Name: 1.4理論 (1.4 Theories)
Uploaded: 2021-01-14T06:01:26.000Z
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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

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.

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

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,

They amplify some aspects of reality and guide  our research.