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Lecture1 Introduction

The document discusses the concept of theory, including definitions of theory and its functions. A theory is described as a speculation or informed guess about how things work that is tested with research. Theories help organize information, describe phenomena, explain behaviors, predict outcomes, and can be used to control events. The document also discusses underlying assumptions in theories related to ontology, epistemology, and axiology.

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Siti Nurshahira 'alwani
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28 views11 pages

Lecture1 Introduction

The document discusses the concept of theory, including definitions of theory and its functions. A theory is described as a speculation or informed guess about how things work that is tested with research. Theories help organize information, describe phenomena, explain behaviors, predict outcomes, and can be used to control events. The document also discusses underlying assumptions in theories related to ontology, epistemology, and axiology.

Uploaded by

Siti Nurshahira 'alwani
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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Lecture 01

(10 September 2019)

Introduction to
Theory

DR. LEE KUOK TIUNG


[email protected]
INTRODUCTION (What is theory?)
What is theory?
 A theory is a speculation, a conjecture (an opinion or
conclusion based on incomplete information), or an informed
guess about how things work, or why certain events happen,
or why certain events follow other event.

 They (theory) are tested with research and extended or


refined systematically.

 They are more than just a belief or opinion about a single


cause, but usually involve several aspects of explanation.

 Theories are speculations that you have formulated in order


to organize and make sense of the event in your world.
Continued….
 Theories help us feel in control of our environment because
they guide our behavioral choices (including the types of
messages we send), tell us what other people are likely to do
or say in a particular situation, and help us interpret outcomes
that are consistent with our expectations as well as those that
are not.

 Our theories might be wrong or misguided, but without some


organizing framework, we would be producing random
behaviors and would be unable to interpret or explain patterns
in the behaviors of other people or events.

 In short, theories are the organizing framework that allows


situations to be “meaningful” rather than chaotic; they provide
an initial foundation of understanding but are subject to
change and elaboration as we encounter inconsistencies and
new information.
Interpreting the “Crisis”
a) Holocaust
b) Islamophobia – terrorism, anti-muslim & anti-Islam
c) The “Scary world”
d) Television’s impact on children & adults – media use & life
span e.g. “media sale alcohol & cigarette to your kids”?
e) Roles of news – the news factory, studies of news,
biasing the news, news story, etc.
f) Roles of social media?
g) Information processing – prior knowledge, culture,
national interest, personal interest, etc.
h) Cognitive switching – human behavioral
 Communication research – theoretical perspective &
conceptualization – how to “localize the knowledge”?
FUNCTIONS of the THEORY:
1. Organize (arrange systematically)
menyusunatur

 Theory helps to take complex phenomenon and put into


words or categories that can be easily understood. For
example, a theory might organize the various causes and
effects of exposure to violent media or organize the
reason people might choose to use violent media.
Continued…. FUNCTIONS of the THEORY:

2. Describe (give a details account in words)


menghuraikan

 Theory describe what happens in a given situation or


context. Often this is conceived of as providing
understanding, even deep understanding. For example, a
theory might try to classify and make sense of the way that
oppresses groups communicate in dominant society or
describe the way a culture makes requests.
Continued…. FUNCTIONS of the THEORY:

3. Explain [make (something) clear by describing it in


more detail] menjelaskan
 Theory help explain why things happen, often in sense of
the underlying causes of human behavior (more typically a
function of scientific theory). For example, a theory might explain
why some types of messages to restore the image of scandalized
politician or company work better than other types.

 provides an answer to the question "why is the fact what it


is?" that is intellectually satisfying. Formal explanation:
subsuming a proposition under a broader proposition which
needs no explanation. It consists of a universal
generalization that is assumed to be true, a particular set of
circumstances, and a conclusion which asserts that an
event had to occur because it was deducible from the logic
of the propositions of the theory. e.g. relationship between
media & politics.
Continued…. FUNCTIONS of the THEORY:

4. Predict [state that (a specified event) will


happen in the future] meramal

 Theory helps to predict outcomes (more typically a function


of a scientific theory). For example, a theory might predict what
types of communication between dating partners will lead to increased
intimacy.

 proposing the occurrence of a future event given some


awareness of a past or present relationship which may or
may not be understood (e.g., astronomy). One can predict
without explanation, but the reverse is not true. Thus
explanation, rather than prediction, is the end of science.
Continued…. FUNCTIONS of the THEORY:

5. Control (the power to influence people’s behavior


or the course of events) mengawal
 Theory can be used to control events or out comes when
relationship among variables have been established (more
typically a function of scientific theory). For example, public services
announcements informing women that smoking will be harmful to an unborn
child can be used to reduce smoking among woman during pregnancy.

 ability to intervene in a particular case or to alter the case of a


particular relationship. In the pure case it implies complete
understanding of elements and their relationships as well as a
closed system. Less purely, it implies knowledge of the
principles along which the phenomena vary.
UNDERLYING ASSUMPTIONS
BEHIND THEORIES

 Each theorist approaches the study of


communication based on a unique
worldview.

1. Ontology: the reality.


2. Epistemology: how we know it.
3. Axiology: the role of values in our research
Tutorial
 Refer to your syllabus

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