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Behavioral scientist

A scholar who applies the scientific method to describe, predict, and explain recurring forms of human behavior.


A scholar who studies the ways in which symbolic forms can be used to identify with people, or to persuade them toward a certain point of view.

Interpretative and Objective view

What are the 2 ways to view theory?

interpretative view

A rhetorician has an interpretative or objective view of theory?

objective view

A behavioral scientist has an interpretative or objective view of theory?

Objective approach

The assumption that truth is singular and is accessible through unbiased sensory observation.

Objective approach

Approach that is committed to uncovering cause-and-effect relationships

Source credibility

Perceived competence and trustworthiness of a speaker or writer that affects how the message is pereceived.


A perceived role relationship that affects self-image and attitudes; based on the attractiveness of the role model and sustained if the relationship remains salient

Interpretative approach

The linguistic work of assigning meaning or value to communication texts.

Interpretative approach

Approach that assumes multiple meanings or truths are possible.


Names for those who study this approach include: humanist, critic, deconstructivist, postmodernist, hermeneuticist, phenomenologist, poststructuralis


Names for those who study this approach include:


The study of origin, nature, method, and limits of knowledge

Humanisitic scholarship

Study of what it's like to be another person, in a specific time and place; assumes there are few important panhuman similarities.


The assumption that behavior is caused by heredity and environment.


Liberation from any form of political, economic, racial, religious, or sexual oppression; empowerment.

Empirical evidence

Data collected through direct obeservation

Control group

Subject is an experiment who experiences no form of the independent variable; a no-treatment comparison group.


Research in which the data is recorded in numerical form


Research in which the data is recorded in linguistic (non-numeric) form.


A research method that manipulates a variable in a tightly controlled situation in order to find out if it has a predicted effect.


A method of participant observation designed to help a researcher experience a culture's complex web of meaning.

Critical theorists

Scholars who use theory to reveal unjust communication practices that create or penetrate an imbalance of power.

Textual analysis

A research method that describes and interprets the characteristics of any text.


A research method that uses questionnaires and interviews to collect self-reported data that reflects what respondents think, feel, or intend to do.

Burke's dramatistic pentad

A five-pronged method of rhetorical criticism to analyze a speaker's persuasive strategy- act, scene, agent, agency, purpose.


Objective or interpretive researchers want to explain as well as predict.

Source credibility theory

Theory that says that expertise and trustworthiness are the two main ingredients of perceived credibility.


According to the objective approach, ____ is an essential tool in the scientific effort to predict and explain.


Identification is part of the objective or interpretive approach?


According the objective approach, though a theory may sound plausible, we can't be sure until it's valid until its been ____.


Objective or Interpretive? Has aesthetic appeal


Objective or Interpretive? Clarifies values


Objective or Interpretive? Community of agreement


Objective or Interpretive? New understanding of people


Objective or Interpretive? Explains data


Objective or Interpretive? Practically useful


Objective or Interpretive? Predicts future events


Objective or Interpretive? Relatively simple


Objective or Interpretive? Testable hypothesis

Kelman's theory

Objective theory. When people forge a bond of identification w/ a highly attractive figure, they'll gladly embrace the persuasive pitch.

Participation and Effectiveness

Every general communication theory has what 2 priorities?

Bormann's symbolic convergence theory

Theory that introduces the way that standards for judging the quality of an objective theory differ from criteria for an interpretive one.

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