Talk About Theory

What term describes a scholar who applies the scientific method to describe, predict, and explain recurring forms of human behavior?

In the television commercial discussed in the chapter as a case study, what type of animal forms a bond with its trainer?

How much did the sponsor of the one-minute Clydesdale commercial spend to air it during the Super Bowl?

According to Tony Schwartz's resonance principle of communication, which is used to illustrate the objective approach, what do successful persuasive messages primarily evoke?

Marty Medhurst's interpretive analysis of the Clydesdale ad suggests it is structured by what archetypal mythic pattern?

In Marty's interpretive approach, what concept from psychoanalyst Carl Jung is used to explain why archetypal myths resonate with a universal human experience?

Which term does the chapter use as an umbrella designation for scholars who are concerned with meaning, including rhetoricians, humanists, and postmodernists?

What is the central question addressed by the branch of philosophy known as epistemology?

How does the scientific or objective view of truth differ from the interpretive view?

What term refers to the assumption that behavior is primarily caused by heredity and environment, a view often held by behavioral scientists?

In contrast to the scientific value of objectivity, critical interpreters highly value socially relevant research that seeks to achieve what goal for people?

According to University of Colorado professor Stan Deetz, what two priorities does every general communication theory have, with different theories placing emphasis on one over the other?

What is the primary purpose of a theory for a behavioral scientist like Glenn Sparks?

What does the term 'metatheory' refer to?

Why is it considered important to understand the differences between objective and interpretive scholarship?

The language used by theorists often reflects their stance on human nature. Which phrase is more characteristic of an interpretive scholar who believes in free will?

When analyzing the Clydesdale ad, Marty's interpretive approach notes the significance of the passage of time. How many years passed between the horse's departure and its reunion with the trainer?

What type of scholar is defined as studying 'the ways in which symbolic forms can be used to identify with people, or to persuade them toward a certain point of view'?

The objective approach to theory, as exemplified by Glenn, assumes that truth is singular and accessible through what means?

The worldview of interpretive scholars reflects the assumption that truth is often what?

Humanistic scholarship, a form of interpretive study, is primarily concerned with what?

Which of the following phrases from Marty's analysis of the Clydesdale ad reflects an interpretive focus on conscious choice and free will?

What is the primary frustration for a behavioral scientist when a theory's claims cannot be validated by an independent observer?

Why do most social scientists place a high value on objectivity?

What does Stan Deetz's concept of 'participation' in a communication theory refer to?

If a behavioral scientist and a rhetorical critic were designing coats, what would their products likely look like?

According to the chapter, why is classifying theories as either scientific or interpretive a useful exercise for students?

The chapter's Figure 2-1 plots theories on a continuum. What do the two ends of this continuum represent?

What is a key assumption of rhetorical theorist Michael Osborn's concept of 'depth responses,' which is mentioned in Marty's analysis?

For a scientist, validating a theory is a crucial step. What does this process typically involve?

In the debate over human nature, free-will purists are contrasted with what other group?

The chapter suggests that the separate worldviews of scientists and interpreters reflect contrasting assumptions on four key issues. Which of the following is NOT one of those four issues?

Which metaphor for theory, introduced in Chapter 1, is most favored by scientists who see theories as faithful representations of reality?

What does the chapter claim is the basic activity of a behavioral scientist?

The chapter points out that an interpretive scholar like Marty uses theory for what purpose in their work?

According to the chapter, why is human choice problematic for the behavioral scientist?

What is the term for data collected through direct observation?

A key reason it is important to understand the objective/interpretive distinction is that concentrations within the communication field often have a bias toward one or the other. Which sections of the book are mentioned as being proposed entirely by objective scholars?

Rhetorical critics are described as being successful when they accomplish what?

What does the term 'emancipation' mean in the context of critical interpretive scholarship?

According to the chapter, what is the relationship between theory and research in the scientific approach?

Which scholar is cited as framing the issue of theoretical values in terms of the two priorities of effectiveness and participation?

What is the interpretive scholar's view on the meaning of a text?

The chapter states that the objective-interpretive scale is numbered with five columns. According to the text, what does this 50-50 split in the placement of theories on the scale match?

What does James Anderson mean when he says, 'Truth is a struggle, not a status'?

According to the chapter, what is one reason the authors make a concerted effort to link a theory to its theorist?

The roots of humanism, an interpretive tradition, are threatened by what kind of view of human choice?

Critical interpreters insist that knowledge is never neutral and that researchers cannot avoid what?

When comparing and contrasting theories, what is one reason the chapter suggests this is more impressive than rote memorization?

What does the chapter suggest about the position of most communication theorists on the determinism versus free will debate?