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  • Concepts play an important role in all theories.

  • Theories in their simples definition are all statements about reality

  • that seek to explain or predict the relation between phenomena.

  • For instance, the theory of gravity predicts that if I drop a pen, it will fall to the floor.

  • A specific predicted result, derived from theory, we call a hypothesis.

  • Whenever we visualise these statements this is called a model.

  • Usually the arrows and lines in these models represent hypotheses.

  • The box on the left in this model represents the presumed cause, dropping the pencil.

  • We call this the independent variable. The other is the presumed effect, or the dependent variable.

  • If we change our example and look at the theory that giving someone a gift

  • causes them to like you better.

  • Than the independent variable here is giftgiving.

  • and the dependent variable is how much you are being liked by someone.

  • So we can prove or disprove our hypotheses, and in extension the connected theory,

  • by actually dropping a pen or giving a gift

  • and check if the results correspond with the expected results.

  • In other words, we test and improve our theories with use of research.

  • This can be primary research, where we collect our own data.

  • Or by studying the results of others, so called secondary research.

  • We have several main means in our field to gather data.

  • The first is observation, simply observing the phenomenon.

  • Secondly we conduct experiments, where we try to limit to amount of interfering variables

  • so we can actually prove a causal relation between the dependent and independent variable.

  • We also use surveys, which is a questionnaire spread amongst a sample or respondents.

  • The results are usually quantified.

  • For a more in depth exploration of attitudes we conduct qualitative interviews.

  • Finally we study the message itself. This is called content analysis.

  • It can be done systematically, where the results are later quantified.

  • Or it can be done in a qualitative fashion.

  • Of course this is the ideal scientific situation. In reality many theories can't be tested.

  • For instance because we can not observe the presumed relation.

  • The theory that 'everything happens for a reason' might be true,

  • but we don't really have access to the methods to test this.

  • Sometimes a theory will combine a set of theories.

  • For instance The Uses and Gratification Theory:

  • which is a complex theory that we will discuss later in depth in this class.

  • The point for now is that it contains several ideas about reality.

  • First of all, people make conscious decisions regarding their use of media.

  • Secondly, people are conscious of their media- related needs.

  • Thirdly, people select the media that is best suited to fulfill their needs.

  • These are only a few elements of this theory, but my point is

  • that even though these different statements can be tested and proven independently,

  • they are still part of the same theoretical framework and therefore

  • collectively labeled as Uses and Gratification Theory.

  • So the definition of theory is not as easy as we first thought.

  • Some theories don't even predict anything but serve more as perspectives on reality

  • or to sum up an approach.

  • They tell us it is important to study some aspects of that reality more thoroughly.

  • For instance 'stakeholder theory' tells us we should study the stakeholders in any situation

  • and be aware of their various interests and agendas.

  • These perspectives are sometimes called theory,

  • but we also use the words paradigms or approaches,

  • since they don't really fit the dominant definition of scientific theory.

  • That definition stresses that theories have predictive value.

  • And these paradigms or approaches serve more as view glasses,

  • which we use to study the world.

  • They amplify some aspects of reality and guide our research.

Concepts play an important role in all theories.

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B1 中級

1.4理論 (1.4 Theories)

  • 20 5
    羅紹桀 發佈於 2021 年 01 月 14 日
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