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Document (4) Research Theory Construction

The document discusses the role of theory in research, highlighting its importance in providing frameworks, explaining phenomena, predicting outcomes, informing practice, and refining knowledge. It contrasts quantitative and qualitative research approaches, detailing their purposes, data collection methods, and theory development processes. Additionally, it addresses contemporary challenges in theory construction, emphasizing the need for flexibility and creativity in researching digital and social media.

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20 views2 pages

Document (4) Research Theory Construction

The document discusses the role of theory in research, highlighting its importance in providing frameworks, explaining phenomena, predicting outcomes, informing practice, and refining knowledge. It contrasts quantitative and qualitative research approaches, detailing their purposes, data collection methods, and theory development processes. Additionally, it addresses contemporary challenges in theory construction, emphasizing the need for flexibility and creativity in researching digital and social media.

Uploaded by

maharhaseeb7172
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Theory construction

1. Role of Theory in Research

• Provides a Framework: Helps organize and interpret data.


Example: Agenda-Setting Theory helps analyze media's effect on public
opinion.
• Explains Phenomena: Clarifies why and how behaviors/patterns occur.
Example: Cultivation Theory explains how media shapes perceptions.
• Predicts Outcomes: Enables forecasting of future behaviors/events.
Example: Emotional Resonance Theory predicts which campaigns might go
viral.
• Informs Practice: Offers practical insights for real-world application.
Example: Agenda-setting helps in designing media campaigns.
• Refines Knowledge: Theories evolve over time, improving understanding.
Example: Media effect theories now include social/digital media impacts.

A. Key Differences:

Aspect Quantitative Research Qualitative Research


Purpose Test/validate theories Develop/explore new theories
Role of Theory Pre-existing theory used Theory emerges from data
Data Collection Structured (e.g., surveys) Unstructured (e.g., interviews)
Data Analysis Statistical Thematic
Theory Development Confirm/refine theory Generate new theory

B. Examples:

• Quantitative Research Example:


o Problem: Why do people share unverified info from untrusted
sources?
o Theory: Uses & Gratifications + Media Literacy
o Method: Survey (500 participants), Statistical tests
o Outcome: Confirms/refines theory
• Qualitative Research Example:
o Problem: How do people experience social media addiction?
o Theory: Emerges from data
o Method: In-depth interviews (20 participants), Thematic analysis
o Outcome: Development of new "Social Media Addiction Framework"

3. Strengths and Limitations

• Quantitative: Best for testing, measurement, generalization


• Qualitative: Best for exploring depth, context, and complexity

4. When to Use Each Approach

• Choose based on research question, nature of the topic, and goals.

5. Contemporary Challenges in Theory Construction

• Lack of Conceptual Frameworks: Difficulty defining new terms (e.g.,


"digital intimacy")
• Technological Obsolescence: Rapid platform changes (e.g., TikTok vs.
Facebook)
• Data Overload & Method Uncertainty: Massive unstructured data with no
clear analytical guidelines
• Ethical Gray Areas: Issues like privacy, consent in digital research
• Measurement Validity: Challenges in defining/measuring new variables
(e.g., engagement)
• Interdisciplinary Tensions: Clashes in methods/theories across fields (e.g.,
communication vs. computer science)
• Cultural Norms & Misinterpretation: Risk of misunderstanding digital
subcultures (e.g., memes, crypto)
• Publishing Hurdles: Pressure to fit into traditional frameworks despite
emerging topics

6. Key Takeaway

• Research in digital/social media needs flexibility, interdisciplinarity, and


creativity.
• Absence of existing theory is not a weakness—it’s a chance to create new
frameworks.

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