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Chapter 3

Conceptualizati
ons in
Communication
Research
(Reinard)

PREPARED BY: ABD RAUF HJ RIDZUAN


FACULTY OF COMMUNICATION AND MEDIA
STUDIES, UiTM, MELAKA

Theories
Play a central role in scholarship
and give us ways to organize
bodies of knowledge.
A purpose of research is to develop
theoretic explanations for things.
Using concepts requires defining
them so that they can be studied.

Developing Theoretic
Conceptualizations in
Communication
Research attempts
to find relationships
and explain them.
Theories are used to
help us understand
these relationships.
Formal and Informal
theories are sources
of research
hypotheses.
A major goal of
research is to
develop theory and
explanations.

Is Communication a
Science?
Science as a way of testing statements by
systematic application of the scientific methods.
Science also is defined as the use of the scientific
method to gather information.
If communication scholar relies on nonresearch
methods of knowing about communication
tenacity, authority, a priori belief, or trial and
error then the scholar is not doing science.
If communication scholars rely on the method of
aesthetics or art to explore communication, then
the inquiries would not be defined as science.
On the other hand, if the scholar uses the
research methods to know things about
communication, then communication is a science.

All communication
research states
problems, sets criteria
for permissible
interpretation, and
makes careful
observations of
communication
transaction.
Thus, using research
methods in
communication makes
communication a
scientific study area.
The study of
communication is a
science if one chooses
to use the scientific

Definition of a Theory
A theory is a body of
interrelated principles
that explain or
predict. It is a logical
system that organizes
and explains the facts.
Theories help answer
research questions.

Components of Theory
An abstract calculus
-

Is simply the logical structure of relationship. It states


that as one event occurs another event also should
occur. Eg: If a speakers physical attractiveness
increases, then the speakers persuasiveness will
increase.

Theoretic constructs
-

Are generalizations about observables according to


some common property. Eg: Self esteem is a
construct. Although nobody has ever seen your self
esteem.
These terms are used to describe a collection of
variables that have been found. Eg: Though nobody
has seen your self esteem, there are behaviors
variables that people have seen about you.
Construct are summary descriptions about collections
of specific variables.

Rules of correspondence
-

Show how well the theorys constructs and abstract


calculus can be applied to actual experience.
Something looks good in theory and in practice.

Requirement of Theory
The requirement of
falsification holds that any
theory must deal with
statements that could be
falsified by data and
information if the theories
were untrue.
-

Eg: Some students say that they


hope to prove a theory is true. In
reality, they are attempting to
falsify alternative theories.

The requirement of
tentativeness demands
that scholars recognize
that a theorys answers are
provisional.
-

Theories can only describe part of


the reality that exists. Other
theories may emerge at a later
time that provide improved
explanations. Some relationships
are redefined by new theories.

Functions of Theory
Description

- Is the lowest level of theorizing in which behavior is


characterized into different forms. Eg: Research to identify
methods that people used to influence others. Some
researchers might say patterns of conversations and some
might say interpersonal conflicts and etc.

Explanation

- Involves taking an event and treating it as an instance of


a larger system of things. Usually we explain things that
have occurred. Eg: The Uses and Gratifications theory has
been used to explain the reasons people use the internet
as a mass media source.

Prediction

- Describes what can be expected in the future. Is a useful


way to explain things. Eg: High level of uncertainty cause
increases in information seeking behavior.

Control

- Is the power to direct things. Some theories provide


information to influence our own personal environment.
Eg: Agenda Setting theory (1MDB / Rohingya refugees).

Applications of Theory
Inductive approach
- The first method involves
gathering information and
then developing theoretic
explanations.
- Researchers doing
exploratory work often
employ this approach
(grounded theory)
Deductive approach
- Develop theoretic thinking
and then gather data to
test it.
- Most researcher use this
approach.

Developing Definitions for Concepts

Theories provide relationships among


concepts. Thus, early in the research process
terms must be defined to identify variables
clearly.
Eg: One view defined credibility as image of
source in any communication situation. On
the other hand, an alternative definition of
source credibility explained it as the attitude
toward a source of communication held at a
given time by a receiver.
In very real ways, a scholars choices of
definitions are premises for subsequent

Definitions
Using Conceptual
Definitions
-

Relies on other concepts to


describe a term.
Eg: Dictionary definitions.
Daily definitions:
Statements generally adopted
by members of society. Eg:
Culture means customs, arts
and craft of people in society.
Poetic definitions: Are
statements that involve
figurative interpretations of
objects. Eg: Culture means
the civilizing tradition that
elevates society.
Scholarly definition: Are
highly specific statements
that have technical meanings
for a group of scholars. The
definition is technical. Eg:
Culture means a way of life of

Using Operational
Definitions
-

It describes what is to be
observed by specifying
what researchers must do
to make observations.
They tell you the steps that
must be followed to make
an observation.
Eg: One might define
communication competence
as the ability to interact well
with others. Operational
definition in contrast,
identify observations by
describing the method to
make an observation such
as through competence
scale.

- The End -

Activity in Class

003

Please choose any theory


from subjects that you have
learnt (Sociology, Mass
Media, Public Relations and
etc.) and discuss it in class.

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