cmn 277: methods of mass communication

state 4 methods

1. method of (t)radition

2. method of (i)ntuition

3. method of (a)uthority

4. method of (s)cience

define method of tradition

accepts something as true because it’s been historically accepted as true

define method of intuition

accepts something as true because it seems “self-evident” or “just makes sense”

define method of authority

accepts something as true because a trusted source makes the claim

define method of science

accepts something as true based on systematic procedures

state errors in human inquiry

1. inaccurate observation

2. overgeneralization

3. selective observation

4. ex post facto hypothesizing

5. ego involvement in understanding

6. premature closure of inquiry

7. mystification

define inaccurate observation

casual, imprecise observations leading to erroneous conclusions

define overgeneralization

broad conclusions from limited observations

define selective observation

seeing only evidence that supports our hypothesis while ignoring contradictory data

define ex post facto hypothesizing

creating explanations after observing results rather than testing predetermined hypotheses

e.g. “we knew all along that fear appeals wouldn’t work” (but only after seeing the data)

define ego involvement in understanding

research goals influence researcher behavior & interpretation

define premature closure of inquiry

declaring there is nothing more to learn about a topic

define mystification

belief that certain phenomena are inherently unknowable

state parts of the scientific method

1. empirical

2. systematic

3. logical

4. objective

5. public

describe content analysis in quantitative research

systematic examination of communication content to identify patterns & themes

describe survey research in quantitative research

collection of self-reported data from respondents to understand behaviors and relationships between variables

describe experimental studies in quantitative research

controlled manipulation of variables to establish casual relationships

define empirical in the scientific method

based on systemic observation & measurement rather than theory alone

define logical in the scientific method

employing both deductive reason (hypothesis → data) and inductive reasoning (data → conclusions)

define objective in the scientific method

aims to minimize personal bias & preconceptions via research procedures

define systematic in the scientific method

following a planned, organized approach rather than a haphazard investigation