comm 300 final study guide

comm 300 final study guide - comm 300 final study guide...

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Unformatted text preview: comm 300 final study guide 06/05/2008 21:51:00 World View One (WVI)- Scientific- The objective scientist Characteristics Epistemology-Ways of Knowing o Truth is singular, fixed o 5 senses o Objective Human nature o Determinism o Human behavior results from heredity & environment Value o Obectivity o Value-free o Reason free from emotion Purpose of theory o Establish universal laws o Prediction o Generalization Research methods o Quantitative o Surveys, experiments o Empirical (observable) o Measurable Standards of a good theory Scope-Explanation of data o Details an event/behavior o Draws order out of chaos o Explains why something happens Testability-Prediction of future events o Forecasts what will happen o Possible when we can see, hear, touch, taste, & smell Parsimonious-Relative simplicity o Easy to understand (efficient) o We will accept the simpler version of two plausible explanations Practical Utility o Real-world application o Offers practical help o Can be applied to many Heuristic provocativeness o Spurs more research & thought/discussion among scholars/researchers o Generates revisions/extensions of the theory World View Two (WVII)- Interpretive- The subjective humanist Characteristics Epistemology- ways of knowing o Truth is open to interpretation o Multiple explanations are accepted o Truth is created Human nature o Free will o Humans act voluntarily o Humans have a choice Value o Emancipation o Value laden o Emotion and reason are interdependent Purpose of theory o Create meaning o Interpretation o Unique experience Research methods o Qualitative o Ethnography, textual analysis Standards of a good theory New understanding of people o Offers fresh insight into human condition o A different way of looking at people Clarification of values o Theorist offers ethical stance o NOT emotion free Aesthetic appeal o Embodies artistry o Form is important as content Community of agreement o Support generated from like-minded scholars o Establishes the validity of the theory in the field Reform of society o Generates CHANGE o Challenges existing assumptions about culture and generates fresh alternatives to those assumptions Elaboration Likelihood Model (ELM)- Petty & Cacioppo Two Assumptions People are motivated to hold correct attitudes People are not always willing to expend cognitive effort Two routes to persuasion Central route (thinking hard, elaborating) Peripheral route (being lazy, short cut) Two main determinants of elaboration Motivation o We are exposed to so many persuasive messages that we would experience a tremendous information overload if we tried to interact with every variant...
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This note was uploaded on 04/06/2009 for the course COMM 300 taught by Professor Unknown during the Summer '08 term at University of Arizona- Tucson.

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comm 300 final study guide - comm 300 final study guide...

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