Introducing Communication Research: Paths of Inquiry
SAGE Journal Articles
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Learning Objective: 3 Ps of model research
How does the article support the Learning Objective? Discusses role of peer persuasion through a discussion of subjectivity and bias and how credibility is determined
Summary: Scholars trained in positivist traditions (with goals of objective research) sometimes see subjective research as biased research. Through this analysis of existing research, the authors attempt to understand how bias has been understood by qualitative scholars.
Learning Objective: Identify questions that might be asked about advertising content
How does the article support the Learning Objective? The authors, through a survey, determine factors that influence magazine readers’ engagement with ads in that magazine.
Summary: Through a lens of Uses and Gratifications Theory in a survey of over 500 female college students in S. Korea, the authors determine that personal experience directly relates to advertising engagement.