Chapter 3
Paradigms and
Communication
Theory
Paradigms and Communication Theory
Paradigm Shift (see discussion of Kuhn, Ch. 2)
 Paradigm:
 Metatheory:
 Theoretical Perspective

Paradigm
Paradigm
Theory Type
Theory
Paradigm
Theory Type Theory Type
Theory
Theory
Metatheoretical Assumptions

Ontology
 Nature
of reality
 Human nature, etc.

Epistemology
 How
is knowledge gained
 How does knowledge “accumulate” etc.

Axiology
The Subjective-Objective Dimension
Ontology/
Epistemology
Subjective
Objective
(Source: Burrell and Morgan, 1979: 3)
http://www.emeraldinsight.com/fig/1600110302002.png
The Subjective-Objective Dimension
The subjectivist
approach to
social science
The objectivist
approach to
social science
Nominalism
ontology
Realism
Voluntarism
human nature
Determinism
Anti-positivism
epistemology
Positivism
Ideographic
methodology
Nomothetic
(Source: Burrell and Morgan, 1979: 3)
Scientific key words






CauseEffect, influence, affect, lead to
Factors, variables
Predict
Generalizable
Analytic/reductionistic
Quantitative (or qualitative)
Humanistic key words
Contextual
 Interpretive
 Social construction
 Holistic
 Subjective
 Qualitative (usually)

The Social Change/Status Quo Dimension
Radical Social Change
Axiology
Regulation/Status Quo/Observation
(Source: Burrell and Morgan, 1979: 3)
Critical key words







Power (struggles, etc.)
Production and reproduction of social
structures (like sexism, racism, classism)
Empowerment, emancipation, resistence
Social relations
Ideology, hegemony
Social change
Qualitative or quantitative
Four Paradigms for Social Analysis
THE SOCIOLOGY OF RADICAL CHANGE
‘Radical
humanist’
‘Radical
structuralist’
SUBJECTIVE
OBJECTIVE
‘Interpretive’
‘Functionalist’
THE SOCIOLOGY OF REGULATION
(Source: Burrell and Morgan, 1979: 22)
But usually only 3 in communication!
RADICAL CHANGE
CRITICAL:
Social change
OBJECTIVE
SUBJECTIVE
HUMANISTIC:
Observe/
Interpret
SCIENTIFIC:
Predict/
Control
REGULATION
(Source: Burrell and
Morgan, 1979: 22)
Building Communication Theory
Chapter 3
Two debates in “Communication”
1977: Laws, Rules Systems
 1983: Scientific, Humanistic, Critical
 Today’s debates?
 What would you find at a communication
conference today?
 What do you find in the School of
Communication at Illinios State University?
