This chapter continues our exploration of theory and research in communication, focusing on the development and testing of theories, the differences between objective and interpretive approaches, and the role of theory-driven research.

Methodology Broadly: Social Scientific and Interpretive Approaches

Communication theory plays a vital role in understanding human interaction. Theories offer frameworks for organizing knowledge, generating hypotheses, and guiding research. By grasping the interplay between theory and research, and recognizing the different ways to visualize theories, we can appreciate their crucial role in advancing our understanding of communication.

Why is Communication Theory Important?

Communication theory addresses fundamental questions about what exists/is real (ontology) and what counts as truth/knowledge (epistemology). Theories can be broad, encompassing a wide range of communication phenomena, or narrow, focusing on specific contexts or concepts.

The relationship between theory and research in communication is dynamic, with theories guiding research methods and research, in turn, refining theories.

Two Approaches to Communication Theory

There are two primary approaches to communication theory: objective (social scientific-deductive) and interpretive (inductive). These approaches differ in their methods, goals, and underlying assumptions.

The relationship between theory and research differs depending on the approach taken:

• Objective-social scientific-deductive: This approach emphasizes using research to test and refine theories. The goal is to develop theories to predict future events and provide practical applications.
• Subjective-interpretive-inductive: This approach uses research to develop new theories or to gain a deeper understanding of a particular phenomenon within a specific context. The focus is on generating insights and understanding, rather than prediction or control.

Objective-Social Scientific-Deductive:

• Prediction of Future Events: Objective theories aim to predict future communication behaviors based on established patterns.
• Explanation of the Data: These theories seek to explain communication phenomena through empirical data.
• Relative Simplicity: Objective theories strive for simplicity and clarity.
• Hypotheses That Can Be Tested: They emphasize testable hypotheses.
• Practical Utility: Theories are evaluated based on their practical applications.
• Quantitative Research: Objective theories often rely on quantitative methods.
  

  Interpretive-Inductive:

• Clarification of Values: Interpretive theories focus on understanding and clarifying values.
• New Understandings of People: They aim to provide deeper insights into human behavior.
• Aesthetic Appeal: These theories value the aesthetic quality of explanations.
• Community of Agreement: They seek consensus within the scholarly community.
• Change: Interpretive theories often aim to bring about social change.
• Qualitative Research: They typically use qualitative methods.

Theory Development

Theory development involves the creation and refinement of theories through systematic research. This process can follow either deductive or inductive logic:

1. Objective-Social Scientific-Deductive:

• Scholars begin with a question and collect data to affirm, modify, or refute their initial ideas.
• Theories evolve over time as research informs scholars’ thinking.
• Research is used to create and refine theories, aiming to develop general rules or predictions.

1. Interpretive-Inductive:

• Theories are grounded in specific communication contexts.
• Research aims to develop insights and understanding within particular situations.
• This approach is exemplified by grounded theory, where theories emerge from the data collected.

Theory Testing

Theory testing involves evaluating theories against real-world observations. This process can focus on testing specific aspects of a theory or the theory as a whole:

• Theory Development vs. Theory Testing: While theory development focuses on improving internal validity, theory testing is concerned with the explanatory value and external validity of the theory.
• Outcomes of Theory Testing: Successful theories explain and predict phenomena accurately. If observations do not align with the theory, it may need adjustment or be discarded.

Conclusion

Understanding the development, testing, and application of communication theories is crucial for advancing knowledge in the field. By exploring different approaches to theory and research, scholars can gain deeper insights into communication phenomena and contribute to the ongoing refinement of theoretical frameworks.

Griffin, E. (2015). A First Look at Communication Theory. McGraw-Hill Education. :

Bryant, J., & Miron, D. (2004). Theory and research in mass communication. Journal of Communication, 54(4), 662-704.

Littlejohn, S. W., & Foss, K. A. (2011). Theories of Human Communication. Waveland Press. : Creswell, J. W. (2014).

Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. SAGE Publications.

Glaser, B. G., & Strauss, A. L. (1967). The Discovery of Grounded Theory: Strategies for Qualitative Research. Aldine Publishing. :

Kerlinger, F. N., & Lee, H. B. (2000). Foundations of Behavioral Research. Harcourt College Publishers.

Patton, M. Q. (2002). Qualitative Research and Evaluation Methods. SAGE Publications.