To Do, week of Complete Chapters 6 & 7 Assessment, up front (10 minutes) – answers before we begin Turn in chapter 7 quiz, folder, up front –I’m aware of potential problems with questions 7 & 16. I will review and send out announcement. Thanks to Stella and Steven Mc. DUE on Wed., RQ/H assignment –make sure you attach articles – need 4 separate articles already –If you already read the uses and grats of the web article in your group pages area, you can use that as one of your articles for the RQ/H assignment Pull out PTL Ethnography article – Review This week & next - Bb discussion over RTV article – getting ready for Dr. Ebersole’s live video conference. Extra credit – Schultze, returned on Wed. Wed - Dr. Jindra and Star Trek! Enjoy the article. Focus on the basic questions.

“Big Ideas” – Chapter 7 Define ethnography and ethnographic methods Understand and explain four “commonalities” or characteristics of ethnography Understand and explain the basic data collection procedures involved in ethnography Understand the various roles of the researcher in ethnography Identify when to pull the ethnography tool out of your research toolbelt (that is, know which type of questions should be addressed with this method?) As a result of your readings and our class discussion this week you should be able to:

Research Question Hypotheses A WORKING MODEL OF COMMUNICATION RESEARCH Narrow focus Identify topic STEP 1: CONCEPTUALIZATION Review of Literature STEP 2: PLANNING & DESIGNING Which Method? STEP 4: ANALYZE & INTERPRET DATA Report / Write STEP 5: RECONCEPTUALIZATION STEP 3: SELECTING A METHODOLOGY Operationalizaton Measurement Techniques Define Key Concepts

Rhetorical Textual Analysis

The Research Toolbelt BIG QUESTIONS 1) What tools are in the toolbelt? 2) Which tool do you select?

DEDUCTIVE theory to objects; general to specific INDUCTIVE specific to general;individual to theory ATOMISTIC catalogs component elements EIDETIC (EIDETIKOS = FORM) totality; putting it all together OBJECTIVE quantifiable; exists independent of our knowledge of it SUBJECTIVE meaning perspective of actions GENERALIZABLE sample to population CONTEXTUAL not generalizable; interpretation of setting PURIFIED MUNDANE studies isolated attributes studies everyday life; the ordinary MEASURABLE countable; statistical data TEXTUAL meaning of social action; text AGGREGATED emphasizes the aggregate; ignores the individual PRESERVATIONISTIC emphasizes the individual

Approaches to Human Communication Research

OWN EXPERIENCE DISCOVER OTHERS CREATING THE RESEARCH TEXT PROCESS OF QUALITATIVE RESEARCH PROBLEM COMPOSING THE EPISODE MOVING TO THEORY “data collection” interpretation private textpublic knowledge the research argument, interpretation continued METHODOLOGY LITERATURE REVIEW METHODOLOGY OTHER QUESTIONS? reconceptualization ENCOUNTERING THE OTHER

Distinguishing Field and Laboratory Research Field studies occur in the natural environment Laboratory studies control for many interfering elements in the environment

Ethnography vs. Case Study vs. Interview all qualitativeThey are all qualitative methods may not involve participant observationCase Study may or may not involve participant observation – sometimes called “ethnography” –The focus is on one organization, group, person, to find out what made it/them/him/her “effective” Interviews may stop shortInterviews may stop short of participant observation –Content analysis is performed of the interview transcripts to identify patterns of responses

Ethnography Defined ethnos = tribe, race or nation; graphos = something written down Commonalities in Ethnographic Research Inductive Reasoning Proximity & Interaction Ordinary Behavior Multiple & Flexible Methods Data Collection in Ethnographic Research Decide what to observe Gain AccessWhat Role? Record/Report Observations Limitations? “Presuppositionless” Data 1st, Patterns 2nd Build generalizations from the ground-up Deal directly with subjects Observe, interview or join autoethnography (insider) level of commitment varies naturally occurring; normal, routine phenomena limited area or time Craig, et al, (1986), luggage Star Trek and Elvis....???? MULTI-METHOD Interview format (Levin, 1987) Content Analysis Biographies Recorders, video cameras (BJ) Artifacts, recordings, transcripts Shimanoff (1985) Patterns in everyday communication among college students - students carried recorders - stay in dorm room - observe in SUB, cafeteria, classes - interviews with students, professors Ragan and Hopper (1994) How couples talk about splitting up - Defined: “last conversation” - examples from fiction novels - television shows/films/plays - talk to people breaking up - observe people in final stages - survey after the fact - record break-up conversations 1. Complete Observer: no knowledge/no interaction (+/-) 2. Complete-Participant: no knowledge/full interaction (+/-) (Fox, 1969) 2. Observer-Participant: knowledge/some interaction (+/-) (Fine, 1980) 3. Participant-Observer: knowledge/full interaction (+/-) (VanMaanen, 1982) Reactive EffectsReliability lowGeneralizability?

Bon Jovi The “Church” of John? Religious imagery in secular rock music… “Close reading” of rock altars… homes as texts, bodies, etc. KEEPING RECORDS (see p. 193) –1 record words and phrases –2 sequences of events –3 meaningful objects –4 impressions

Advantages and Limitations of Field and Laboratory Research Power of manipulation + - Realism + - Control usually - + Measurement maybe + Randomization - + Observer bias - + Field Laboratory

Ethnography Defined ethnos = tribe, race or nation; graphos = something written down Commonalities in Ethnographic Research Inductive Reasoning Proximity & Interaction Ordinary Behavior Multiple & Flexible Methods Data Collection in Ethnographic Research Decide what to observe Gain AccessWhat Role? Record/Report Observations Limitations? Reactive EffectsReliability lowGeneralizability?

Research Question Hypotheses A WORKING MODEL OF COMMUNICATION RESEARCH Narrow focus Identify topic STEP 1: CONCEPTUALIZATION Review of Literature STEP 2: PLANNING & DESIGNING Which Method? STEP 4: ANALYZE & INTERPRET DATA Report / Write STEP 5: RECONCEPTUALIZATION STEP 3: SELECTING A METHODOLOGY Operationalizaton Measurement Techniques Define Key Concepts

Interfering Elements? Threats due to researchers -- Personal attribute effect Threats due to how it is conducted -- Procedure/Treatment Validity Threats due to research subjects -- Subject Validity Environment (internal) History (external) (longitudinal) Sensitization (pre-post) Data Analysis Hawthorne EffectSelection Mortality Maturation Intersubject bias Unintentional expectancy Statistical Regression

Ethnography Defined ethnos = tribe, race or nation; graphos = something written down Purpose/Goals 1. How people think about communication in particular situations; 1. Questionnaires are impractical, or solving a practical problem 2. When not much is known, no formal hypotheses 2. particular rather than the general (group/culture); 3. Extreme cases -- successful or unsuccessful Effect of Violent Video Games on Children? When? 4. Naturally occurring phenomena are within a limited area or time