COMM THEORY: On Its Scientific Nature John A. Cagle, Ph.D. Communication California State...
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Transcript of COMM THEORY: On Its Scientific Nature John A. Cagle, Ph.D. Communication California State...
COMM THEORY:On Its Scientific Nature
John A. Cagle, Ph.D.Communication
California State University, Fresno
ISOMORPHISM
There exists a dynamic isomorphism among reality, phenomena, theory, research design, instrumentation, statistical analysis, and computer technology.
More elements are involved, but these illumine the character of science as we move into the 21st Century.
Isomophism is the identity in form and substance between all of these “constructions of reality.”
Isomophism is the identity in form and substance between all of these “constructions of reality.”
SCIENTIFIC INQUIRY
Two Imperatives of Science• Verifiability
• Corrigibility
Philosophical Approaches• Rules
• Systems
• Laws
Ideal Process in Science
Verifiability & Corrigibility
Making Observations in Science Is Called Measurement
Measurement is the assignment of numerals to objects or events according to rules. – S. S. Stevens
Alienation
Powerlessness Meaninglessness Normlessness IsolationSelf-
Estrangement
ConceptualLevel
ConceptualComponents
OperationalDefinitions
ConceptualDefinitions
ObservationalLevel
Expectancythat behavior
cannotdetermineoutcomes
Anticipationof rewards
that lieoutside theactivity itself
Assignmentof low
reward valuesto goals
Expectancythat
unapprovedbehaviors are
required
Perceivedinability to
comprehenddecisions
A set ofquestionnaire
items
A set ofquestionnaire
items
A set ofquestionnaire
items
A set ofquestionnaire
items
A set ofquestionnaire
items
Responses toquestionnaire
Responses toquestionnaire
Responses toquestionnaire
Responses toquestionnaire
Responses toquestionnaire
Th
eo
ry L
ev
el
Re
se
arc
h
Le
ve
l
NOIR: Kinds of Observation
Nominal: something is observed and given a name (e.g., hostile, leader, task)
Ordinal: things in the nominal category are given a relationship to one another (e.g., tall-short, better-worse, etc.)
Interval: numbers to label things with a relationship have precise distance between them (e.g., 8 is twice as much as 4)
Ratio: there is a zero point in observation (e.g., speech preparation, number of words)
7 38
Primary Scales of Measurement
ScaleNominal Numbers
Assigned to Runners
Ordinal Rank Orderof Winners
Interval PerformanceRating on a
0 to 10 Scale
Ratio Time to
Seconds
Thirdplace
Secondplace
Firstplace
Finish
Finish
8.2 9.1 9.6
15.2 14.1 13.4
Abraham Kaplan
Kaplan’s “styles of thinking” from The Conduct of Inquiry
Theories Reflect Kaplan's Levels of Thinking
LiteraryAcademicEristicSymbolic
• Postulational• Formal
Analytic is the logical character of scientific statements
Synthetic is the empirical character of scientific statements
Incr
easi
ng A
naly
tic
Rig
or
Increasing Synthetic Rigor
Literary theories
Academic theories
Eristic theories
PostulationalEmpirical loadings
Formal Math—No empirical loadings
Kaplan’s Styles of Thinking
Incr
easi
ng A
naly
tic
Rig
or
Increasing Synthetic Rigor
Literary theories
Academic theories
Eristic theories
PostulationalEmpirical loadings
Formal Math—No empirical loadings
Kaplan’s Styles of Thinking
Investigation
Select a phenomenon and list all its components & their characteristics.
Observe/measure all of these characteristics in a variety of situations.
Analyze the observations to determine if there are any patterns worthy of further attention.
If patterns have been found in the observations, state these patterns as theoretical statements.
Confirming Research
Develop a theory. Select a statement generated by the theory
(hypothesis) for comparison with observation (empirical research).
Conduct research to “test” the chosen statement by observations using an experimental design.• If the statement derived from the theory does not
correspond with observational results, make appropriate changes in the theory or in the research design and continue with the research.
• If the statement from the theory corresponds with the results of the research, select additional statements for testing and/or apply theory in world with some confidence.
Criteria to Evaluate Theories
Theoretical scopeTestabilityParsimonyUtilityHeuristic valueValidity
CRITERIA Necessary Desirable
Logically consistentConsistent with
accepted factsTestable
SimpleParsimoniousConsistent with
related theories Interpretable: explain
and predictUsefulPleasing to the mind
Testing Theories
Hypotheses and Research Questions Quantitative Research Qualitative Research Critical Scholarship
Scientific Humanistic
Epistemology Discover the truth Create meaning
Human Nature Determinism Free will
Value Priority Objectivity Emancipation
Purpose of Theory Give universal laws Give rules for interpretation
Research Methods Experiment and Survey Textual analysis and ethnography
Standards for Evaluation
Explanation of dataPrediction of futureRelative simplicityTestable hypothesesPractical utility
Understanding of peopleClarification of valuesAesthetic appealCommunity of agreementReform society
Ron Wright, University of Arizona