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To Do, week of 10.29• Complete Chapters 6 & 7 Assessment, up front (10 minutes) –
answers before we begin• Turn in chapter 7 quiz, folder, up front
– I’m aware of potential problems with questions 7 & 16. I will review and send out announcement. Thanks to Stella and Steven Mc.
• DUE on Wed., RQ/H assignment– make sure you attach articles – need 4 separate articles– If you alreadyalready read the uses and grats of the web article in your group
pages area, you can use that as one of your articles for the RQ/H assignment
• Pull out PTL Ethnography article – Review• This week & next - Bb discussion over RTV article – getting
ready for Dr. Ebersole’s live video conference.• Extra credit – Schultze, returned on Wed.• Wed - Dr. Jindra and Star Trek! Enjoy the article. Focus on the
basic questions.
“Big Ideas” – Chapter 7
• Define ethnography and ethnographic methods• Understand and explain four “commonalities” or
characteristics of ethnography• Understand and explain the basic data collection
procedures involved in ethnography• Understand the various roles of the researcher in
ethnography• Identify when to pull the ethnography tool out of
your research toolbelt (that is, know which type of questions should be addressed with this method?)
As a result of your readings and our class discussion this weekyou should be able to:
Research QuestionHypotheses
A WORKING MODEL OF COMMUNICATION RESEARCH
Narrow focus
Identify topic
STEP 1:CONCEPTUALIZATION
Review of Literature
STEP 2: PLANNING & DESIGNING
Which Method?
STEP 4: ANALYZE& INTERPRET DATA
Report / Write STEP 5:RECONCEPTUALIZATION
STEP 3: SELECTING AMETHODOLOGY
OperationalizatonMeasurementTechniques
Define Key Concepts
Rhetorical Textual Analysis
The Research Toolbelt
• BIG QUESTIONS
• 1) What tools are in the toolbelt?
• 2) Which tool do you select?
Q U AN T IT AT IVE Q U ALIT AT IVE
MET H O D O LO G Y
DEDUCTIVEtheory to objects; general to specific
INDUCTIVEspecific to general;individual to theory
ATOMISTICcatalogs component elements
EIDETIC (EIDETIKOS = FORM)totality; putting it all together
OBJECTIVEquantifiable; exists independent of ourknowledge of it
SUBJECTIVEmeaning perspective of actions
GENERALIZABLEsample to population
CONTEXTUALnot generalizable; interpretation ofsetting
PURIFIEDMUNDANEstudies isolated attributes studies everyday life; the ordinary
MEASURABLEcountable; statistical data
TEXTUALmeaning of social action; text
AGGREGATEDemphasizes the aggregate; ignores the individual
PRESERVATIONISTICemphasizes the individual
Approaches to Human Communication ResearchBehaviorism Phenomenology/
Interpretive schoolCritical School
Goal Explanation,Prediction, Control
Interpretation &Understanding
Criticism &Social Change
Subject Matter Behavior(Facts)
Meanings(context)
Values(historical)
Method Operationalism Interpretation Historical-critical& textual criticism
Major Concern Method Subject Matter Social Change
Function Put under acovering law
Place in anintelligible frame
Enlighten &Emancipate
How Knowledge is Produced
By Objectifying(mirroring)
By edifying(conversing)
By Reflecting(criticizing)
How TruthClaims are Judged Falsification
Juridicial Validation(Ricoeur)
Free Consensus(Habermass)
OWN EXPERIENCEDISCOVER OTHERS
CREATING THERESEARCH TEXT
PROCESS OF QUALITATIVE RESEARCH
PROBLEM
COMPOSINGTHE EPISODE
MOVING TOTHEORY
“data collection”interpretation
private text public knowledge
the research argument,interpretation continued
METHODOLOGY
LITERATURE REVIEW
METHODOLOGY
OTHER QUESTIONS?
