Lecture 3 - I. II. III. Studying Communication as a Science...

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I. Studying Communication as a Science A. Communication as UCSB 1. We seek understanding of generalized patterns of communication variables (attitudes, behaviors, etc.) a. Pattern: how things work, do not explain unique experiences/individuals. b. What is related to what? Identify a variable and decide what it is related to. c. What causes what? B. Some patterns we “know” for communication behavior 1. Compared to many Middle Eastern cultures, Americans stand far apart when conversing. (Culture related to nonverbal distance) 2. The more expertise a speaker has, the more likely the audience is to believe what is said. (Expertise related to persuasion) 3. Exposure to (rewarded) TV violence increases aggression among children. (TV violence causes aggression) 4. How do we know these things? II. The Scientific Method A. Empirical 1. Make careful observations/measurements a. Good definitions of variables so you can measure them accurately, going out and getting good data, bring people in and interact in a lab, need data etc. B. Logical
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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 3 - I. II. III. Studying Communication as a Science...

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