17352 01ppt
- 1. Introducing Communication Research 2e © 2014 SAGE Publications Chapter One Getting Started: Possibilities and Decisions
- 2. Key Concepts Research – • A systematic process of asking and answering questions about human communication. Introducing Communication Research 2e © 2014 SAGE Publications
- 3. Key Concepts • Researchers specialize by – ▫ interest area ▫ research method(s). • Research methods reflect researchers’ – ▫ interest areas ▫ assumptions about the nature of human communication. Introducing Communication Research 2e © 2014 SAGE Publications
- 4. What is Research? Research is a systematic process of - posing questions answering questions demonstrating that the answers are valid sharing your research results. Introducing Communication Research 2e © 2014 SAGE Publications
- 5. What Do Communication Researchers Study? Typically, one aspect of communication, such as - mass media or social media organizational or group interpersonal rhetoric and persuasion communication technology Introducing Communication Research 2e © 2014 SAGE Publications
- 6. Questionable Assumptions • Our observations say something about unobservable concepts. • We can make generalizations about human behavior. • There is an ideal level of engagement with research participants. • There one best standpoint from which to study human communication. Introducing Communication Research 2e © 2014 SAGE Publications
- 7. Some Major Research Decisions • Researcher dispassionate or involved? • Sample large or small? • Data qualitative or quantitative? • Reporting objective or subjective? Introducing Communication Research 2e © 2014 SAGE Publications
- 8. Major Approaches to Communication Research • Empirical Observe, measure from researcher’s perspective. • Interpretive Observe, interpret from participants’ perspectives. • Critical Ask whose interests are advanced by communication. Introducing Communication Research 2e © 2014 SAGE Publications
- 9. An Advertising Example - I • Empiricism / Quantitative Question: Did the ad work? Answer: Survey of consumer knowledge, opinions and behavior. Introducing Communication Research 2e © 2014 SAGE Publications
- 10. An Advertising Example - II • Interpretive / Qualitative Question: How do people react to the ad? Answer: Focus group / interview to probe for consumer understanding. Introducing Communication Research 2e © 2014 SAGE Publications
- 11. An Advertising Example - III • Critical Question: How does the ad promote the advertiser’s interests? Answer: Analyze appeals in the ad to understand how it promotes consumerism and the interests of the advertiser. Introducing Communication Research 2e © 2014 SAGE Publications
- 12. Chapter Summary • Research is a systematic process of – posing questions answering questions demonstrating that your results are valid. • Research specializations include – mass organizational / group interpersonal rhetoric and persuasion • Research perspectives include – empirical, interpretive and critical. Introducing Communication Research 2e © 2014 SAGE Publications
- 13. Vocabulary Review Introducing Communication Research 2e © 2014 SAGE Publications
- 14. Web Resources • Association for Education in Journalism and Mass Communication (AEJMC) - www.aejmc.org • Canadian Communication Association - www.acc-cca.ca • Human Communication Research Center - www.hcrc.ed.ac.uk • International Communication Association (ICA) - www.icahdq.org • National Communication Association (NCA) - www.natcom.org Introducing Communication Research 2e © 2014 SAGE Publications