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30 Cards in this Set
- Front
- Back
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Axiology
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Ideas about the rule of VALUES in research. What is worth knowing?)
Scientific: Value-Free - Values negatively bias the research process Humanistic: Values inherent - Values are essential in the research process and should not be ignored Social Constructionist: (Values are MOSTLY removed) -Many values may need to be overlooked if the value of the research being conducted is greater. |
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EPISTEMOLOGY
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Ideas about what we know and how we know it / knowledge about the social world
Scientific: Positivism - We can be completely positive about our knowledge if it is both positively EMPIRICAL and SYSTEMATIC. Bias is strongly prohibited -Empirical - Can be proven scientifically -Systematic - Results do not change after multiple surveys and/or experiments. Humanistic: Subjectivism - Knowledge is always subjective - Reasoning is simply because WORDS are used to describe phenomena (I guess???) |
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ONTOLOGY
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Ideas about the nature of reality of what we study. Gives a vision of the world and observes human nature
Scientific: Realist- Our social world is real. Reality exists external to us (OBJECTVE) -Tangible and Immutable (unchanging over time) Determinist- We are stimulus-responsive beings. THere are LAWS of human nature. -CAUSE and EFFECT laws - PAVLOV's theory Humanistic: Nominalist- Reality exists in side of each of us differently. No "real" world exists, just the ideas that we create. Free Will- We VOLUNTEER to follow human nature and rules. -DECISION MAKING Social constructionist: (FREE WILL within LIMITS) -Reality exists, but we created it through our own words. -INTERSUBJECTIVITY- "the sharing of subjective states by two or more individuals." -There are objective facts on socially constructed phenomena |
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Conceptual and Operational data
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Conceptual = How do I conceptualize it
Operational = How can I quantify and measure it |
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How we evaluate theories (P.U.S.H.F.T)
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parsamony- simplicity
utility - Usefulness scope - breadth and depth of focus heurism - ability to provide new insights and fields of research falsifiability -can be proven fake somehow/somewhere, otherwise it would be a law Test of time - How long it holds up before becoming obsolete |
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Dependent and Independent variables
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Dependent - The variable we are observing. It is affected by the independent variable. DOESN'T GET CHANGED!
Independent - The variables we dick around with to modify the dependent variable. GETS CHANGED! |
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Correlational, Causal and Temporal relationships
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Correlation: positive ++ negative -- Inverse +-
Causal - Cause leads to effect Temporal - Relationships in regards to time. |
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Muted Group Theory (Intercultural)
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When your native language does not fit with your personal experiences. Focuses on the language of high powers and how it affects low power language (feminisim is brought up a lot). Muted groups MUST form their own way of speaking within the language, like coming up with words for experiences.
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Standpoint theory (Intercultural)
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Knowledge, experience, and cmm behavior are shaped largely by their social group, not their cultural group. Focuses on how high power treats and views low power/vice versa and how high/low power sees themselves on the social rankings (more feminism examples)
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Communication Accommodation Theory (Intercultural)
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We tend to slightly mimic those we talk to or speak in certain ways to diff people. Our identity is formed by the groups we relate to and how we treat others.
convergence - TRYING to conform to the person you speak to, especially seen in low to high power cmm divergence - TRYING to repel someone away maintaining - Holding that converged or diverged identity overaccommodation - Converging in bad ways -- Baby talk, talking slowly, hyper-explanation, etc... |
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High Context/Low Context culture (Intercultural)
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High - what you want to say isn't explicit and often hard to decipher if from other cultures
Low- What you say is what you really mean (Explicit) |
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Social Exchange Theory (Interpersonal)
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Thinks about relationships in ECONOMIC senses. Worth = reward-cost. Standards are CL and CLalt
CL - The STANDARD for what a person thinks they deserve in a relationship (SATISFACTION and EXPECTATIONS) CLalt - How people compare their evaluations to the alternatives (STABILITY and COMPARISON) Having a stable, pretty good relationship is better than a relationship with strong highs and lows over time |
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Social Penetration Theory (Interpersonal)
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Relationships grow with more self disclosure. ONIONS (breadth/depth).
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Relational Dialectics Theory (Interpersonal)
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Having tension between contradictory impulses in relationships. Autonomy or connection? Openness or protection? Novelty or predictability? Public or private relations? Real or ideal?
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Face Negotiation Theory (Interpersonal)
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How you want to be seen or how you see yourself.
