Download Communication Research Strategies

COMMUNICATION RESEARCH
STRATEGIES
Samuel T. Ramos, Jr., MCM
University of Santo Tomas
Faculty of Arts & Letters
STUDYING COMMUNICATION
Why
study
Communication?
Those who will do will tell you that their work is
driven by a need to know more about human
interaction and the process of communication.
Communication professionals need to develop
skills for acquiring and using information
throughout their professional lives. As students
of communication, you will need to be prepared to
investigate and engage in academic and
professional growth activities in the future.
RESEARCH
 It
is often defined as systematic inquiry
into a subject. The key word in this
definition, systematic, points to the need
to examine topics methodically rather
than to plunge haphazardly into sources.
Two of our major goals in this research
are to acquaint you with this step-by-step
procedure of inquiry and to provide
guidance for following these generally
accepted principles and practices of
research.
THE COMMUNICATION DISCIPLINE
Communication has been defined
in a variety of ways.
Here, we define
communication as a process by which people
arrive at shared meanings through the
interchange of messages. When people create
and manage meanings and share their
understanding of social reality, many things
become communication events.
Political
scientists,
educators,
business
executives,
linguists,
poets,
philosophers,
scientists,
historians,
psychologists,
sociologists
and
anthropologists.
Communication
researchers
examine the processes by which meanings
are created and managed—in other words,
how people structure and interpret
messages and use symbols such as
language
in
several
contexts:
interpersonal,
group,
organizational,
public, intercultural, and mediated. Thus,
the breadth of communication inquiry is
universal and inclusive, and the contexts
in which the communication process is
examined are diverse, yet interrelated. It
is little wonder that no other discipline of
knowledge is quite as universal as
communication.
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Communication is a time-honoured and yet
modern discipline.
The Greek philosopher
Aristotle (384-322 B.C.) devoted much
thought to examining the constituent elements of
rhetoric, or the available means of persuasion.
From 1600 through the early 1900s, speech
theorists focused on effective delivery of the
spoken word.
Early students of mass
communication were intrigued by the effects of
media-delivered messages.
Contemporary
communication researchers also expanded their
interests to that occur during communication. In
examining the flow of information and the
interchange of messages between individuals in a
variety of contexts, researchers today also probe
the uses and effects of modern communication
technologies.
SOURCES FOR THE HISTORY OF
COMMUNICATION
Benson T. W. (1985) Speech communication in
the 20th century. Southern Illinois University
Press.
 Cohen, H. (1994) The history of speech
communication. National Communication
Association
 Crowley, D (1991) Communication in history,
New York
 Delia J. G. (1987) Communication research, Sage
 Rogers, E. M. (1994) A history of communication
study New York Free Press.
 Schramm, W. (1988) The story of human
communication. Harper & Row.
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STRUCTURE OF THE DISCIPLINE
Group communication
 Health communication
 Instructional communication
 Intercultural/international communication
 Interpersonal communication
 Language and symbolic codes
 Mass communication
 New communication technologies
 Organizational communication
 Public communication
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COMMUNICATION RESEARCH
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PROJECTS
Compiling bibliographies
Completing take-home exams
Conducting audience or consumer surveys
Conducting original research investigations
Giving speeches or oral readings
Investigating and writing news stories
Leading seminars
Preparing advertising or public relations campaigns
Preparing debate cases or group discussions
Writing television, radio, or film scripts, or critiques
Writing term papers, seminar papers, or literature
reviews.
ACADEMIC PURSUITS

Preparing a term paper, literature review,
research study, or thesis or dissertation
prospectus requires extended use of the
communication literature and the library. Also,
students often conduct their own research
investigations, in which research questions are
asked, a study is designed, and data are collected
and analysed.
The projects require you to
examine and understand past research in the
area so that you determine what important
communication problems still need to be
addressed.
PROFESSIONAL PURSUITS
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Film critics search past films reviews for references to
particular directors.
Public relations specialists consult directories for names
and addresses of organizations.
Television producers check current statistical sources to
ascertain that a documentary is current.
Communication consultants use abstracts and indexes to
learn about new teaching or training methods.
Advertising or media researchers search scholarly studies
for relevant communication research.
Political speech writers examine collections of speeches and
editorials for themes and issues.
Journalists check grammatical usage or news style by
consulting a wire service handbook.
Professors keep abreast of the field by reading professional
and scholarly periodicals.
SUMMARY
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Communication research, like all research, must be
systematic to be effective. Communication researches
study the processes through which meaning and
social reality are created and managed. Researchers
examine the flow of information and the interchange
of messages between individuals in several contexts.
Although the study of communication is broad based
and interdisciplinary, the field can be divided into
several major areas of focus. Scholarly and
professional communication association publish
scholarly journals and trade magazines, organize
conventions and conferences, and produce materials
and newsletters to keep their members informed.
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Students can become active in these associations
while they are still in college. These associations
help both students and professionals in
accomplishing their academic and professional
pursuits. For example, students complete a
variety of assignments in their classes, which
differ in scope, purpose, audience, and goal.
EXERCISE
Describe
two situations in your
anticipated career that would
require you to have knowledge of
communication research. To
help, speak to a professional in
the area and ask about
communication research in that
profession.