1. MCOM 409: Mass Communication Theories Anam Muzamill Fall 2015

2. Conceptualizing Theory  Defining theory  Approaches to Define theory  Functions of Theories  How theories can be evaluated  Approaches of Theory Building  Four main categories of Communication Theory

3. Defining Theory  Jonathan H. Turner defined theory as a process of developing ideas that can allow us to explain how and why events occur.  Theories help us understand or explain phenomena we observe in the social world.  Example: If we feel media instruct us what to and how to think about certain issues-The phenomenon has been theorized as Agenda Setting Theory

4. Approaches to define theory  A) Stipulative Approach: By setting forth a group of characteristics that must be present in any theory. (Restrictive Approach)  B)Reportive Approach: By looking at entities that have been called theories in the past analyzing the nature of entities. (Inclusive Approach)

5. Example for Stipulative Approach  A group of characteristics to judge  Theory should be supported by Evidence  Can be adapted and modified to account for new evidence  Generalizability-Can be linked to population  Stimulates new knowledge

6. Functions of Theory  Should have a problem solving ability  Types of problem:  A) Empirical Problem: Anything about the…. world which strikes us odd, or otherwise in need of an explanation.  Example: Why do interactants of western Culture behave differently as compared to interactants of Eastern Culture?

7. Functions of Theories..Cont’  B) Conceptual Problem:  The conceptual problem can be internal or external.  An internal problem exists when a particular theory exhibits inconsistencies that need to be clarified.  Example: Marshal McLuhan-Media Ecology  External Problem: A particular theory conflicts with an explanation provided by another theory.  Example: Theories of Media Effect contradicting each other.

8. Functions of Theories..Cont’  C)Practical Problem:  Highlights the role of a theory is solving practical problems  Example: Persuasive Campaigns to promote desirable behavior