Research Methods in Communication Studies

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Questions and Answers

Which of the following describes the dominant paradigm's approach to research?

Prioritizes interpretative and qualitative data.

Bases findings on historical precedents and theories.

Focuses primarily on individual case studies.

Emphasizes empirical methods and social variables. (correct)

What is NOT a characteristic of the dominant paradigm?

Adoption of a positivist approach.

Attention to interpretation and meaning. (correct)

Reliance on surveys and statistical analysis.

Knowledge that is generalizable and replicable.

Which term is often used interchangeably with the dominant paradigm?

Liberal-pluralist paradigm. (correct)

Cultural Studies.

Poststructuralism.

Critical theory.

Functionalism within the dominant paradigm primarily seeks to analyze what?

The functions that maintain and reproduce a system. Signup and view all the answers

What type of research approach is least likely to be found within the dominant paradigm?

Qualitative case studies. Signup and view all the answers

Which perspective views persuasion as a direct, straightforward effect of external stimuli resulting in passive change in the subject?

Behaviorism Signup and view all the answers

What type of research did the Columbia Bureau of Applied Social Research conduct to understand mass communication's role in persuasion?

Content analysis, opinion polling, and experimental research Signup and view all the answers

In the context of communication functions, what is one primary focus of research that seeks to improve communication effectiveness?

Enhancing the effectiveness of both legitimate and dangerous communication forms Signup and view all the answers

What is a key distinguishing feature of the functionalist approach to persuasion?

It focuses on cognitive processing and active involvement. Signup and view all the answers

Which outcome does behavioral research primarily investigate in the context of communication?

Effects on human behavior resulting from communication Signup and view all the answers

Which type of effect primarily modifies our knowledge through media consumption?

Cognitive-type effects Signup and view all the answers

What is a key characteristic of short-term effects of communication?

They are easier to observe than long-term effects. Signup and view all the answers

Intentionality in media consumption refers to what aspect of audience behavior?

The selective and motivated manner of audience engagement. Signup and view all the answers

Which type of effect is likely to influence our beliefs about what is real?

Belief-type effects Signup and view all the answers

What type of media effect involves a physiological response, such as increased heart rate?

Physiological-type effects Signup and view all the answers

What does selection theory assume about communication?

It operates under conditions of peace and civilized persuasion. Signup and view all the answers

How did Katz & Lazarsfeld's study on housewives contribute to understanding two-step flow theory?

It revealed that personal relationships strengthen selective exposure. Signup and view all the answers

What is a key characteristic of opinion leaders in two-step flow theory?

Their role can be defined by increased interest and exposure to media. Signup and view all the answers

In Lazarsfeld's study 'The People’s Choice', what role do opinion leaders play in mass communication?

They serve as intermediaries between mass media and the public. Signup and view all the answers

Which of the following statements best describes the impact of personalized algorithms and filter bubbles according to selectivity theory?

They can amplify the power of propaganda to dangerous levels. Signup and view all the answers

What aspect of the mass communication process does the two-step flow theory challenge?

The belief in direct influence from media to the public. Signup and view all the answers

Which of the following conditions does NOT typically characterize opinion leadership?

Unchanging and fixed social status. Signup and view all the answers

What critique is levied against the traditional view of opinion leaders and followers?

It is overly simplistic and fails to recognize active engagement. Signup and view all the answers

What aspect does the limited effect thesis mainly emphasize regarding communication's impact?

Communication-related effects often reinforce existing beliefs. Signup and view all the answers

How does selectivity theory describe the way individuals interact with mass media?

Individuals remember information that aligns with their beliefs and ignore contrary messages. Signup and view all the answers

According to selectivity theory, what is a likely consequence of cognitive dissonance?

People may reinterpret or forget information that contradicts their beliefs. Signup and view all the answers

What is the implication of selectivity theory regarding the effectiveness of propaganda?

Propaganda can often be ineffective if it doesn't resonate with pre-existing beliefs. Signup and view all the answers

What key factor does selective exposure theory highlight about media consumption?

People show a preference for content that aligns with their prior beliefs. Signup and view all the answers

What does the term 'cognitive dissonance' refer to in the context of selective exposure theory?

The discomfort experienced when holding conflicting beliefs. Signup and view all the answers

In what way might people leverage cognitive dissonance according to the content?

By adapting their behaviors in alignment with new beliefs. Signup and view all the answers

Which factor can indicate why communication effects are often limited?

The prevalence of a powerful, existing propaganda machine. Signup and view all the answers

What was the primary focus of Carl Hovland's research during WWII?

The influence of source credibility on persuasive effects Signup and view all the answers

What does the limited effect thesis suggest about mass media communication?

It is a minor factor among many influencing social change. Signup and view all the answers

According to the content, which factor does NOT influence the impact of mass media communication?

The uniformity of the message across platforms Signup and view all the answers

Which of the following best describes the redefinition of persuasion mentioned in the content?

Persuasion is an interactive process involving active audience participation. Signup and view all the answers

What does the concept of 'administrative research' emphasize?

Addressing social problems and serving the public good. Signup and view all the answers

What did Lazarsfeld's work emphasize regarding methodological rigor in research?

Initial expectations of massive effects should be scrutinized. Signup and view all the answers

What were the earlier worries about propaganda as described in the content?

They were exaggerated; manipulation is difficult. Signup and view all the answers

Which process is described as rare in the limited effect thesis?

Converting an individual’s long-held beliefs. Signup and view all the answers

How is mass media's role characterized in the context of liberal democracy and pluralism?

It can reproduce public interests without manipulation. Signup and view all the answers

What contrasting perspectives are highlighted between 'administrative research' and the 'critical' paradigm?

Practical versus normative concerns. Signup and view all the answers

Study Notes

Communication Science Class 6

The class is taught by Prof. Dr. Thomas Jacobs
The course likely covers communication theory and recent developments.
A "Good Morning" animated GIF (Tom and Jerry) is used, possibly to create a casual tone and/or to relate to students.
The syllabus indicates dates for topics like the introduction of communication history, communication science, framing, post-structuralism, functionalism, cultural studies, etc.
The syllabus includes seminar and exam dates.
Changes to the class format to Microsoft Teams if a COVID resurgence occurs are mentioned.
Important updates are made on Moodle.
Lasswell's Formula (1948) is discussed, with questions about "WHAT," "WHO," "TO WHOM," "WHY," and "HOW."
Functionalism (media effects) is explored
The limited effect thesis and the belief in the large impact of mass media is contrasted
The dominant paradigm (functionalism) has governed communications science since the 1950s
Functionalism contrasts with behaviorism in the roles of external stimulation and processing
Columbia and Yale Universities (Lazarsfeld, Merton, Katz, Hovland) studies are mentioned
Concepts like two-step flow theory and the notion of 'opinion leaders' are introduced
A concept of agenda-setting is explored. For instance, McCombs and Shaw (1972) discovered the media's impact on public perception of issues, more than on individuals' own thoughts.
The spiral of silence theory by Noelle-Neumann (1974) is outlined, exploring how individuals' perceived social environment influences their willingness to voice minority opinions.
Potter's four dimensions for evaluating communication effects are characterized: temporality, value, intentionality, and type. It discusses cognitive, belief, attitudinal, behavioural, emotional and physiological type effects, as well as macro-type effects
Selectivity theory is covered. People actively seek out messages or information that align with their existing beliefs.
Topics on social media theory and implications are likely incorporated throughout the course.

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Description

This quiz explores the dominant paradigm in communication research, emphasizing its characteristics and approaches. Test your knowledge on functionalism, persuasion, and the research methodologies that define this field. Ideal for students and professionals in communication studies.