Lecture 3Outline of last lecturel. Definition of communicationll. Transactional Modellll. Levels of CommunicationOutline of Current lecture lV. Communative Goals V. Studying communication as a scienceVl. Major research design Current lecturelV. Communative goals A. Understanding - Accurate reception of the intended content- Primary failure: Failure to achieve content accuracy- Understanding gets more difficult as you add more peopleB. Pleasure - Communicating with others in a way that enhance sense of mutual well-being - Sometimes referred to “phatic communication”- Maintaining human contact.- Closely related to our feelings about those with whom we are interacting.C. Attitude Influence - Process of changing and reformulating attitudes- Important across all communication levels- “Persuasion”D. Improved Relationships- Secondary failure in human communication- Disturbance in human relationships that result from misunderstanding - Cause friction, anger or confusion- Discerning motivation is difficultE. Action- Arguably the most difficult outcome to produce- Especially difficult in- Organizational - And mass communication settingsV. Studying Communication as a science A. Communication as a field - Public speaking (rooted in classical Rhetoric)- Interpretivists- Take a unique event and very thoroughly seek understanding COMM1000 1st Edition- Critical scholars - In Communication and other fields- Seek to understand the power in any given situation B. Social scientific approaches/ two basic Flavors- Qualitative social scientists - Employ rigorous observational rules- Work “in the field”- Collect data that are descriptive, rich detailEx. In-depth interviews, ethnography- Quantitative social scientists - Work in the field or in the lab- Employ advanced statistical techniques to uncover patterns C. The Scientific Method is- Empirical- Carefully observe and measure- Objective- Aim is to remove bias- Use set of rules and procedures- Logical - Inferences from data are consistent and rational - Public- Findings reported to scientific community Vl. Major Research Designs A. Example: Studying touch - Researchers might ask:- How do individuals enact public touch - How does touch communication vary culturally - What do people think about touch?- What are the effects of touch in relationships?B. Content Analysis - Definition: systematic analysis of content of communication messages- Purpose : Describe touch type (or frequency) content - E.g. How much touch occurs? Compare content across various locations- How does touch behavior differ from country to country? Assess image of particular group- Are far eastern cultures really low-touch?C. Issues to consider- Need representative sample- Which groups of individuals to observe?- How many of each- Need clear, specific definitions COMM1000 1st Edition- What counts as touch?- What if it is an extended touch - Limitations- Can only study material as it occurs (no manipulation)- No information about effectsD. Survey Research- Examines what people think or do - Relies mainly on self-reports- Examples- Relationship questionnaires- Election- Attitude surveysE. Issues to consider - Need representative sample- Need good questions- Goals:- Attitudes/behaviors in population- Relationship between variables F. Limitations of surveys- No control- Cannot make causal conclusion- Only relationships between variables G. Experimental Research- Manipulation of variable(s)- One group gets treatment, other does not- Control of other variables- Measure effect/outcomeH. Issues to consider - Goal: Draw causal conclusions - Independent variable -> dependent variable - Need random assignment - Randomly divide participants into groups I. Limitations of Experiments- Hard to generalize beyond subjects and lab environment - Artificial setting- Limited subject populationCOMM1000 1st