Theories in Mass Communication

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Although dictionaries such American Heritage Dictionary of the English Language (2007 ed.) and Oxford Dictionary of Philosophy (2005 ed.) have different ways of expressing the meaning of the word, it can be deduced that the word 'theory' pertains to a set of statements or principles devised to explain a group of facts or phenomena, especially one that has been repeatedly tested or is widely accepted and can be used to make predictions about natural phenomena.


It provides different and revealing perspectives on issues and represents the desire for knowledge through 'aposteriori' methods of discovery rather than 'apriori' methods of tradition.
There are different schools of thought on how social phenomena should be discussed and interpreted. Post-positivist theories are those that reject the view of the world in a purely scientific manner. This is because human knowledge is not founded on unchallengeable, rock solid-foundations and is in fact fallible. While experimental methodology can be used to investigate social phenomena, it is often impossible or unethical to use the kind of carefully controlled laboratory studies characteristic of physics or chemistry for social phenomena. Conceptually, it is often noted that unlike the subjects of natural science, people are reflexive. That is, they may alter their behavior based on the presence or findings of the researcher. This implies that there is no single, unifying all-encompassing truth emphasizing the need for multiple measures and observations. ...
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