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Let's Do Research! Which Method Works Best?

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In the communication field scholars must not only demonstrate a familiarity with the communication theories and concepts, they are also required to create their own knowledge through the research process. There are two known research methodologies, quantitative and qualitative, both of which have their benefits and flaws . Quantitative, or empirical, research is a method that is based on the initial formation of research questions and/or hypotheses, and the practice of establishing new knowledge that can either support or challenge a research theory based on numerical data collected through either experimentation, surveying, or content analysis. Qualitative research, however, takes an in-depth approach to forming new knowledge by exploring the meanings behind communication occurrences by observing how people interpret them. This is often done by collecting descriptive data through interviews, focus groups, or general observations. The chart below illustrate...
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Is the Medium Really the Message?

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"The medium is the message" was one of the many points made by Canadian media scholar Marshall McLuhan. But what does it really mean? McLuhan argues that it is not the content of the message that influences the actions of an audience, but the way the message is communicated. McLuhan's ideas link him to the theory of Technological Determinism , which claims that technology shapes social change and determines society's future. Building on the idea that forms of communication are linked to structures in society (known as biases of communication, which was coined by his mentor Harold Innis), McLuhan claimed that media technologies affect the patterns of human thinking and the way people interact with the world around them. We can see evidence of this in the various ways people use their smartphones and engage with others on social media platforms. Most people cannot walk out the door without their phones, and s...
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There are Two Routes to Persuasion. Let's Elaborate!

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Introduction “Character may almost be called the most effective means of persuasion.” Aristotle Centuries ago, Aristotle identified the three appeals of persuasive speaking : logos, pathos, and ethos. Logos uses facts and logic to support an argument. Pathos delivers an argument by appealing to the audience's emotions (in other words, tugging on their heartstrings). A good example of the use of pathos in advertising is the ASPCA and St. Jude commercials . Ethos relies on the speaker's credibility and character to deliver an impactful message to the audience. When hearing a speech on the effects of climate change, for example, the audience may prefer to hear from a scientist rather than a politician or celebrity as they're perceived to be more knowledgeable and well-intentioned. Interaction Design Foundation. https://www.interaction-design.org/ According to Aristotle, the first st...
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I've Read the News Today, Oh Boy!

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These are the famous opening lines to the 1967 Beatles song A Day in the Life . According to Rolling Stone , the first verse was loosely inspired by the untimely death of a friend of the band. John Lennon, who often turned to the newspapers for inspiration, worked his habit into writing this verse, combining English tragedy with a Buddy Holly verbal tic . This song is an observation on how people go about their lives; often worrying about things that seem petty and insignificant (like the the roads in Lancashire as noted in the third stanza ) compared to things that have a greater impact like global conflicts, election results, or the tragic death of a friend. So, what does a famous Beatles song have to do with how we share information in the 21st Century? A recent Pew Research Report states that the top two issues Americans are concerned about are high inflation and health care costs. Although these concerns should not be discredited, they are often exagger...
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Hypodermic Needle/Bullet Theory - Are We Easily Influenced?

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Introduction Mass communication, as a discipline, has a relatively short history. Its theories and ideas, however, can be traced back to its roots in psychology and sociology. In psychology, the principles of behaviorism explains that the actions of most individuals are influenced by external stimuli (e.g., media messages). Whereas on the sociological side, the principle of functionalism explains that the dominant social structures and societal norms determine how a society operates. So, per the functionalist principle, mass media instituions are a part of the overall social structure, and they can either maintain the status quo or alter it. These underlying principles led scholars at the time to conclude that mass media institutions have the potential to influence their audience in ways that are powerful, direct, and uniform. This pervasive view eventually led to the development of the Hypodermic Needle/Bullet Theory. Hypo...
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