Podcast Beta
Questions and Answers
What characterizes a theory according to the content provided?
Why is developing a theory considered risky?
What is an essential quality of good theories?
What is necessary before developing a theory, as suggested in the content?
Signup and view all the answers
Why is the term 'set of hunches' important in theory construction?
Signup and view all the answers
What can be inferred about the canine theorist's belief regarding opposable thumbs?
Signup and view all the answers
What does the content suggest about isolated convictions?
Signup and view all the answers
What does the idea of floating a theory imply?
Signup and view all the answers
What was the main belief of the marketing department regarding the Clydesdale ad's effectiveness?
Signup and view all the answers
How did viewers reportedly feel about the Clydesdale ad during the Super Bowl?
Signup and view all the answers
What approach do social scientists take to analyze the effectiveness of advertisements like the Clydesdale ad?
Signup and view all the answers
According to Tony Schwartz's resonance principle, what leads to persuasion in advertisements?
Signup and view all the answers
What type of approach did Ken Wheaton describe the Clydesdale ad as embodying?
Signup and view all the answers
What does the objective approach to advertising analysis seek to uncover?
Signup and view all the answers
What assumption underlies the objective approach to understanding truth?
Signup and view all the answers
Which of the following is NOT a focus of social scientists analyzing advertisements?
Signup and view all the answers
What does the metaphor of theories as nets emphasize in communication theory?
Signup and view all the answers
How can the metaphor of theories as lenses influence communication analysis?
Signup and view all the answers
What is a potential drawback of relying too heavily on metaphors for communication theories?
Signup and view all the answers
What does the quest for finer-meshed nets in communication theory suggest?
Signup and view all the answers
What does the idea that theories shape our perception imply for theorists?
Signup and view all the answers
According to the metaphor of theories as nets, what can be inferred about the nature of communication?
Signup and view all the answers
When considering theories as lenses, what aspect of communication might be overlooked?
Signup and view all the answers
What is a potential consequence of viewing theories as tightly woven nets?
Signup and view all the answers
What is Glenn's primary goal as a behavioral scientist?
Signup and view all the answers
How does Marty's approach differ from Glenn's?
Signup and view all the answers
What is the essence of Glenn's hypothesis testing process?
Signup and view all the answers
In the analogy of fashion design, what does Glenn's 'one size fits all' approach represent?
Signup and view all the answers
What does Marty emphasize in his scholarship?
Signup and view all the answers
What is Glenn's initial step when forming a hypothesis?
Signup and view all the answers
Which of the following statements best describes the role of theory in Marty's work?
Signup and view all the answers
What can Glenn never absolutely achieve through his testing?
Signup and view all the answers
What is one main reason for the tension between objective and interpretive communication scholars?
Signup and view all the answers
How can the partisan bickering in politics be compared to conflicts in communication scholarship?
Signup and view all the answers
What mistake might first-time readers of communication theory make?
Signup and view all the answers
What can hinder friendly attitudes between empiricists and interpreters?
Signup and view all the answers
What aspect of communication theory is highlighted as a source of misunderstanding between different scholars?
Signup and view all the answers
What is a significant challenge faced by Democrats and Republicans despite accessing the same data?
Signup and view all the answers
Which of the following does NOT characterize the difference between objective and interpretive communication scholars?
Signup and view all the answers
Why might some theories presented in communication studies be rejected by individuals trained in the scientific method?
Signup and view all the answers
Study Notes
Theory and Hunches
- A theory is a set of informed hunches about how things work.
- To be a theory, an idea needs to go beyond a single hunch.
- Theories should define key terms and have a scope.
Theories as Nets
- Theories are like nets cast to catch the world.
- This metaphor highlights the work of theorists, who are constantly seeking to refine their theories.
- There can be grand theories, like a large net catching everything, or smaller, more specific theories that focus on certain aspects of communication.
Theories as Lenses
- Theories are like lenses in that they shape our perception of communication by focusing on specific features while obscuring others.
- The lens metaphor highlights that different theories can lead to different interpretations of the same communication event.
Objective Approach
- The assumption that there's one true reality and we can access it through unbiased observations.
- Objective researchers are committed to uncovering cause-and-effect relationships.
Glenn's Objective Approach to the Clydesdale Ad
- Tony Schwartz’s resonance principle of communication is a promising theoretical idea.
- This principle explains that successful persuasive messages trigger memories that resonate with viewers' emotions.
- This approach aims to explain and predict human behavior.
Interpretive Approach
- Interpretive scholars explore the web of meaning that constitutes human existence.
- They view communication as a process of creating meaning.
- They focus on how individuals interpret and create meaning in communication.
Marty's Interpretive Approach to the Clydesdale Ad
- He analyzes the specific communication text within its context.
- This approach focuses on making sense of unique communication events and understanding the specific meaning created in a particular context.
Weighing the Words
- The objective and interpretive approaches to theory often struggle to understand and value each other's work.
- This tension is similar to the divide between Democrats and Republicans in politics, where different philosophies can lead to different interpretations of the same data.
- The tension arises from differences in how each approach defines knowledge, human nature, values, goals of theory building, and research methods.
Studying That Suits You
Use AI to generate personalized quizzes and flashcards to suit your learning preferences.
Related Documents
Description
Explore the foundational concepts of communication theories including their definitions, the metaphor of theories as nets and lenses, and the importance of an objective approach in research. This quiz will test your understanding of these key elements and their implications for communication studies.