1. Communication Theory and Metatheory

2. What is theory?
A system of generalizable statements logically linked together to explain, describe, predict, and/or control human phenomena in a given context
A descriptive generalization about a phenomenon
An explanation of how or why something occurs
An attempt to predict what will happen and possibly control outcome

3. What is Metatheory? Metatheory is “theory about theory”
It addresses three assumptions:
The nature of knowledge (epistemology)
The nature of being/existence (ontology)
The nature of values (axiology)

4. Epistemology: How do we know what we know?
Is there “one reality” waiting to be discovered through our senses?
Can different researchers study the same thing in the same way and build a body of knowledge?
Or are there multiple subjective realities, each one equally valid?
NOTE: Just because there can be multiple interpretations of a phenomenon does not mean there are multiple realities/existences of the phenomenon

5. Ontology: Why do we do what we do?
Do biology and environment interact to influence human behavior?
Does this happen outside human awareness?
Do humans behave according to their volition, their intention?
As human choice/free will goes up, predictability goes down

6. Axiology: What is the role of values in our research?
Do we value scholarship that stresses objective knowledge to explain, predict and possibly influence human behavior?
Is our research value-neutral?
Do we value scholarship that stresses subjective understanding to describe the human condition and liberate people from oppression?
Do our values influence our research?

7. Two Major Perspectives
Scientific/Objectivist
One Truth (objective)
Behavior is relatively determined
Values do not influence research (i.e., value neutral)
Interpretive
Multiple realities (subjective)
Humans have free will
Values do influence research

8. Where do you stand? Epistemology? Ontology? Axiology?
Is there an objective reality to be discovered or are there multiple realities to be created?
Ontology?
Does your biology/environment influence you or are you free to behave as you please?
Axiology?
Can you remain objective or will your values influence what you research, how you do research and what you find?

9. Why care about metatheory?
Each theory will have associated metatheoretical perspective and assumptions (E, O, V)
These assumptions tell you a lot about the theory
Does the theory assume one reality or multiple realities?
Does the theory assume behavior is determined or at the will of the individual?
Does the theory assume that research is value neutral or that the values of the researcher are influential?
Given the metatheoretical perspective, does it make sense to ask the questions that are being asked and look for answers with the methods being used?

10. Research Methods
Experiments: discover cause and effect relationships by manipulating IV in a controlled situation to discover its impact on DV
Surveys: collect self-report data to discover people’s attitudes, intentions, behavior
Textual Analysis: describe and interpret the characteristics of messages
Ethnography: develop understanding of people’s culture (shared meanings, values) through observation

11. Substance Use
Experiment: Does a high sensation value PSA lead to greater attitude change?
Survey: Does TV viewing differ between substance users and non-users?
Textual Analysis: What does Nancy Reagan’s “Just Say No” speech reveal about White House policy?
Ethnography: Within the community of heroin addicts, how are interpersonal relationships established and maintained?

12. (Meta)Theory/Method Interface
Metatheory tells you how you see the world
Theory tells you what you are looking for
Method tells you how to find it
(Meta)Theory and Method need to cohere, but each perspective/approach can inform the same problem