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14 Cards in this Set

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Objective Approach
the assumption that truth is singular and is accesible through unbiased sensory observation; committed to uncovering cause-and-effect relationships

Objective researchers want to explain as well as predict

-Credibility leads to growth of mastercard enrollment or use.
-Credibility consists of expertise and trustworthiness.
-Determinism
-Effectiveness
Theory: generate testable hypotheses about general propositions
Methods: experiments, surveys
Source credibility theory
Perceived competence and trustworthiness of a speaker or writer that affects how the message is received.

People we view as trusted experts will be much more effective in their attempts to persuade us than sources we distrust or regard as incompetent.

(EX: peyton manning is a highly competent quarterback , so he is trusted because of that. )
Interpretive approach
Scholarship concerned with meaning

The linguistic work of assigning meaning or value to communicative texts; assumes that multiple meanings or truths are possible.

Most interpretive scholars are humanists (study of what its like to be another person, in a specific time and place; assumes there are few important panhuman similarities)

commercial:
-Symbolic transformation
-Equate commerce with manliness
-Adoption of attitude by barista

*Free will
*Participation
Theory: codification of past strategies for uncovering useful insight
Methods: textual, analysis, ethnography.
Symbolic convergence theory
Linguistic process by which group members develop a sense of community or closeness ex: stories or fantasies (Fantasy chain --> brings groups together)
Socio- Psychological tradition
Scholars in this tradition believe there are communication truths that can be discovered by careful, systematic observation. They look for cause-and-effect relationships.

-Systematic observation will reveal underlying truth
-Persuasion
Cybernetic Tradition
Cybernetics- the study of information processing, feedback, and control in communication systems

Communication is like information processing (Information = reduction of uncertainty)


-Shannon- Weaver model
Rhetorical tradition
Rhetoric- the art of using all available means of persuasion, focusing upon lines of argument, organization of ideas, language use and delivery in public speaking.

-Speech can be crafted and improved.
- Public speaking
The Semiotic tradition
Communication as the process of sharing meaning through signs. Semiotics = the study of verbal and nonverbal signs that can stand for something else, and how their interpretation impacts society.

Symbols= arbirtary words and nonverbal signs that bear no natural connection with the things they describe; their meaning is learned within a given culture.

-Communication is inherently sumbolic.
-The semantic triangle
-Higher order language use
The Socio-Cultural Tradition
Communication as the creation of enactment of social reality

The socio-cultural tradition is based on the premise that as people talk, they produce and reproduce culture.

Sapir-Whorf hypothesis of linguistic relativity: the claim that the structure of language shapes what people think and do; the social construction of reality.

*Reality is shaped by the language we use
-Prejudice, social order
The Critical tradition
Communication as a reflective challenge of unjust discourse.

*Communication maintains and exacerbates inequality.
-Control of language, media, privileging empiricism
-What practices prevent access to power?
The phenomenological tradition
Communication as the experience of self and others through dialogue.

Phenomenology: intentional analysis of everyday experience from the standpoint of the person who is living it; explores the possibility of understand the experience of self and others.

-Making sense to what you're doing ( cause-reason)
-Most interpretive **
- idea that society is created as a world among us.
-Looks at the inventive nature of society.
Symbolic interactionism
communication through symbols; people talking to each other
3 core principles of symbolic interactions
-meaning
-langauge
-thought
Construct
the cognitive template or stencils we fit over reality to bring order to our perceptions.