Studying Theory,

Doing Research
Prepared by Kyo Zapanta
For COM 630

What Theory is

What Theory is Not

References
are not
theories

Data are not

theories

Variables are
not theories

Diagrams are
not theories

Hypotheses
are not
theories

Integrating Theory
and Research

(1) Theory as
paradigm

What do we believe exists? (Ontology)

How can we know reality? (Epistemology)

How can we produce reliable and

valid knowledge? (Methodology)

How can we collect data?

(Methods)

(2) Theory as lens

(3) Theory as new knowledge

Thinking
Quantitatively and
Qualitatively
Models of Social Research

Attempts Deals with

figures
Deductive
Objective to
generalize

Quantitative

Seeks to
deals with
understan
InductiveSubjective
experience
d
s

Qualitative

Theory of Media vs.

Theory of Society

Used to
interpret
social
phenomenon

Social Theory

Used to interpret
media
phenomenon in
relation to society

Media Theory

Examples of Social
Theory

Every part has a

role or function

Functionalist Theory

Freedom of
individual; reason
over anything

Liberal Theory

social change due to

struggle in opposing
views (conflicts)

Conflict Theory

serves as an
incentive

Encourage
people to work
harder

POVERTY (functionalist)

Will vanish
Problem that reflect our
when
we
incomplete state of development
improve

POVERTY (liberal)

Imposed and reflects

power among social
groups

Will continue
until those
harmed enforce
change

POVERTY (conflict)

Examples of Media
Theory

what the media do to

the audience

(1) Effects Theory

Copycat murder

Daniel Bartlam,
copied Coronation
Street villain John
Stape

Moral Panic

situation is out of
control in some way,
and represents a
threat to the moral
order

what the audience

does with the media

(2) Uses and Gratification

Theory

SELF ACTUALIZATION creativity,

pursue inner talent, fulfillment
ESTEEM acceptance, valued by
others
BELONGING Love
SAFETY/SECURITY Finance,
health
PHSYIOLOGICAL air, water, food,
clothing, shelter

Information
entertainment

Personal
integration
Identity

Why People Use Media

what the audience do

to media

Message is
polysemic

(3) Reception Theory

Dominant/Preferred
Negotiated
Oppositional
> share >
> shared ideologies
some ideologies
rejects the code

Audience Decode Media

Differently

Mood

Gender
Age
Life experience
Belief

Culture

What affects decision to

accept or reject?

Six Normative
Theories of Mass
Media
concerned with what the
mediaoughtto be doing in society
rather than what they actually do.

Media is controlled
Can be invoked under
by a ruling group extreme condition

Authoritarian Theory

Media is
representative
Complete
freedom
No censorship
agency or
of public
watchdog
expression

Libertarian Theory

Media
should
Media is
represent
all
social
Media
is free but with
accountable to
groups
obligations
society

Social Responsibility Theory

Media should act in the

interestPress
and control of the
Communist
No profit motive
working class

Soviet Communist Press

Theory

media freedom, should be

subordinated to requirements of
economic,
social
andbe
political
Bad news
must
treated
development
There is no bad news
very carefully

Development Media Theory

It stands for defense against

The new media trends and
commercialization
and
Resistant
to
centralism
and
developments in the world
monopoly
bureaucracy

Democratic Participant
Theory

The Changing
Times

McLuhan was
wired long before
His formulations
became
this revolution produced
the editors
of Wiredfor
magazine
prophetic
Internet
classrooms without walls
were born.
WIREDinMagazine
Utopians
the 1990s

New Media (McLuhan 1950s)

enabling
audiences
a system
consumers
multiple simply
declared
the end
of and of
everyone is able to be a
broadcast
and the
rise
of
producers,
would
not
distributors,
tolerate
the
andpassivity
broadcaster.
(Gilder)
interactive
networks of them
consumers
demanded

Second Media Age (1990s)

Digital platform as the basis for

erasing
the very language
notion of
interoperability
thru
common
Digitalization as basis for
medium itself (Kittler
(Jenkins,
Kittler)
convergence
(Owens,
Negroponte,
the Internet will be all
Gilder)

Media Convergence

Community
Immediacy
and
Integrity
and
eContentPhoto
Reliability
Manipulation
Publishing
Erratum
commerce

Areas of concern