Communication & Interpersonal Relations: Surveys, Content Analysis & Qualitative Research , Study notes of Communication

Download Communication & Interpersonal Relations: Surveys, Content Analysis & Qualitative Research and more Study notes Communication in PDF only on Docsity! Quantitative Research Begins with a deductitive approach - begins with a theory Hypothesis Testing of the hypothesis *Key is measurment Relationships between variables (causal, correlational, temporal) Removes bias by reducing things to numbers. Types of Social Scientific Quantitative Research Experiments (shows how two events are causally related) Surveys (Report of attitude, emotion, belief, intention, behavior) Content Analysis (Understanding the content of something) Statistical Significance .05 or 95% Theory General explanation about a reltionship between 2 concepts Conceptual How I conceptualize something (What I define it as) Operational How I measure something Control & Manipulation We control some variables while manipulating others Independent Variable Concept we're manipulating (cause) Dependent Variable Concept we're measuring (effect) Confounding Variable One we cannot control for or did not control for All Research Must have (2 things) Validity (method of measurment are sound) Reliability (Results are reliable and could be replicated) Qualitative Research Data Includes: Quotes, Texts, People's words, discourse) Conducted through in depth interviews, focus groups, conversation & discourse analysis, textual analysis, ethnography/authoethnography Ethnography interaction in naturally occuring settings Humanistic Inquiry in Communication Goal: Find out wht it means to people Any examinable communication is considered a text Key: Help understand meaning tht people hae for communication and/or events Doesn't generalize but recovers difference between individuals We DON'T hypothesize / pre-theorize but let the theory emerge from data gathered Purpose of Qualitative Research Explain structure/process of a single situation/text/culture/organization/view point to provide a framework (category) to understand a structure or process of a single person Uncertainty Reduction Theory Explains how we're motivated to reduce uncertainty in an initial personal interaction 2 types: Cognitive and Behavioral Assumptions of Uncertainty Reduction Theory Uncertainty in interpersonal settings Uncertainty = aversive state-> cognitive stress Interpersonal comm is a developmental process occuring through stages, primary means of uncertainty reduction Its possible to predict behaior in a law-like fashion Information quantity and nature change over time Phases of Interpersonal Comm 1: Entry (guided by standard rules and norms) 2: Personal (communcation is more spontaneous) 3: Exit (Do you wish to continue interacting in the future?) 7 Axioms of Uncertainty Reduction 1) Verbal Comm inc level of uncertainty dec 2) Nonverbal Comm inc uncertainty dec 3) Uncertainty levels decline, information seeking behavior decreases 4) High uncertainty causes dec. in intimacy. Low uncertainty causes high levels of intimacy 5) High uncertainty prod. high rate of reciprocity. Low uncertainty prod. low levels of reciprocity 6) Similarities reduce uncertainty whereas dissimilarities increase uncertainty 7)Inc. in uncertainty prod. dec. in liking, uncertainty dec prod inc in liking 5 Assumptions of Social Exchange Theory We are rational & calculate costs/ rewards of relationships We seek the relationship that gives us greater rewards for fewer costs Satisfaction with reltionships is based on comparison Stability is based on comparisons Equity is greater than inequity (over time) Comparison Levels Standard of what we expect CLalt (Comparison level of alternatives)- you don't even notice alternatives if your relationship is stable. Social Penetration Theory Relationships grow on a basis of self-disclosure The more we self-disclose, the more our relationship grows Layers of Our Personalities Outside: Superficial Middle- Political views/ social attitudes Interior- Deep beliefs/ values Inner Core- Self concept Self Disclosure is measured by... Depth (degree of intimacy of disclosure) Breadth (variety of tops discussed) Assumptions of Social Penetration -subjective norm (social pressure to perform behavior); based on normative beliefs & motivation to comply -behaior intention (intention to perform); based on intention & specificity Behavior Theory of Planned Behavior Perceived behavior control (efficacy) Application of TPB to TRA (reasoned action) -drunk driving, stds, speeding, physical exercise.. etc Cultivation Theory Focused on TV as a storyteller in our society TV creates a reality for us & fosters our beliefs about social reality These beliefs are unrealistic and promote a distorted view of life *Heavy viewers: watch tv more than four hours a day without purpose, leading to "MEAN WORLD SYNDROME" *Mainstreaming- picking up on other's beliefs of mean world syndrome & adopting those beliefs Assumptions of Cultivation Theory TV is unique TV cultivates basic assumptions about life rather than specific attidues & opinions TV is medium of conservative socialization The observable effects of TV on culture are relatively small New technologies extend TV's influence (leads to resonance- the notion that when you view violence you relive your own) Social Learning Theory We observe behavior & learn from it via.. Imitation Obersvational Learning Vicarious Reinforcement (being positively/negatively reinforced to learn right