POS = TO BE LIKED. NEG = TO BE AUTONOMOUS (independent) why this is also a culture theory - Collectivists worry about OTHERS face, INDIVIDUALISTS worry about THEIR face. |
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Cognitive Dissonance (Persuasion)
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Means uncomfortable thinking from inconsistencies in our beliefs. We strive for cognitively consistency and have many ways to cope.
-Exposure = seeking consistency -atention = cherry picking from what brings itself to you -interpreting to fit your beliefs -Retention |
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Elaboration Likelihood Model (Persuasion)
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How we process messages and become persuaded.
central processing - (cognitive) We pay attention to the content of the message, such as argument quality, logic, information truthfulness. peripheral processing - Focus on things external to the message. Quality of the speaker, their expertize/your trust, the subject matter. |
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Theory of Reasoned Action (Persuasion)
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If we KNOW somebodies INTENT, we can predict their BEHAVIOR
the three (four??) things I must know to determine your intentions: (pos or neg) 1.) Your attitude 2.) Subjective norms - How we perceive your norms. How we think you think. 3.)Personal experience - If you're more experienced you're more likely to act. 4.) Ego involvement - Is the experience personally important to them? |
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Social Judgment (Persuasion)
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The big arrow/continuum with the latitude of acceptance and rejection with indifference in between.
how to change attitudes - Its done little by little, BUT once they pass over the line of acceptance, even by a tiny fraction, they become strong supporters. |
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Social Learning/Social Cognitive Theory (Media)
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people learn by observing others behaviors.
Vicarious (+ - portrayals). Violence is a strong influence (kids beating up dolls [modeling]) imitation - Simply using their products and styles identification - Making them a part of your identity mentally. |
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Critical Mass in Diffusion of Innovations (Media)
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The smallest number of people needed to adopt an use an innovation. 15-20% of the given population.
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Direct effects theories (Media)
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Believes that media has a strong direct effect with its audience. Magic bullet and hypodermic needle.
LIMITED EFFECT believes there is more needed rather than media (media + ?? = effect) Leads to MDT |
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Displacement Theory (Media)
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Media tries to replace your other daily activities like going to the gym, family meals, books, with news and media
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Media Dependency Theory
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The more dependent we are on the media the more of an effect it has on us
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Agenda Setting (Media)
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Media is able to transfer their agendas and make it a part of our own.
priming - making decisions about political people based on how well they react to current agenda topics number of issues on the agenda at one time - 3-4 mainstreaming - heavy users of other cultures share similar ideals resonance - when your reality is similar to the media's description it affects you more framing - selecting only specific parts of an event. in/exclusion of key pts triggering event - event that wipes out an entire agenda. 9/11, columbine |
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Cultivation Theory (Media)
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cultures, beliefs, and viewpoints are shaped by long exposure to media consumption. almost ritualized.
Mean World Syndrome - media driven idea that everyone sucks. Most commonly seen in HEAVY USERS (4+HRS WITH NO PURPOSE) |
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Uses and Gratifications Theory
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People are affected differently by media due to their unique uses for it and their cognitive states. HAS TO ACTIVELY AND INDEPENDENTLY BE CHOSEN.
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Narrative Paradigm/Narrative Theory (Rhetoric)
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Persuasion is narrative in nature (stories we tell). We are narrative beings. ALL CMM is narrative. Storytelling separates us from other animals.
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Symbolic Convergence Theory (Rhetoric)
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Fantasies form a new consciousness for members of a group and form symbolic realities.
Fantasy Theme - Represents larger symbolic reality. It exhibits: -Substantive Qualities (Content) - Forming a story -Stylistic Qualities (Dramatizing, embellishing and reconfiguring of fantasy themes) -Structural Qualities (Plot lines) We use fantasies to relate to them and form symbolic realities Fantasy Chaining - People share the fantasy -- it "chains out" to others. PEOPLE SYMBOLICALLY CONVERGE/SHARE Fantasy Type - A stock scenario used to explain new events in a way we are familiar with -Columbine, 9/11, watergate Symbolic cue - Represents a fantasy theme, fantasy type, or rhetorical vision. Rhetorical Vision - A symbolic reality in which large groups of people can share, like nazi germany. |
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Situational Theory (PR)
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The management of relationships between an organization and all of their relevant publics.
Not marketing, but for CRISIS and ISSUES. ISSUES CREATE PUBLICS! factors that influence whether people become actively involved on the issue: -Knowledge and awareness of issue -Level of involvement -Constraint recognition = what holds back aware members from being active members. They need EFFICACY - the sense of "we can do it!" |
