1. Paradigms of Knowing in Communication Research

2. Paradigms in social science provide a viewpoint or set of assumptions that frame the research process.

3. The Positivist Paradigm Based on the belief of an objective reality Based on the belief of an objective reality Studies variables Studies variables Seeks to explain causal relationships between variables. Seeks to explain causal relationships between variables. Seeks to generate laws that generalize communication behavior Seeks to generate laws that generalize communication behavior Uses quantitative data Uses quantitative data

4. The Systems Paradigm Communication is a system Communication is a system There are five characteristics of a system. There are five characteristics of a system. –Interdependence of parts of system –Systems are organized wholes. –The “whole” is greater than the sum of its parts. –They are characterized by dynamic equilibrium. –Systems vary in their degree of openness Seeks to explain functions of parts in relation to the whole. Seeks to explain functions of parts in relation to the whole. Studies variables Studies variables Uses quantitative data Uses quantitative data

5. The Interpretive Paradigm Humans are capable of reflectivity and their action is purposive Humans are capable of reflectivity and their action is purposive Studies meaning through semantic relationships Studies meaning through semantic relationships Studies meaning through rules Studies meaning through rules Constructs theories of understanding Constructs theories of understanding –Local knowledge Theories –Heuristic frameworks Uses qualitative data Uses qualitative data

6. The Critical Paradigm Reflection produces knowledge Reflection produces knowledge Critical reflection enables the exposure of ideologies and power imbalances Critical reflection enables the exposure of ideologies and power imbalances Research should enable social change Research should enable social change Social science is subject to critical reflection Social science is subject to critical reflection