Abstract
The article contends that communication scholars' most influential work is often not identifiably "communication" research. This phenomenon is a result of: (a) theory, which emphasizes message effects rather than message content, and (b) method, which has failed to provide valid, detailed, and shared methods for the quantitative examination of message content. It is suggested that a stronger focus on message content is required if communication is to maintain a disciplinary identity and a unique disciplinary contribution.
Original language | English (US) |
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Pages (from-to) | 295-298 |
Number of pages | 4 |
Journal | Journal of Applied Communication Research |
Volume | 38 |
Issue number | 3 |
DOIs | |
State | Published - 2010 |
Keywords
- Communication
- Message Content
- Message Effects
- Method
- Theory
ASJC Scopus subject areas
- Communication
- Language and Linguistics