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28 Cards in this Set
- Front
- Back
- 3rd side (hint)
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Major assumptions |
Observations do(n’t) capture onderlying reality What we choose to look at, tells us something about an underlying reality we cannot see but assume to exist. Human behavior can(‘t) be generalized assumption that people are similar in the way they behave. Researchers should(n’t) distance themselves from their research participants Research should(n’t) be done forma specific purpose personal motivation/interest would he best, but sometimes money/fame There is(n’t) a 1 best position from which to observe human behavior Shannon and Weaver model |
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Shannon and Weaver model |
Overly simplistic model, none of these can be studied in isolation Source provider or initiator of content Message the content of Communication Channel or medium the vehicle for communication content Receiver(s) the recipients or consumers for Information Noise extraneous Information or distractions that can disrupt an interaction
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Public Service Advertisement (PSA’s) |
Targeted Communication designed to promote positive attitudes and behaviors. Creative challenge is to shock and grab attention Check effectiveness, be sure that other possible causes are ruled out. |
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Rhetorical content research |
Appeals: logos (logic) ethos (character) pathos (emotion) Analyse the use of language |
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Content analysis |
Primarly quantitive example: more men than women in commercials |
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Critical analysis |
Works from basis assumption that communication maintains and promotes power structures in society Focus is on relationship between message source and recipient. May look for what is implicit and unsaid |
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Ideology |
Comprehensive set of normative beliefs |
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Choices for all types of researchers |
Field of study wide or narrow Researcher dispassionate or involved Action research get involved Scientific traddition stay away of subject Approach objective or subjective Social scientists: external objective real world Phenomenologists & etnographers try to understand people’s subjective worlds The priority your questions or their answers The sample large or small generalizing vs. understanding Data qualitative or quantitative Triangulation use both Q-methodology study someone’s “subjectivity”, but combine that with quantitative approaches to recoding and assessing these subjective views Report subjective or objective Subjective when involved often and vice versa |
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3 main components of Communication research |
1. Problem posting 2. Problem solving 3. Peer persuasion publishing it and receiving feedback |
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Start of a research |
Reading relevant articles is a must. Often interest may be triggered by an observation, news item or an occupational interest. Academic library will provide good examples |
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Social scientists |
Study how groups behave, often used to predict behavior |
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3 thought processes that link observations with theories |
Induction from observation to theory having more theories can help decide which one is the best explanation Deduction from theory to defining observations you will need to test the theory Make sure it’s true for all and true at all times Abduction reasoning from effect to possible causes |
Induction, deduction, abduction |
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Researchers move between theory and observation to strengthen their findings |
Researchers move between theory and observation to strengthen their findings |
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Why? Research has several purposes |
Exploration curiousity based, broad, library and discussions will be good starting point. Description tend to leave you with the ‘why’-Q Explanation answers ‘why’. Q&H more specific than exploration Prediction makes theory stronger. Experiments. H can also form as RQ
Control RQ & H is specific as for prediction Interpretation could write specific H’s but open-ended more likely Criticism to understand and explain the way in which comm. Is used to exercise and maintain power in groups |
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Methoddecisions are based on.. |
Epistemology: how we know what we know. Is a result of Tenacitiy always done/understand it this way Intuïtion guts instinct Authority because a credible source says so Rationalism logical reasoning Empiricism observation |
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Positivism |
Phenomena explained by rules. Based on objective observation and generalizations from those observations Strengths:
Openess: methods/date open for inspection Self-correction: other researchers can replicate it, same outcome, increased confidence |
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Scientific methods are a combination of... |
Empiricism, rationalism, positivism |
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2 assumptions before starting a research... |
Worldview 1 and 2 |
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Worldview 1 |
Human behavior is predictable, measurable and generalizable Nomothetic approach emphasis on measure and generizing. Advertising and audience research |
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2 assumptions before starting a research... |
Worldview 1 and 2 |
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Worldview 1 |
Human behavior is predictable, measurable and generalizable Nomothetic approach emphasis on measure and generizing. Advertising and audience research
Researchers perspective privilege Generalize |
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Worldview 2 |
Human behavior is individualistic, unpredictable and subjective. Assumes that knowledge is socially constructed out of interaction with people. Ideographic approach emphasis on individual understanding Participants perspective privilege Understand |
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Ontology |
The nature of what we study, deals with the nature of existence and what language actually refers to. E.g.: you can’t see someone’s character |
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Serials |
Academic journals Should use them before/while studying |
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Constructs |
Ideas / concepts To operationalize them = operationalize constructs to measurable variables |
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Hypotheses can state: |
A relationship two-tailed hypothesis Specify the direction of the relationship one-tailed hypothesis No relationship Null-hypothesis
If you cant make a prediction, you have a research question open-ended/close-ended |
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Ethnomethodology and phenomenology argue that complex human behavior cannot be simplified into variables |
Ethnomethodology and phenomenology argue that complex human behavior cannot be simplified into variables |
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Hermeneutics |
Theory of text interpretation. Means that a part might not be understood without reference to the whole. |
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