Science, Social Science,
Communication Sciences, and
Research
The Nature of Science
Science is characterized by empirical, systematic, objective, and cumulative inquiry.
It relies on observable evidence, follows established methods for data collection and
analysis, and aims to minimize bias.
Theories provide frameworks to explain phenomena and predict outcomes, while research
tests these theories through empirical investigation.
Understanding human behavior through scientific methods sheds light on cognition, social
interactions, and communication processes.
Science process
causality causal scientific method hypothesis
relationship
When a given When the altera- A search for truth A testable predic-
factor influences tions in a partic- through accurate tion about some event
another, even by way of an ular variable under specific observation and
intervening variable conditions always interpretation of
produce the same fact
effect in another
variable
“A means whereby insight into an
undiscovered truth is sought by (1) “A method ... by which our beliefs
identifying the problem that may be determined by nothing
defines the goal of the quest, (2) human, but
gathering data with the hope of “A set of interrelated constructs by some external permanency—by
Scientific Method
resolving the problem, (3) positing (concepts), definitions, and something upon which our
a hypothesis both as a logical propositions that present a thinking has no effect.... The
means of locating the data and as systematic view of phenomena by method must be such that the
an aid to resolving the problem, specifying relations among ultimate conclusion of every man
and (4) variables, with the purpose of [sic] shall be the same. Such is the
empirically testing the hypothesis explaining and predicting method of science. Its fundamental
by processing and interpreting the phenomena” (Kerlinger, 1986, p. hypothesis ... is this: There are real
data to 9). things whose characters are
see whether the interpretation of entirely independent of our
them will resolve the question that opinions about them” (Peirce,
initiated the research” (Leedy, 1955, p. 18).
1997, pp. 94–95).
Science Social Science Communication science
The systematic study of the The scientific study of human An interdisciplinary field that
natural world through society and social examines the processes,
observation, experimentation, relationships, including effects, and functions of
and analysis. disciplines like psychology, communication in society.
sociology, economics, and
political science.
Understanding Science and Human Behavior
Science plays a crucial role in examining human behavior. By applying systematic
methods, researchers can analyze how individuals interact and communicate. This
understanding lays the foundation for developing effective communication theories that
address both individual and societal behaviors.
Social Science and Its Relevance to Communication
Interdisciplinary Nature of Social Relevance to Communication
Science
Social sciences encompass various disciplines, The comprehension of human behavior and group
including psychology, sociology, economics, and dynamics is crucial for analyzing how media
political science, all aimed at understanding operates and influences societal functions.
individuals, groups, and societal structures. This
interdisciplinary approach is essential for analyzing
media's role in society.
Theories in Communication
Theories help us understand the complexities of communication, from interpersonal
interactions to large-scale social and cultural exchanges. Each theory offers valuable
insights into how we interact and process information in various contexts.
Key Social Science Theories in
Communication
Media’s Social Role: Media is viewed as a powerful agent in shaping social behavior,
values, and norms. Understanding social science theories is vital for explaining media's
broader impact on society.
Communication Science Defining Communication Key Areas in Communication
Science Science
as an Interdisciplinary
Communication science studies the Mass Communication: Investigates how
Field transmission of information, message mass media shapes public opinion and
interpretation, and the impact of culture.
communication on individuals and
societies. It integrates knowledge from Interpersonal Communication: Focuses on
various fields, including psychology, individual message exchanges.
sociology, and media studies.
Organizational Communication: Examines
communication within businesses and
organizations.
Importance of Communication Theories
Theories explain how media influences perceptions, relationships, and social structures,
including Cultivation Theory, Framing Theory, and Spiral of Silence.
Communication Science and Technology: The evolution of digital media and
communication technologies has transformed the study of communication, now including
online behaviors, social media, and digital journalism.
Introduction to Communication Theories
Communication theories provide frameworks to understand how humans convey and
interpret messages. They encompass various perspectives on the relationship between
communication, science, and human behavior, offering insights into the complexities of
interpersonal and mass communication.
Defining Theory in Communication
A theory in communication is a systematic explanation of how communication works. It
encompasses concepts, principles, and assumptions that help to explain the processes
involved in conveying messages and the effects they have on individuals and society.
Overview of Grand Theory in Communication
Grand theories aim to provide comprehensive explanations of communication phenomena. They often encompass
broad concepts and seek to understand the overarching principles that govern communication across various
contexts, serving as a foundation for more specific theories.
Exploring Positivist Theory in Communication
Positivist theory emphasizes the use of scientific methods to
study communication.
● It focuses on observable phenomena and seeks to
establish general laws that can predict communication
behavior.
● It relies heavily on quantitative data and empirical
research.
Overview of Hermeneutic Theory
Understanding Hermeneutic Theory in Hermeneutic theory centers on the interpretation of meaning in communication. It emphasizes the subjective
nature of understanding, arguing that context, culture, and individual experiences shape how messages are
interpreted.
Communication
Key Aspects of Interpretation
The theory highlights that understanding is not universal; rather, it is influenced by various factors, including
the cultural background and personal experiences of the individuals involved in the communication process.
