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Human inquiry aims at answering both what and why questions, and we pursue
this goals by observing and figuring out. Human inquiry is a natural/fundamental to
us; it is the root of reseach.
How We Know What We Know?
Direct Experience and Observation
Personal Inquiry
Tradition
Authority
How do we look for Reality?
Two Criteria that an assertion must have
Logical support - must make sense
Empirical support - must not contradict actual observation; must have evidence
Ordinary Human Inquiry:
Humans recognize that future circumstances are caused by present ones (Causal).
Learn that patterns of cause and effect are probabilistic in nature.
Aim to answer both what and why questions, and pursue these goals by
observing and figuring out.
Sources of our secondhand knowledge: Tradition Authority Both provide
a starting point for inquiry, but can lead us to start at the wrong point and
push us in the wrong direction.
Errors in Inquiry and (Solutions):
Inaccurate observations - Failing to observe things right in front of us or
mistakenly observing things that really arent there. (Measurement devices guard
against inaccurate observations and add a degree of precision.)
Overgeneralization - Assuming that a few similar events are evidence of a
general pattern. (Commit to a representative sample of observations and
repeat a study to make sure the same results are produced each time.)
Selective observation - Ignoring events or situations that dont correspond to a
preconceived generalization (Make an effort to find deviant cases that do
not fit into the general pattern.)
Illogical Reasoning - Reasoning away the observations that contradict accepted
generalizations or conclusions. (Use systems of logic consciously and
explicitly.Over-Generalization and Selective Observation)
Views of Reality:
Premodern - Things are as they seem to be (as it is, fundamental).
Modern -Acknowledgment of human subjectivity.
Postmodern - There is no objective reality to be observed.
Foundations of Social Science:
The two pillars or science: 1. Logic - makes sense 2. Observation - correseponds
to what we observed
A scientific understanding of the world must both make sense and correspond to
what we observe. Both elements are essential to science and relate to the three
major aspects of the enterprise of social science: theory, data collection, and
data analysis (Babbie, 2013).
Theory logic; provides systematic observations
Data collection - observation
Data Analysis - comparison of what is logically expected with what is
How does the study of communication as a social science differ from humanistic and
critical studies of communication?
A rhetorical study is more focused on one case, whereas the social science study of
communication looks for patterns across people or situations.
Social scientists focus on the study of human behavior.
To speak, to persuade, to present, to write --- to communicate --- it is a form of ART.
It is about rhetoric and persuasion.
Communication is also a process. A discipline that concerns relationships of
individuals in a society that differs across culture and experiences. Studying
Communication is a SCIENCE.
Communication - The process by which meaning is exchanged between individuals
through a common system of symbols, signs or behavior.
Research - A scientific procedure the entails the collection of data/knowledge by
following a given methodology. The systematic process of asking questions and
finding answers.
Communication Research - is a scientific procedure of understanding the
communication phenomena, discovering patterns in communication, and the
application, testing, or revision of communication theories.
Why we study Communication?
The primary goal of communication research is to describe communication
phenomena as well as discover and explain the relationships among them.
As Communication Research specialists
The research process allows the us to describe behavior, determine causes of
behavior, predict behavior, or explain behavior
Communicaton Models
1. Shannon and Weaver's Model of Comm SenderEncodeChannel(Noise)DecoderReceiverFeedback
2. Berlo's Model - SenderMessageChannelReceiver
3. Osgood and Schramm Circular Model of Comm
4. Barlund's Transactional Model of Comm
Components of Communication:
People The message The channel Feedback Code Encoding & decoding Noise
Communication Elements
1. Control Analysis (Source/Sender) - This refers to the performance of the
communicator.
2. Content Ananlysis (Message) - The information's scope and theme, and it's
appeal.
3. Media Analysis (Channel) - Various medium perform the functions
ofinterpreting themsg.
4. Audience Analysis (Receiver) - Refers to the audience's behaviour, tastes,
interests and opinions.
5. Impact (Influence) / Effects (Results) Analysis - Refers to the awareness,
attitude change, behaviour change, and practice level of the audience.
Modes of Communication Research:
1. Interpersonal/ Small Group Communication - interactions between two or a
few persons using verbal and nonverbal messages.
2. Language and Symbol Systems - Concerned with the verbal and non-verbal
codes of communication, meanings and how they are received and transmitted
3. Mass Communication - Focused on one-to-many communication via a media
channel such as radio and TV under conditions of limited feedback.
4. Organizational Communication - Concerned with the processing and use of
messages between and within organizations based on the structures and functions
5. Speech Communication - Focused on communication in public settings using
rhetoric and persuasion.
Week 5 | The Research Process: Getting Started
Selecting a Topic - A research topic is an interest stated specifically enough for you
to imagine becoming a local expert on it; Usually arise from individual interests based
on given conditions or field.
Identifying the Research Problem / Question starts by identifying your
TOPIC:
Ideas from your experiences Ideas from the media Turn broad topics into
preliminary questions What do your questions assume? Rephrase for clarity
(Spider Map; Concept Map)
Where to find a problem? Curiosity Information Gaps Controversy
Replication Literature Review Other People
In Communication Research, focus on the elements of Communication, the different
contexts or modes of communication, and communication theories.
Your Topics then must be transformed into preliminary QUESTIONS.
The preliminary question will guide you to seek relevant resources that will help you
determine if that question has not been adequately answered or as some would say
is it research-able (sic)?.
Review of Relevant Literature and other Sources - It is done at the beginning,
in the middle, or toward the end of the research paper. You can look for interesting
topics through Internet and Library searches, or expand your knowledge to possible
topics by reading books, encyclopedias, abstract and research journals.