4 CATEGORIES OF

COMMUNICATION
THEORY
  These categories differ in:

1. Their goals

Defining the 2. Their view of the nature of reality, what is knowable – their
Categories of ontology.
Communication 3. Their view of how knowledge is created and expanded – their
Theory epistemology.

4. The view of the proper role of values in research and theory

building – their axology.
 POSTPOSITIVIST THEORY
DEFINITION GOAL ONTOLOGY EPISTEMOLOGY AXIOLOGY

Based on empirical Explanation, - It accepts that the - Knowledge is - The objective

observation guided prediction and world, even the advanced through inherent in the

POSTPOSITIVIST
by the scientific control social world, exist systematic, logical application of the
method, but apart from our search for regularities scientific method
THEORY
recognizes that perceptions of it. and causal keeps researchers’
humans and human - Human behavior is relationships and theorists’ values
behavior are not as sufficiently employing the out of the search for
constant as elements predictable to be scientific method. knowledge.
of the physical world. studied
systematically.
 HERMENEUTIC THEORY (INTERPRETIVE THEORY)
DEFINITION GOAL ONTOLOGY EPISTEMOLOGY AXIOLOGY

Study of To understand how - There is no truly - Knowledge is - Embraces, rather

understanding and why that “real”, measurable specific to the than limits, the

POSTPOSITIVIST
especially through behavior occurs in social reality. interaction of the influence of
the systematic the social world. - People construct knower and the researchers and
THEORY
interpretation of an image of reality known. theorist values.
actions or texts. based in their own
preferences and
their interactions
with others.
 CRITICAL THEORY
DEFINITION GOAL ONTOLOGY EPISTEMOLOGY AXIOLOGY

Theory seeking To gain knowledge of - What is real, what - Knowledge is - Assumes that by
emancipation and that social world so is knowable in the advanced only when reorganizing

POSTPOSITIVIST
change in a dominant they can change it. social world is the it serves to free society, we can
social order product of the people and give priority to
THEORY interaction communities from the most
between structure the influence of those important values.
and agency. more powerful than - Aggressively
themselves. value-laden
 NORMATIVE THEORY
DEFINITION GOAL ONTOLOGY EPISTEMOLOGY AXIOLOGY

Theory explaining Set an ideal standard - What is real, what - We can only judge - Value-laden
how a media system against which the is knowable in the the worth of a given - There is an ideal

POSTPOSITIVIST
should operate in operations of a given
order to conform to media system can be
THEORY
or realize a set of judged.
ideal social values. It explains how a
media system should
operate in order to
conform or realize a
set of ideal social
values.
social world a bout media system in mode of operation
a media system is comparison to the based in the
real and knowable ideal espoused by the values of the
only for the particular social social system.
specific social system in which it
system in which operates.
that system exists.