from wrong) Identification (you identify with a character & begin to respond in the way that character would respond) Social Displacement Theory TV, internet, and the media hae displaced important thngs *family dinner, walks, outdoor activities* The more you spend time on the media the dumber you get (inverse correlation) Media Dependency Theory 3 factors increase/decrease how dependent we are on the media -the larger social system -the media's role in that system -Our relationship to the media * We rely on the media to know what to value. Assumptions of Media Dependency Theory We're more dependent on the media that gies us lots of stuff in 1 location (internet) Media, society as a whole, and the audience havve an interdependent relationship (we rely on each other) If we want to understand when & why we're affected by the media we must understand how dependent we really are upon it As media audience and society become more interdependent we become more dependent on the media to understand society Change/conflict in society increase our dependency on media Diffusion of Innovations Theory Key ideas mass and interpersonal comm play a role in the diffusion process opinion leaders are important for both networks gatekeepers are important to change agents critical mass = rapid adoption (15-20%) TALK: Awareness, Opinion, Practice, Advocacy, Resistance Laggard- late adopter Assumptions of Diffusion of Innovations Our propensity to adopt an innovation varies The perceived value of an innovation affects its rate of adoption (relative advantage, compatiblity, complexity, trialability, observability) Diffusion Proccess by which new ideas, opinions, and products are communicated through channels over time Innovation An idea, practice, or object perceived as new Cycle of Diffusion " ---> innovation by an innovator--> change agent communicates idea--> early adopter tries it; "opinion leader"--->opinion leader talks about it--->opinion followers follow; critical massed reached ---> LMX - Leadership "Taking intiative in a situation" Focuses on the interaction and how we deelop our roles through this interaction Decides who we consider a leader or a follower Asymmetrical difference: parent/child, leader/follower, teacher/student "Crafty"- know what buttons to push with certain people; cant approach every follow in the same way Great man theory: only men can be leaders Predicts that individuals develop roles with interaction with leaders Critiques of LMX Not applicable for all organizational levels Leader-dominated Leaders treat all followers the same way Doesn't consider follower's fairness (top-down) IN group & OUT group In group: some people looked more favorably upon than others (high levels of trust, mutual influence, and support in these groups) Out group: No trust or support, no interest Roletaking begins at interview; the longer you're there you begin to make that "your" role (role making) & your role becomes routine (role routinization) Key of LMX Focuses on quality of exchange between leader and follower Quality affects outcome Higher quality leads to less turnover, a more positive relationship, higher frequency of promotion, greater organizational commitment, better job attitude, support, participation, etc. People in out group are more concerned with empowerment Classical/Scientific Management Approach Machine metaphor (each person functions as a part in a machine) every employee has a specific task individuals are replaceable centralized control, rules, and standards ( theory X) Top down communication Communication often written (Theory , Theory Y, Human relations approach, Hman resources approach) Theory X Manager doesnt think highly of employees (stupid, self-centered, lack ambition) punish for mistakes & don't reward for successes assumes a strong and forceful hand is essential for motivation management's reponseble for organizing elemtns of productie enterprise motivate, control, and modify employee's behavior to fit organization's needs Human Relations Approach Employees are impacted by social interaction rather than as parts of a Machine (theory y) Employee opinions & feedback valued when an organization makes decisions Horizontal Communication Theory Y Manager Believes physical and mental effort in work is as natural as play or rest Man exercises self-direction and self control in service in which theyre committed Assumes workers are highly motivated to satisfy achievement & self-actualization needs Human Resources Approach Humans = resources to be valued & tapped for organizational development Organizational goals met by keeping employees in mind Employee is greatest resource Theory Z Oral communcation (and some written) Public Relations Strategic use of comm between an organization and its relevent stakeholders to build and maintain relationships *Stakeholder- any person or group that affects / is affected by an organization and its actions Stakeholder Identification Theory Main proposition: salience is positively related to the cumulative # or attributes managers perceive stakeholders to hae Stakeholder Salience- degree to which managers give priority to a stakeholder 3 Attributes of Salience Power (ability of a stakeholder to bring about their desired outcomes) Legitimacy (degree to which stakeholders hve a claim in the organiation) Urgency (degree to which stakeholder claims call for immediate action) These are... -variable (not statistical) -socially constructed, not objective -may / may not be recognized by stakeholders that have them