Communication Theories Overview
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Questions and Answers

What characterizes a theory according to the content provided?

  • A single speculative idea.
  • A universally accepted concept.
  • An obvious solution to a problem.
  • A set of informed hunches. (correct)

    • Why is developing a theory considered risky?

  • Theories are easily proven correct.
  • Theories do not require evidence.
  • Theories often challenge accepted wisdom. (correct)
  • Theories always rely on established facts.

    • What is an essential quality of good theories?

  • They are based solely on personal beliefs.
  • They possess a single observation.
  • They avoid defining key terms.
  • They define their key terms clearly. (correct)

    • What is necessary before developing a theory, as suggested in the content?

    <p>Consulting relevant resources and observations.</p> Signup and view all the answers

    Why is the term 'set of hunches' important in theory construction?

    <p>It suggests multiple interconnected ideas.</p> Signup and view all the answers

    What can be inferred about the canine theorist's belief regarding opposable thumbs?

    <p>Additional research is required to explore this idea.</p> Signup and view all the answers

    What does the content suggest about isolated convictions?

    <p>They lack depth to be considered theories.</p> Signup and view all the answers

    What does the idea of floating a theory imply?

    <p>Encouraging critical analysis and discourse.</p> Signup and view all the answers

    What was the main belief of the marketing department regarding the Clydesdale ad's effectiveness?

    <p>It would generate significant interest in draft beer.</p> Signup and view all the answers

    How did viewers reportedly feel about the Clydesdale ad during the Super Bowl?

    <p>It was comparable to scoring a touchdown.</p> Signup and view all the answers

    What approach do social scientists take to analyze the effectiveness of advertisements like the Clydesdale ad?

    <p>They identify and construct theories from observations.</p> Signup and view all the answers

    According to Tony Schwartz's resonance principle, what leads to persuasion in advertisements?

    <p>Triggered memories from personal experiences.</p> Signup and view all the answers

    What type of approach did Ken Wheaton describe the Clydesdale ad as embodying?

    <p>Weepy and sentimental.</p> Signup and view all the answers

    What does the objective approach to advertising analysis seek to uncover?

    <p>Cause-and-effect relationships.</p> Signup and view all the answers

    What assumption underlies the objective approach to understanding truth?

    <p>Truth is singular and accessible through unbiased observation.</p> Signup and view all the answers

    Which of the following is NOT a focus of social scientists analyzing advertisements?

    <p>Creating emotional narratives.</p> Signup and view all the answers

    What does the metaphor of theories as nets emphasize in communication theory?

    <p>The ongoing effort to create more refined theories.</p> Signup and view all the answers

    How can the metaphor of theories as lenses influence communication analysis?

    <p>It can distort perceptions of a communication event.</p> Signup and view all the answers

    What is a potential drawback of relying too heavily on metaphors for communication theories?

    <p>They may introduce biases in analysis.</p> Signup and view all the answers

    What does the quest for finer-meshed nets in communication theory suggest?

    <p>The endless pursuit of detail may complicate understanding.</p> Signup and view all the answers

    What does the idea that theories shape our perception imply for theorists?

    <p>They need to be aware of the biases their lenses introduce.</p> Signup and view all the answers

    According to the metaphor of theories as nets, what can be inferred about the nature of communication?

    <p>It requires various theories to capture its nuances.</p> Signup and view all the answers

    When considering theories as lenses, what aspect of communication might be overlooked?

    <p>Certain contextual features.</p> Signup and view all the answers

    What is a potential consequence of viewing theories as tightly woven nets?

    <p>They could represent an unrealistic expectation of capturing human experience.</p> Signup and view all the answers

    What is Glenn's primary goal as a behavioral scientist?

    <p>To discover universal laws of human behavior</p> Signup and view all the answers

    How does Marty's approach differ from Glenn's?

    <p>He interprets specific texts rather than testing general theories.</p> Signup and view all the answers

    What is the essence of Glenn's hypothesis testing process?

    <p>To evaluate the effectiveness of media ads through repeated studies.</p> Signup and view all the answers

    In the analogy of fashion design, what does Glenn's 'one size fits all' approach represent?

    <p>A universal theory applicable to many.</p> Signup and view all the answers

    What does Marty emphasize in his scholarship?

    <p>Understanding the detailed contexts of communications.</p> Signup and view all the answers

    What is Glenn's initial step when forming a hypothesis?

    <p>To start with a general idea about the world.</p> Signup and view all the answers

    Which of the following statements best describes the role of theory in Marty's work?

    <p>Theory is applied to make sense of unique contexts.</p> Signup and view all the answers

    What can Glenn never absolutely achieve through his testing?

    <p>Complete certainty in his predictions.</p> Signup and view all the answers

    What is one main reason for the tension between objective and interpretive communication scholars?

    <p>Divergent assumptions guiding their thinking</p> Signup and view all the answers

    How can the partisan bickering in politics be compared to conflicts in communication scholarship?

    <p>Both face difficulties in compromising despite shared data</p> Signup and view all the answers

    What mistake might first-time readers of communication theory make?

    <p>Judging theories solely on their predictive power</p> Signup and view all the answers

    What can hinder friendly attitudes between empiricists and interpreters?

    <p>Insistence on applying their own standards of judgment</p> Signup and view all the answers

    What aspect of communication theory is highlighted as a source of misunderstanding between different scholars?

    <p>Variations in research methods</p> Signup and view all the answers

    What is a significant challenge faced by Democrats and Republicans despite accessing the same data?

    <p>Divergent conclusions based on the same information</p> Signup and view all the answers

    Which of the following does NOT characterize the difference between objective and interpretive communication scholars?

    <p>Interpretation of nonverbal cues</p> Signup and view all the answers

    Why might some theories presented in communication studies be rejected by individuals trained in the scientific method?

    <p>They consider subjective experiences</p> 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.

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    Communication Theory 101 PDF

    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.

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