COMMM236-Exam1Review - Chapter 2 Tony Schwartz Resonance...

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Chapter 2 Tony Schwartz - Resonance principle of communication: successful persuasive messages evoke past experiences - “resonance” between the content and listeners’ experiences Theory spectrum: Objective (scientific) Truth is singular Cause-and-effect Values effectiveness Measured Interpretive (subjective) Multiple truths possible Gives meaning to texts Values participation Less measurable Positivism Umpire metaphor “I call it like it is” -hypothesis is tested Post-Positivism “I call it like I see it” I have a hypothesis and it will be tested Social Constructivism Our reality is constructed around us Purpose of Research -Find truth Chapter 3 Criteria for a scientific/objective theory 1. Simplicity 2. Testability 3. Practical utility 4. Quantifiable research Future Prediction through observed patterns Explanation of data - “why?” **Simplicity - Occam’s Razor (rule of parsimony) -- shave off complex stuff Testable hypothesis - falsifiability Practical Utility Quantitative research - numbers > words; experiments, surveys
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Criteria for a interpretive/subjective theory 1. Identify values 2. Understanding of people 3. Aesthetic appeal 4. Community of agreement 5. Reform of society 6. Qualitative research a. textual analysis, participant observation (ethnography) Socio-psychological tradition (objective) Interpersonal interaction and influence O------x--------------I Cybernetic Information processing in a system of people and experiences O---x-----------------I Rhetorical Artful public address Speech unique to humans, diplomacy > war, single speaker O--x------------------I Semiotic
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  • Spring '14
  • CynthiaS.Roper
  • Sociology, Communication, General, Theory, ACU, Comm, Coms, Dylan, social constructionist, Expectancy violations theory, social realities, practical utility, Brugman

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