Paradigms of Knowing in Communication Research

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Paradigms of Knowing in Communication Research
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Paradigms in social science provide a viewpoint
or set of assumptions that frame the research
process.
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The Positivist Paradigm

• Based on the belief of an objective reality
• Studies variables
• Seeks to explain causal relationships between
  variables.
• Seeks to generate laws that generalize
  communication behavior
• Uses quantitative data

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The Systems Paradigm

• Communication is a system
• There are five characteristics of a system.
• Interdependence of parts of system
• Systems are organized wholes.
• The whole is greater than the sum of its parts.
• They are characterized by dynamic equilibrium.
• Systems vary in their degree of openness
• Seeks to explain functions of parts in relation
  to the whole.
• Studies variables
• Uses quantitative data

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The Interpretive Paradigm

• Humans are capable of reflectivity and their
  action is purposive
• Studies meaning through semantic relationships
• Studies meaning through rules
• Constructs theories of understanding
• Local knowledge Theories
• Heuristic frameworks
• Uses qualitative data

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The Critical Paradigm

• Reflection produces knowledge
• Critical reflection enables the exposure of
  ideologies and power imbalances
• Research should enable social change
• Social science is subject to critical reflection