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