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17 Cards in this Set

  • Front
  • Back
Emeritus theorist at the University of Minnesota who posits the broad definition of communication theory listed below. His theory of symbolic convergence is featured in Chapter Three.
Ernest Bormann
An advertising guru who developed the resonance principle of communication.
Tony Schwartz
Broadcast messages are most effective when they strike a responsive chord in members of the audience, thus evoking stored experiences from the past.
Resonance Principle of Communication
Communication scholar from the University of Colorado who believes that every general communication theory has two priorities—effectiveness and participation. His theory of organizational communication is featured in Chapter 20.
Stanley Deetz
An umbrella term for all careful, systematic, and self-conscious discussion and analysis of communication phenomena.
Communication Theory
Theorist who assumes truth is singular and accessible through the senses, who assumes behavior has identifiable causes, who values objectivity and universal laws, and who relies on quantifiable experiments and surveys. Used interchangeably with objective scholar.
Behavioral/Social Scientist
Theorist who is concerned with the web of meaning that constitutes human existence; who assumes multiple meanings are accessible and meaning is connected to the knower’s values; who believes human behavior is voluntary; who seeks to expand the range of free choice; and who uses textual analysis and ethnography to establish meaning. Closely related to the humanist.
Interpretive Scholar
The work of assigning meaning or value to communicative texts
Interpretive Scholarship
The study of the origin, nature, method, and limits of knowledge.
The assumption that behavior is caused by heredity and environment.
The assumption that behavior is predominantly voluntary.
Free Will
A research method that manipulates an independent variable in a tightly controlled situation in order to judge its effect on a dependent variable and thus establish a cause-and-effect relationship.
In a scientific experiment, the factor that the researcher systematically alters in the quest to discover its effect on one or more dependent variables; the cause in a hypothesized cause-and-effect relationship.
Independent Variables
In a scientific experiment, a measured outcome that presumably is influenced or changed by the independent variable; the effect in a hypothesized cause-and-effect relationship.
Dependent Variables
A research method that employs questionnaires and face-to-face interviews to collect self-report data demonstrating what people think, feel, and intend to do.
Survey Research
A research method that describes and interprets the characteristics of any text.
Textual Analysis
A method of participant observation designed to help a researcher experience a culture’s complex web of meaning.