MCOM 409: Mass Communication Theories Anam Muzamill

Fall 2015

Conceptualizing Theory

Defining theory

Approaches to Define theory

Functions of Theories

How theories can be evaluated

Approaches of Theory Building

Four main categories of Communication Theory

Defining Theory

Jonathan H. Turner defined theory as a process of developing ideas that can allow us to explain how and why events occur.

Theories help us understand or explain phenomena we observe in the social world.

Example: If we feel media instruct us what to and how to think about certain issues-The phenomenon has been theorized as Agenda Setting Theory

Approaches to define theory

A) Stipulative Approach: By setting forth a group of characteristics that must be present in any theory. (Restrictive Approach)

B)Reportive Approach: By looking at entities that have been called theories in the past analyzing the nature of entities. (Inclusive Approach)

Example for Stipulative Approach

A group of characteristics to judge

Theory should be supported by Evidence

Can be adapted and modified to account for new evidence

Generalizability-Can be linked to population

Stimulates new knowledge

Functions of Theory

Should have a problem solving ability

Types of problem:

A) Empirical Problem: Anything about the…. world which strikes us odd, or otherwise in need of an explanation.

Example: Why do interactants of western Culture behave differently as compared to interactants of Eastern Culture?

Functions of Theories..Cont’

B) Conceptual Problem:

The conceptual problem can be internal or external.

An internal problem exists when a particular theory exhibits inconsistencies that need to be clarified.

Example: Marshal McLuhan-Media Ecology

External Problem: A particular theory conflicts with an explanation provided by another theory.

Example: Theories of Media Effect contradicting each other.

Functions of Theories..Cont’

C)Practical Problem:

Highlights the role of a theory is solving practical problems

Example: Persuasive Campaigns to promote desirable behavior