Approaches to Studying Human Communication: Science vs. Humanism

Overview of Worldview One and Worldview Two in Communication

• Foundational Concepts: Academic approaches to studying human communication are categorized into two primary paradigms: Worldview One and Worldview Two.
• The "Why did $x$ Occur?" Illustration: The difference between these perspectives can be understood by asking why a specific event ($x$) happened, such as a lecturer dropping a paper clip on the floor.     - Worldview One (Science): A scientist explains the event by analyzing physical parameters. This includes the weight of the paper clip, the composition of the floor materials, the bounce metrics, the distance of movement, and the rate at which objects fall ($9.8\,m/s^2$). These factors are plugged into calculations to determine the exact final position.     - Worldview Two (Humanities/History): A humanist explains the event through human intent. The explanation is that the lecturer chose to drop the clip to illustrate a pedagogical point. The action was deliberate and motivated by personal purpose.
• Coexistence of Truth: Both answers are correct but provide fundamentally different types of information. Neither is inherently superior; they simply serve different investigative goals.
• The Unique Position of Communication Studies: Unlike most academic disciplines that lean heavily toward one worldview, Communication is unique because it is studied using both social-scientific and humanistic approaches.     - Practitioners of each often disagree on the best methodology or philosophy for inquiry.

The Scientific Perspective (Worldview One)

• Definition of Science: An approach that places a heavy emphasis on careful observation to produce systematic knowledge. This applies universally to all sciences, including communication science and social science.
• The Scientific Method: A rigorous, multi-step process that can take weeks, months, or years to complete.     - Step 1: Ask a Question: Identifying a specific phenomenon to investigation.     - Step 2: Background Research: Determining what has been established in the field previously to ensure the new study builds on existing knowledge.     - Step 3: Construct a Hypothesis: Formulating a prediction of outcomes based on available research.     - Step 4: Collect Data: Social scientists typically prioritize quantitative data (numerical data) gathered through surveys and controlled experiments.     - Step 5: Analyze Data and Draw Conclusions: Using statistical or mathematical reasoning to interpret the collected numbers.     - Step 6: Communicate Results: Sharing findings so the global community can benefit from the knowledge.
• Core Objective: Scientists pursue objectivity, focusing on the phenomenon itself rather than human reactions to it.

The Humanistic Perspective (Worldview Two)

• Definition of Humanism: A way of thinking that emphasizes individual human experience as the primary basis for knowledge and morality.
• The Measure of Things: Derived from the philosopher Protagoras, who stated that "human is the measure of all things." In this view, how people respond to an object or message is more important than the object itself.
• Core Objective: Humanists pursue subjectivity. They are interested in human interpretation and the unique reactions individuals have to phenomena.

Philosophical Orientations Toward Theory

• Definition of Theory: In an academic context, theories are simply "explanations."
• Philosophical Orientation: This refers to the underlying assumptions scholars make about the state of the world, the nature of people, and their own role as researchers. Scientists and humanists typically hold opposing views on five key questions:
• 1. Ways of Knowing (Epistemology):     - Science: Reality is distinct and exists outside of human beings. Truth is waiting to be "discovered." The human perspective is irrelevant to the objective truth of a fact.     - Humanism: Knowledge is created by humans for social and personal use. Reality arises out of interpretations; what people think about a phenomenon determines its truth.
• 2. Human Nature (Determinism vs. Agency):     - Science: Views humans as "nonactional." Behavior is determined by past conditions, stimuli, environment, and DNA. Actions are seen as programmed responses with limited choice.     - Humanism: Views humans as "actional." This emphasizes human agency, the ability to make choices, and the existence of free will.
• 3. Purpose of Theory:     - Science: Aims to identify "universal laws" that explain and predict behavior in general. Prediction is a primary goal, as scientists believe the future can be forecasted with enough data.     - Humanism: Aims for specific interpretations of events. Humanists are not interested in general laws or predicting the future; they seek multiple, deep explanations for specific instances.
• 4. Research Methods:     - Scientific Methods (Quantitative): Uses experiments where all participants undergo identical procedures to generate numbers. Uses surveys to obtain objective, accurate descriptions of reality.     - Humanistic Methods (Qualitative): Focuses on verbal descriptions and deep analysis.         - Ethnography/Field Research: Observing people in their natural habitats.         - Focus Groups: Allowing people to discuss topics in their own words.         - Textual Analysis: A close inspection of the interpretive process within a specific situation. A "text" can be a message, a speech, or even an individual's outfit.
• 5. Role of the Scholar:     - Science: Scholarship is "value-neutral." Researchers must set aside their personal biases and viewpoints to maintain objective observations. Different scientists should reach the same conclusion if using the same data.     - Humanism: Scholarship is "value-conscious." Humanists believe researchers cannot and should not separate their personal values and identity from their work. Individualism is encouraged, meaning different humanists may reach different conclusions while studying the same object.

Standards for Evaluating Scientific Theory

• Predict Future Events: A good theory must accurately predict the effects of messages or behaviors.
• Explanation of Data: It must account for why results happened, leaving no room for randomness or guesswork.
• Relative Simplicity (Criterion of Parsimony): Scientists prefer the simplest explanation possible. One should explain a large amount of data with the fewest possible parts or words.
• Testable Hypotheses: The theory must be structured such that it can be proven wrong through experiments or data collection.
• Practical Utility: Theories should be applicable to daily life, helping people understand or use messages more effectively to improve the world.
• Quantitative Research: The research must rely on quantities and mathematical comparisons.

Standards for Evaluating Humanistic Theory

• Clarification of Values: Unlike scientists, humanists must explicitly state their values and biases to help readers interpret their findings.
• New Understanding of People: The theory should offer fresh, specific insights into the human condition that were previously unrecognized.
• Aesthetic Appeal (Criterion of Beauty): This is a judgment of the quality of the idea. Just as art is judged by its beauty, a humanistic theory is evaluated by how well-crafted and "beautiful" the explanation is.
• Community of Agreement: Because humanists believe in human interpretation, a theory's validity is often determined by whether the community of scholars in that field embraces and supports it.
• Reform of Society: Humanism aims to remake or improve society. It is motivated by a desire to improve outcomes for humans through better mutual understanding.
• Qualitative Research: The research relies on "quality" and verbal descriptions rather than numerical data sets.