reconceptualization
ENCOUNTERING THE OTHER
Distinguishing Field and Laboratory Research
• Field studies occur in the natural environment
• Laboratory studies
control for many
interfering elements
in the environment
Ethnography vs. Case Study vs. Interview
• They are all qualitativeall qualitative methods
• Case Study may or may not involve may not involve participant observationparticipant observation – sometimes called “ethnography”– The focus is on one organization, group, person, to
find out what made it/them/him/her “effective”
• Interviews may stop shortInterviews may stop short of participant observation – Content analysis is performed of the interview
transcripts to identify patterns of responses
EthnographyDefined ethnos = tribe, race or nation; graphos = something written down
Commonalities in Ethnographic Research
Inductive Reasoning
Proximity & Interaction
Ordinary Behavior
Multiple & Flexible Methods
Data Collection in Ethnographic Research
Decide what to observe
Gain Access What Role? Record/Report Observations
Limitations?
• “Presuppositionless”• Data 1st, Patterns 2nd• Build generalizations from the ground-up
• Deal directly with subjects• Observe, interview or join• autoethnography (insider)• level of commitment varies
• naturally occurring; normal, routinephenomena• limited area or time• Craig, et al, (1986), luggage• Star Trek and Elvis....????
MULTI-METHOD • Interview format (Levin, 1987)• Content Analysis• Biographies• Recorders, video cameras (BJ)• Artifacts, recordings, transcripts
Shimanoff (1985)Patterns in everyday communicationamong college students - students carried recorders - stay in dorm room - observe in SUB, cafeteria, classes - interviews with students, professors
Ragan and Hopper (1994)How couples talk about splitting up- Defined: “last conversation” - examples from fiction novels - television shows/films/plays - talk to people breaking up - observe people in final stages - survey after the fact - record break-up conversations
1. Complete Observer: no knowledge/no interaction (+/-)2. Complete-Participant: no knowledge/full interaction (+/-) (Fox, 1969)2. Observer-Participant: knowledge/some interaction (+/-) (Fine, 1980) 3. Participant-Observer: knowledge/full interaction (+/-) (VanMaanen, 1982)
Reactive Effects Reliability low Generalizability?
Bon Jovi
• The “Church” of John?• Religious imagery in secular rock music…• “Close reading” of rock altars… homes as texts,
bodies, etc.• KEEPING RECORDS (see p. 193)
– 1 record words and phrases– 2 sequences of events– 3 meaningful objects– 4 impressions
Advantages and Limitations of Field and Laboratory
Research
Power of manipulation + -
Realism + -
Control usually - +
Measurement maybe +
Randomization - +
Observer bias - +
Field Laboratory
EthnographyDefined ethnos = tribe, race or nation; graphos = something written down
Commonalities in Ethnographic Research
Inductive Reasoning
Proximity & Interaction
Ordinary Behavior
Multiple & Flexible Methods
Data Collection in Ethnographic Research
Decide what to observe
Gain Access What Role? Record/Report Observations
Limitations?
Reactive Effects Reliability low Generalizability?
Research QuestionHypotheses
A WORKING MODEL OF COMMUNICATION RESEARCH
Narrow focus
Identify topic
STEP 1:CONCEPTUALIZATION
Review of Literature
STEP 2: PLANNING & DESIGNING
Which Method?
STEP 4: ANALYZE& INTERPRET DATA
Report / Write STEP 5:RECONCEPTUALIZATION
STEP 3: SELECTING AMETHODOLOGY
OperationalizatonMeasurementTechniques
Define Key Concepts
Interfering Elements?
Threats due to researchers -- Personal attribute effect
Threats due to how it is conducted -- Procedure/Treatment Validity
Threats due to research subjects -- Subject Validity
Environment (internal)
History (external) (longitudinal)
Sensitization (pre-post)
Data Analysis
Hawthorne Effect Selection
Mortality
Maturation
Intersubject bias
Unintentional expectancy
Statistical Regression
EthnographyDefined ethnos = tribe, race or nation; graphos = something written down
Purpose/Goals1. How people think about communication in particular situations;
1. Questionnaires are impractical, or solving a practical problem
2. When not much is known, no formal hypotheses
2. particular rather than the general (group/culture);
3. Extreme cases -- successful or unsuccessful
Effect of Violent Video Games on Children?When?
4. Naturally occurring phenomena are within a limited area or time