Introducing Communication Research 2e © 2014 SAGE Publications

Chapter OneGetting Started:Possibilities and Decisions

Key Concepts

Research –

•A systematic process of asking and answering questions about human communication.

Introducing Communication Research 2e © 2014 SAGE Publications

Key Concepts•Researchers specialize by –

▫interest area▫research method(s).

•Research methods reflect researchers’ –

▫interest areas▫assumptions about the nature of human

communication.

Introducing Communication Research 2e © 2014 SAGE Publications

What is Research?

Research is a systematic process of -

posing questions

answering questions

demonstrating that the answers are valid

sharing your research results.

Introducing Communication Research 2e © 2014 SAGE Publications

What Do Communication Researchers Study?

Typically, one aspect of communication, such as -

mass media or social media organizational or group interpersonal rhetoric and persuasion communication technology

Introducing Communication Research 2e © 2014 SAGE Publications

Questionable Assumptions•Our observations say something about

unobservable concepts.

•We can make generalizations about human behavior.

•There is an ideal level of engagement with research participants.

•There one best standpoint from which to study human communication.

Introducing Communication Research 2e © 2014 SAGE Publications

Some Major Research Decisions

•Researcher dispassionate or involved?

•Sample large or small?

•Data qualitative or quantitative?

•Reporting objective or subjective?

Introducing Communication Research 2e © 2014 SAGE Publications

Major Approaches to Communication Research

•Empirical Observe, measure from researcher’s perspective.

•Interpretive Observe, interpret from participants’ perspectives.

•Critical Ask whose interests are advanced by communication.

Introducing Communication Research 2e © 2014 SAGE Publications

An Advertising Example - I•Empiricism / Quantitative

Question: Did the ad work?

Answer: Survey of consumer knowledge, opinions and behavior.

Introducing Communication Research 2e © 2014 SAGE Publications

An Advertising Example - II

•Interpretive / Qualitative

Question: How do people react to the ad?

Answer: Focus group / interview to probe for consumer understanding.

Introducing Communication Research 2e © 2014 SAGE Publications

An Advertising Example - III

•Critical

Question: How does the ad promote the advertiser’s interests?

Answer: Analyze appeals in the ad to understand how it promotes consumerism and the interests

of the advertiser.

Introducing Communication Research 2e © 2014 SAGE Publications

Chapter Summary•Research is a systematic process of –

posing questions answering questions demonstrating that your results are valid.

• Research specializations include – mass organizational / group interpersonal rhetoric and persuasion

•Research perspectives include – empirical, interpretive and critical.

Introducing Communication Research 2e © 2014 SAGE Publications

Vocabulary Review

Introducing Communication Research 2e © 2014 SAGE Publications

Web Resources • Association for Education in Journalism and Mass Communication (AEJMC) -

www.aejmc.org • Canadian Communication Association -

www.acc-cca.ca• Human Communication Research Center -

www.hcrc.ed.ac.uk• International Communication Association (ICA) -

www.icahdq.org• National Communication Association (NCA) -

www.natcom.org

Introducing Communication Research 2e © 2014 SAGE Publications