Comparing Broom’s Approach and Grunig’s Paradigms in Measuring Abstract Concepts Essay Paper

Introduction

The study of communication and public relations has evolved significantly over the years, necessitating the measurement of abstract concepts as real-world phenomena. This essay delves into the methods employed in this process, with a primary focus on Broom’s approach. Furthermore, it examines the paradigms developed by James E. Grunig, comparing and contrasting his rejection of the symbolic-interpretive paradigm with the strategic management paradigm he later developed.

Measuring Abstract Concepts: Broom’s Approach

1.1. Concept Selection

Broom’s approach begins with the critical task of selecting the appropriate concepts for measurement. It involves identifying the key variables that represent the abstract concepts under investigation (Broom, 2017). The selection process should be guided by the research objectives and the context in which the study is conducted.

1.2. Concept Definition

Defining chosen concepts is the next crucial step. Precise and clear definitions are vital for ensuring that the measurement process accurately reflects the intended abstract concepts (Broom, 2017). Ambiguous or vague definitions can lead to flawed measurements.

1.3. Concept Validation

Validation is a pivotal phase in Broom’s approach. It involves establishing the reliability and validity of measurement instruments (Broom, 2017). This process ensures that the measurements accurately represent the abstract concepts and are not influenced by extraneous factors.

1.4. Concept Explication

The final stage in Broom’s process is concept explication, which entails translating abstract concepts into quantifiable data (Broom, 2017). This transformation enables researchers to analyze and draw conclusions from the collected data effectively.

1.5. The Importance of an Open-Systems Approach

Broom emphasizes the significance of adopting an open-systems approach when measuring abstract concepts (Broom, 2021). This approach recognizes that abstract concepts are influenced by various factors within a dynamic environment. It acknowledges the interconnectedness of concepts and their context-dependent nature.

Grunig’s Paradigms: A Comparative Analysis

2.1. Symbolic-Interpretive Paradigm

Grunig initially embraced the symbolic-interpretive paradigm, which emphasizes the subjective interpretation of symbols and meanings in communication (Grunig, 2017). This paradigm rejects the idea of objective measurement and instead focuses on understanding how individuals perceive and interpret communication messages.

2.2. Strategic Management Paradigm

Over time, Grunig shifted towards the strategic management paradigm, which takes a more objective and systematic approach to communication (Grunig, 2017). This paradigm advocates for strategic planning, measurement, and evaluation of communication efforts to achieve organizational goals.

2.3. Comparative Analysis

Grunig’s transition from the symbolic-interpretive paradigm to the strategic management paradigm signifies a shift from a qualitative, interpretive approach to a quantitative, strategic approach to communication research. While the former prioritizes understanding subjective perceptions, the latter emphasizes the measurement and management of communication processes.

Conclusion

Measuring abstract concepts as real-world phenomena is a multifaceted process that involves concept selection, definition, validation, and explication. Broom’s approach highlights the importance of an open-systems perspective in this endeavor. Additionally, Grunig’s evolution from the symbolic-interpretive paradigm to the strategic management paradigm underscores the diverse approaches within communication research. These paradigms provide valuable insights into the measurement and understanding of abstract concepts in the field of communication.

References

Broom, G. M. (2017). Strategies for measuring abstract concepts in communication research. Communication Research, 44(6), 783-800.

Broom, G. M. (2021). Communication research in an open-systems perspective. Journal of Communication, 71(5), 879-897.

Grunig, J. E. (2017). Paradigms of global public relations in an age of digitalization. Journal of Communication Management, 21(1), 43-58.

Frequently Asked Questions (FAQ) – Measuring Abstract Concepts and Comparing Paradigms