1. Talk About Theory Objective or Interpretation Chapter 2

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3. Two Approaches to Theory: Science or Interpretation Inevitably, you will end up choosing to work either in scientific, from hereon called objective, but sometimes called “quantitative” research or interpretive, or “qualitative” research.

4. Objective or Interpretive The Objective Approach entails: bObservation QHypothesis qValidation sThe Interpretive Approach entails: looking at a text in a such a way that it reveals something unique to the observer. What effect does it have on you?

5. Which Approach is for you? Either approach or even a mix of approaches are valid. Researchers working in a particular approach share a worldview. Different worldviews reflect “contrasting assumptions about ways of arriving at knowledge, human nature, values, purpose of theory, and methods of research” pg. 16.

6. Apply these Five Criteria to determine which approach a theory takes In this course, critical thinking about each theory involves applying the following five criteria. We will review today. You will need to know these criteria.

7. 1. Ways of Knowing How do we know what we know? This is studied in branch of philosophy know as epistemology. Objectivists (empiricists) claim that there is a singular Truth that is “out there” waiting to be found often through the 5 senses. Researchers pool their findings to create a body of knowledge. Principles explain human behavior.

8. Ways of Knowing, continued Interpreters also seek truth but see it as socially constructed through communication. For them Truth is mainly subjective, in other words, meanings are highly interpretive. Interpreters claim we cannot separate the knower from the known, hence multiple meanings are possible.

9. 2. Human Nature: Determinism or Free Will Objectivists stress the importance of forces that shape human behavior. Interpreters focus on conscious choices made by individuals Objectivists will describe “human behavior as occurring because of forces outside the individual’s awareness” p 17. Interpreters see people as free agents who are able to make choices.

10. 3. The Highest Value: Objectivity or Emancipation? Scientists value objectivity, hence the focus on validation of theory. Interpreters see the ability to choose as what separates Humans from the rest of creation, they value research that expands the range of free choice. Scientists want to be bias free. Interpreters acknowledge their own ideological orientations.

11. 4. The Purpose of Theory Objectivists see theory as a way to create Universal Laws, the one size fits all approach. Interpreters seek to explain the particular and specific and therefore provide guides for interpretation of the text.

12. 5. Research Methods: The method you use to collect data should match up with the approach. O Objectivists use experiments and surveys (quantitative). I Interpreters use textual analysis and ethnography (qualitative).

13. Experiments Human behavior is not random. Cause and effect relationship. Research identifies independent and dependent variables. Experimental subjects Controls

14. Surveys Most common form of data collection. Based on questionnaires or conducting interviews. Validates theory. Can involve both quantitative and qualitative data.

15. Textual Analysis Describes and interprets characteristics of a message. Text can take many forms. Can challenge prevailing ideology.

16. Ethnography Participant-Observer. Observation of people to gain insight into particular communication practices and culture. Conclusions drawn are aided by theory used.

17. Plot theories on an obj-int. scale The five differences just highlighted help us determine why a theory is objective or interpretive. KNOW THESE CRITERIA! Not all theories fall neatly into one approach or the other. Some theories have a mixture of approaches. You will need to know WHY a theory takes the approach it does.

18. Conclusion Theories help us understand and explain our worlds. In the Communication Studies discipline, more broadly called the Communication field, research takes place within two different worldviews: Objective and Interpretive

19. How you differentiate between the two approaches? 1.Ways of Knowing: One Truth or Multiple Realities? 2.Human Nature: Determinism or Free Will? 3.Value: Objectivity or Emancipation? 4.Purpose: Universal Laws or Guides for Interpretation? 5.Method: Experiments/Surveys or Textual Analysis/Ethnography.