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Summary Methodology for Premasters
- Instelling
- Tilburg University (UVT)
Summary for Methodology for Premasters chapters 1, 2, 3, 4, 5, 6, 9, 10, 11 and 13.
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MethodologySUMMARY
READING
MATERIAL
MADE BY
EMMA VAN AKEN
,BOOK INTRODUCING COMMUNICATION RESEARC
Chapter 1: Getting Started: Possibilities and Decisions
Basic Assumptions Behind Communication Research
1: Observations Capture/Do Not Capture an Underlying Reality
One assumption is that what we choose to look at—dress or language, for example—tells us
something about an underlying reality we cannot see but assume exists. For example, “power”
is not something we can actually see. When you think about it, what we see is not power as
such but rather someone behaving in a particular way and other people responding.
2: Theories About Human Behavior Can/Cannot Be Generalized
A second assumption is that theories about human behavior can be generalized. It may be
insightful to discover that your grandfather has a LinkedIn account and that your little sister
has a Twitter account. But your research would be much more useful and rewarding if you
were able to make a general statement such as “Young people are more likely than older
people to have a Twitter account.”
3: Researchers Should/Should Not Distance Themselves From Their Research Participants
A third assumption relates to the researchers’ level of engagement with their research
participants. As researchers, we could get more involved with the students in the discussions
at the beginning of this chapter— perhaps by sitting in on the conversations or by
interviewing some of them. This brings up a fundamental decision. The more distant the
observer becomes, the more neutral or dispassionate she can be in reporting a group’s
behavior, but she will be unable to get the insights she would get if she were closer to the
group. On the other hand, moving closer to the group will provide her with insight, but she
then becomes open to influencing the group dynamics or to seeing only the group’s view of
the world and becoming biased in her reporting as a result.
4: Research Should/Should Not Be Done for a Specific Purpose
5: There Is/Is Not One Best Position From Which to Observe Human Behavior
A simple way to understand this is to consider an early telecommunications-based model of
communication (Shannon & Weaver, 1949). Given the complexities of human communication,
it is an overly simplistic model, but it does identify major components in any human
interaction as follows:
Source > the provider or initiator of content.
Message or messages > the content of communication.
Channel or medium > the vehicle for communication content; for example, social media.
Receiver(s) > the recipient(s) or consumer(s) of information.
Noise > extraneous information or distractions that can disrupt an interaction.
Context > the relationships between individuals, the situation in which the interaction.
occurs, and the cultural norms around that interaction.
PSA (public service advertisements): are targeted communications designed specifically to
promote positive attitudes and behaviors. They focus on public interest topics such as health,
education, safety, the environment, and other social causes. PSAs are typically based on, and
address, a strong, often alarming fact or statistic, such as “Every 51 minutes, someone is killed
in an alcoholrelated car accident,” or “In 2016, 3,450 people were killed in motor vehicle
crashes involving distracted drivers.”
Ad Counsil: most PSAs are produced under the auspices of the Ad Council, a body that links
nonprofit organizations with professional agencies that produce advertisements as a public
service.
2
,BOOK INTRODUCING COMMUNICATION RESEARC
Chapter 1: Getting Started: Possibilities and Decisions
A Series Of Unavoidable Decisions
1: The Field of Study > Wide or Narrow?
2: The Researcher > Dispassionate or Involved?
Action research: engages in research specifically to improve people’s lives. The action
research tradition is to be closely involved with people in order to better their lives.
3: The Approach > Objective or Subjective?
Social scientists: often bring the assumption of an external “real” world that can be
observed, understood, and agreed on to the study of human interaction. For example, they
assume that concepts such as intelligence or loyalty can be found across all people and
measured objectively with an “instrument” that will apply universally and perhaps even
predict human behavior.
Phenomenologists and ethnographers: try to understand people’s subjective worlds. They
have an interpretive perspective in that they seek to understand how humans interpret or
make sense of events in their lives. They assume that concepts such as intelligence or
loyalty are indeed just concepts and are defined subjectively by the people they are
researching, not to mention by researchers themselves.
4: The Perspective > Your Questions or Their Answers?
Ask men and women a series of specific questions that will provide an answer to the
researcher’s question. This approach may well answer the researcher’s question but
completely fail to capture how users feel about social media.
To elicit respondents’ views of the subject in their own words — typically a qualitative
process.
5: The Sample > Large or Small?
How many people do you need to talk to in order to know that you have “an accurate
picture” of a communication phenomenon?
For an accurate view of adult public opinion in the United States, you need about 1,200
randomly selected people — as long as you can live with something like plus or minus 3%
error.
One solid series of interviews with a few people can give a better grasp on a situation than
all of the thousand-people surveys that the big-sample people can conduct.
6: The Data > Quantitative or Qualitative?
Triangulation: most obvious blending is in the approach in which researchers use multiple
methods providing multiple perspectives to ensure that they have a good “fix” on a
problem.
Q Methodology: assume that it is respondents’ subjective views of the world that are of
interest but combine that research focus with quantitative, computational approaches to
recording and assessing these views.
7: The Report > Subjective or Objective?
The subjectively involved researcher believes that credibility and reporting are enhanced
by including personal experiences and reactions.
The dispassionate researcher believes credibility is maximized by objective reporting
“uncontaminated” by sentiment and value judgments (ignoring perhaps the idea that to
adopt this style of writing is in itself a value judgment)
3
, BOOK INTRODUCING COMMUNICATION RESEARC
Chapter 1: Getting Started: Possibilities and Decisions
Chapter 1 Summary
Communication research is a process of posing questions about human communication
and designing and implementing research that will answer those questions.
Communication researchers typically specialize in one aspect of communication.
Researchers may use qualitative methods, quantitative methods, or both.
Researchers have empirical, interpretive, or critical perspectives on communication.
Human communication research inescapably involves ethical decisions.
Key terms chapter 1
Action research: research engaging with groups or communities specifically to solve
problems.
Appeals: the bases of persuasion — for example, sex appeal and fear appeal in
advertising.
Q methodology: a research approach used to assess individuals’ subjective
understanding. Typically, participants rank a series of statements about a topic according
to their perceived accuracy. Quantitative analysis of these rankings typically identifies
factors that show the patterns of subjectivity within the participant group.
Social scientists: researchers who share the assumption that the methods of science can
be applied to researching and understanding human behavior.
Triangulation: the use of two or more research methods to address the same research
question. If results from different methods agree, researchers can have greater confidence
in their findings.
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