COMM 1000 Lecture Notes - Lecture 3: Random Assignment, Content Analysis, Ethnography
28 Sep 2016
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Document Summary
Rhetoric- use language to try to persuade. Interpretivists- look at specific events in our world to understand society, how the world intermingles. Critical scholars- look at the idea of power. Collect data that are rich in detail and description. In-depth interviews, ethnography (witness things happen), participant-observation. Seeks to uncover patterns in communication behaviors via numbers. Employ advanced statistical techniques and rigid testing to support/reject hypotheses. Can work in the field or the lab. Content analysis- systematic analysis of the content of communication messages. Limited to studying what is already occurring. Ex. relationship questionnaires, attitude surveys, media habits research. Hard to generalize results from lab environment. As a question or state a problem. Think through and refine the hypothesis or research question. Design and conduct the observation, measurement, or experiment. Public- through journals, conferences- allows others to learn about the field. Heisenberg"s uncertainty principle- all measurement contains error. Reliability- stability of the measurement, produces same result.
