CMN101Sm09_Theory_Research_I

CMN101Sm09_Theory_Research_I - Theory-I CMN 101...

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Theory-I CMN 101 Communication Theories Tuesday, June 23, 2009
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What is Theory? ± Naïve/everyday theory vs. scholarly theory ± Theories are abstractions and constructions ± Different views of scholarly theory: A set of systematic, informed hunches about the way things work. A lens through which to view and understand a phenomenon
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Two Types of Communication Scholars ± Social Scientists Construct and test social scientific theory aka “objective” theory ± Interpretive Scholars/Humanists Develop and apply interpretive theory aka “rhetorical,” “critical,” “humanistic” theory
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Science vs. Interpretation: Example One ± Two Views of a Monster.com Ad A Social Scientific view Explain why this ad and similar ads might be successful Test the theory, how? An interpretative view Interpret the meaning of this ad A redemption myth Other?
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Science vs. Interpretation: Example Two ± Scientific approach Variables: Relationship among variables: ± Interpretive approach Social meaning of the ad: Other
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CMN101Sm09_Theory_Research_I - Theory-I CMN 101...

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