Lecture 5 - Comm. 88 Lecture 5 I. Using Theories in...

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Comm. 88 Lecture 5 I. Using Theories in Research A. Concepts are studied as “variables” 1. They have variations that can be measured. Ex. Media use – overall amount; or different types (TV, newspaper, internet) {media use as a variable could mean amount you use or the different types, those are variations of media} Ex. Needs-types (information, pleasure, identity); intensity (strong identity vs. weak) Ex. Selectivity-actively seeking, actively avoiding, vs. channel surfing. B. From theory (and/or from prior findings), we derive a hypothesis: 1. Specific testable prediction about the relationship between variables. Ex. From uses and Gratifications Theory – H1: people who identify strongly with their age group will select media that they see as supportive of that age group. H2: people who identify strongly with their age group will avoid media that they see as “unfair” to their age group. What are the variables
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This note was uploaded on 01/20/2010 for the course COMM comm10 taught by Professor Klein during the Spring '10 term at West Valley.

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Lecture 5 - Comm. 88 Lecture 5 I. Using Theories in...

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