Theory Key Names
Annotated list of scholars and terms, from the Instructors Manual and margin notes in the text
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Chapter 2—Talk About Theory
- Behavioral scientist
- A scholar who applies the scientific method to describe, predict, and explain recurring forms of human behavior.
- A scholar who studies the ways in which symbolic forms can be used to identify with people, or to persuade them toward a certain point of view.
- Objective approach
- The assumption that truth is singular and is accessible through unbiased sensory observation; committed to uncovering cause-and-effect relationships.
- Resonance principle of communication
- Tony Schwatz’s idea that successful persuasion messages evoke past experiences that resonate with a person’s thoughts or feelings.
- Birth-death-rebirth cycle
- One of the archetypes or mini-dramas that Carl Jung claimed is deep within the mental makeup of all humans; the collective unconscious.
- Humanistic scholarship
- Study of what it’s like to be another person, in a specific time and place; assumes there are few important panhuman similarities.
- The study of the origin, nature, method, and limits of knowledge.
- The assumption that behavior is caused by heredity and environment.
- Empirical evidence
- Data collected through direct observation.
- Stanley Deetz
- Communication scholar from the University of Colorado who believes that every general communication theory has two priorities—effectiveness and participation. His theory of organizational communication is featured in Chapter 21.
- Liberation from any form of political, economic, racial, religious, or sexual oppression; empowerment.
- Theory about theory; the stated or inherent assumptions made when creating a theory.
You can access the Key Names for a particular chapter in several ways:
- Switch to View by Theory, then select the desired theory/chapter from the drop-down list at the top of the page. Look in the list of available resources.
- To quickly find a theory by chapter number, use the Table of Contents and link from there. It will take you directly to the theory with available options highlighted.
- You can also use the Theory List, which will take you directly to the theory with available options highlighted.
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