

Humanistic

Back 15

Some knowledge is subjective

Focus on individuals and how they create meaning

Non-standardized methods (still systematic)

Knowledge gained through
introspection and
interpretation of data

Goals of understanding and
social change

Qualitative approach to
testing

Front 16

Quantitative Approaches

Back 16

– Data = Numbers
– Statistical Analysis
– Surveys and
Experiments
– Social Scientists
– Laws Theorists
– Sometimes Rules
Theorists
– Goal is to Explain in
Order to Predict

Front 17

Qualitative Approaches

Back 17

Qualitative Approaches
– Data = Words
– Textual Analysis
• Rhetoricians
• Goal is to understand and sometimes criticize
– Interviews and Focus
Groups
• Sometimes Rules
Theorists
• Goal is to
Understand and to
Explain