Critical Theory: An Analytical Perspective in Communication
Definition of Critical Purpose of Critical Goal of Critical Theory
Theory Theory
Critical theory offers an analytical It seeks to uncover hidden The ultimate aim is to promote
perspective on communication, assumptions and challenge social change through a deeper
focusing on power dynamics, dominant narratives within understanding of communication.
social inequalities, and ideological communication practices.
influences.
SEVEN FOUNDATIONS
Critical social theory is based on seven foundations:
● It is a critique of positivism and of the assumption that theory is value free.
● It argues for the possibility of a better future without domination and exploitation.
● It sees domination as a structural phenomenon.
● It shows how humans, who live in structures of domination, tend to reproduce these structures in false consciousness.
● It is interested in everyday life such as the workplace and the family.
● It conceives structure and agency as dialectical.
● It sees liberation as a process that must be accomplished by the oppressed and exploited themselves.
Normative Theory: Prescriptive Approach in
Communication
Normative theory provides a prescriptive framework for evaluating communication
practices. It outlines ideals and standards for effective communication, aiming to guide
individuals and societies toward more ethical and responsible communication behaviors.
Flexible Social Science: Adapting Theory to
Context
Flexible social science emphasizes the need for adaptability in communication theories. It
recognizes that communication is context-dependent and that theories must evolve to
accommodate diverse cultural, social, and technological changes.
Introduction to Mass Communication Theory
Mass communication theory focuses on the processes and effects of communication
through mass media. It examines how media influences public opinion, shapes cultural
norms, and impacts individual behavior, highlighting the significance of mass
communication in society.
Theories of Mass Communication: Effects and
Influence
Various theories explore the effects and influence of mass communication, including how
media can shape perceptions, attitudes, and behaviors. Understanding these theories is
essential for analyzing the role of media in contemporary society.
Agenda-Setting Theory: Shaping Public Opinion
Agenda-setting theory posits that media doesn't tell people what to think, but rather what to think about. It
emphasizes the media's role in influencing the importance placed on issues, thereby shaping public discourse and
opinion.
Uses and Gratifications Theory: Audience
Motivations
Uses and gratifications theory explores why individuals actively seek out specific media.
It focuses on audience motivations and the ways in which people use media to fulfill their
needs, such as entertainment, information, and social interaction.
Cultivation Theory: Media and Perceptions of
Reality
Cultivation theory suggests that long-term exposure to media content can shape an
individual's perceptions of reality. It argues that heavy media consumers may adopt views
and beliefs that reflect the recurring themes and messages presented in the media.
Social Learning Theory: Modeling Behavior
through Media
Social learning theory posits that individuals learn behaviors through observation and
imitation of others, particularly through media representations. It highlights the influence
of media role models on audience behavior and attitudes.
Framing Theory: Shaping Meaning and
Interpretation
Framing theory examines how media presentation influences audience interpretation. It
explores how the way information is framed can shape perceptions, highlight certain
aspects of an issue, and affect public understanding.
Semiotics Theory: Symbols and Signs in
Communication
Semiotics theory studies the use of symbols and signs in communication. It explores how
meaning is constructed and conveyed through language, images, and other forms of
representation, emphasizing the importance of context in interpretation.
Diffusion of Innovation Theory: Adoption of
New Ideas
Diffusion of innovation theory explains how new ideas and technologies spread within a
culture. It examines the process of adoption and the factors influencing individuals'
decisions to embrace innovations.
Social Exchange Theory: Cost and Reward
Interactions
Social exchange theory analyzes communication as a process of cost-benefit analysis. It
suggests that individuals engage in communication based on perceived rewards and costs,
influencing their interactions and relationships.
Critiques and Debates in Communication
Theory
The field of communication theory is rife with criticism and debates, focusing on the
limitations of various theories, the influence of cultural contexts, and the evolving nature
of communication in the digital age. These discussions are crucial for advancing the
understanding of communication processes and practices.
Research
in
Communication Sciences
Purpose of Research in Communication
Research gathers evidence, tests hypotheses, and validates theories about communication processes and
effects, refining existing theories and developing new ones.
Communication Sciences
The Role of Research in
Types of Research Methods in Communication
Quantitative Research: Utilizes statistical methods for hypothesis testing (e.g., surveys, experiments).
Qualitative Research: Explores meanings and interpretations (e.g., interviews, focus groups).
Mixed-Methods: Combines both approaches for comprehensive insights.
Examples of Communication Research
Content Analysis: Analyzes media content to identify themes and trends.
Survey Research: Collects data from large groups to assess public opinion.
Experimental Research: Investigates cause-and-effect relationships, such as media's
impact on aggression.
Ethical Considerations in Communication Research: Addressing ethical challenges,
including privacy, informed consent, and responsible data use, is essential for ensuring
fairness and accountability in research practices.
Contemporary Trends in Communication Research
Globalization and Political Environmental Cultural Communication
Digital Media Communication Communication
The emergence of the internet Explores media's role in Examines how media addresses Analyzes media's representation
and digital platforms change democracy, public opinion environmental issues and engages of cultural identities and its
communication in all areas.. formation, and political audiences in sustainability. influence on cross-cultural
processes. interactions.
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