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44 Cards in this Set
- Front
- Back
Theorist grounded in behavioral science approach communication how?
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Objectively
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Theorist grounded in the humanities approach communication through
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interperting text
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Earnest Bormann said Theory encompasses all....
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Careful, systematic, and self-conscious discussion and analyses of communication phenomena
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The objective approach and the interpretative approach differ in..
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starting point, method, and conclusion
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Scholars who do objective study are ...
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scientists
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Scholars who do interpretive study are concerned with..
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meaning
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Epistemology
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is the study of nature of knowledge
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Scientist assume that truth is
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singular
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Scientists have 3 topics at which they base there belief what are the 3 main points?
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1. reality is accessible through our senses.
2.Collectively, scientists can understand the world. 3. Good theores are mirrors of nature, true as long as conditions reamin the same. |
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Interpretive scholars also seek truth but they are more tentatve about...
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the possiblity of revealing objective reality
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Interpretive scholars have 3 topics which they bse there belief what are the 3 main pts.
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1.truth is largely subjectiveL meaning is highly interpretive
2.Multiple meaings are acceptable 3.) Successful interpretations are those that convince others. |
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Determinists
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argue that heredity and environment determine behavior
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Do scientists favor determinism for free will?
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determinism
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Determinists stress behavior shaped by..
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forces beyond our control or individual awareness
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Free will
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proponents maintain that human behavior is voluntary
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as free choice increases...
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predictability of behavior decreases
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Social scientists who value objectivity say that personal values...
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should not distor human reality.
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Interpretive scholars who seek to expand the range of free choice bring...
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values to bear upon texts.
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Scientists seek ______ and humanists strive for_______
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prediction;interpretation
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Do scientists favor quantifiable or qualitative?
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wuantifiable experiments and surveys
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Through experiments scientists seek to establish a...
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cause and effect relationship by manipulating an independent variable in a tightly controlled situation in order to determine its effect on a dependent variable and then measure the results
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Surveys relay on self-report data to ...
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discover who people are and what they think, feel, and intend to do
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Why do they still use survey data?
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survey's are more real life but its harder to support cause and effect.
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Do interpretivist prefer quantitative or qualitative?
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qualitative in order to analize and ethnography
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What are textual analyses used for?
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To describe and interpret messages
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increasingly text analyses ....
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expose and publicly resist dominant social ideologies
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Through ethnography,...
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participant-observers experienc ea cultures web of meaning
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Ernest Bormann
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theorist who gave the broad defination of communication.and theory of symbolic convergence
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Tony Schwartz
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Good at advertising developed the resonance principle of communication
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Resonance Principle of Communication
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advertising most effective when striking a responsive chord in members of the audience revoking stored experiences
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Stanley Deetz
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Comm. scholar who believes every comm theory has two priorities 1. effectivness 2. Participation
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Communication Theory
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An umbrella for all careful, systematic, and self-conscious discussion and analysis of communication phenomena
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Behavioral/ Social Scientists
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assume truth is singular and accessible through the senses, who assumes behavior has identifiable causes, who values objectivity and universal laws
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Interpretive scholars
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concerned with the web of meaning that constitutes human exstece. assumes multiple meanigs are accessible and meaning is connectd to the knowers values, human behavor is voluntary
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Interpretive scholarship
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the work of assigning meaning or value to communicative texts
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Epistemology
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the study of the origin, nature, method, and limits of knowledge
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Determinism
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the assumption that behavior is caused by heredity and environment
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Free Will
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the assumption that behavior is predominatly voluntary
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Experiment
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a research method that manipulates an independt variabe in a tightly controlled situation in order to judge its effect on a dpendent . establish cause and effect
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Independent variable
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a factor that is altered during a scientfic experiment to discover its effect on dependent variables
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Dependent Variable
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measured outcome that presumably is influenced or changed by the independent variable
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Survey Research
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research method that emplys questionnaires and face to face interviews to collect self report data demonstrating what people think feel and inted to do
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Textual Analysis
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a research method that describes and interprets the characteristics of any text
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Ethnography
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a method of participant observation designed to help a researcher experience a clurtures complex web of meaning.
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