2 - -quantitative-convert data into numerical...

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Rhetoric -art of persuasion renaissance -era of tremendous intellectual, artistic, and scientific achievements in Europe 14 th -17 th century -humanism -celebrated human nature and its potential -Enlightenment -science and reason were the pathways to human knowledge behaviorism -study of behavior as a science behaviorists tradition -based its observations and conclusions on: -deniable, measurable behavior -experimental methods elocution -mechanics of public speaking -proper pronunciation, posture and grammar methodology -accepted sets of methods for developing new knowledge about the subject positivism -functionalist approach, postpositivism and social science approach interpretive approach -humanistic (rhetorical) study paradigms -worldview theory -set of statements that explain a particular phenomenon methods -specific ways that scholars collect and analyze data -naturalistic -everyday, real-life situations -classroom, café, shopping mall -uses surveys, interviews
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Unformatted text preview: -quantitative-convert data into numerical indicators-analyze the numbers using statistics est. relationships among concepts-qualitative-used for rhetorical analysis-understand how communicators and receivers understand a communication event-ethnographic-researchers actively engage with participants-rhetorical analysis-researchers examine and analyze texts or public speeches as they occur in society-textual analysis-analyze cultural “products” such as media/speeches critical approach-change society-not just understand human behavior postmodernism-broad intellectual and social movement of the late 20 th century-seen by architects-reaction to and rejection of modern architecture modernism-18 th century-enlightenment through rational thinking humans can advance and discover universal truth postmodern approach-reality is subjective and power is an important issue-power is slippery and constantly changing...
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This note was uploaded on 03/07/2011 for the course SOCIOLOGY 1 taught by Professor Mullin during the Spring '11 term at UCSB.

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2 - -quantitative-convert data into numerical...

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