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| Theories explain data, Theories predict future events, Relative simplicity, Hypotheses that can be tested, Practical utility |
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| 1) New understanding of people, 2) Clarification of values, 3) Aesthetic appeal, 4) Community of agreement, 5) Reform of society |
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| a set of systematic, informed hunches about the way things work |
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| The relational process of creating and interpreting messages that elicit a response |
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| a record of a message that can be analyzed by others, like a book, film or photograph |
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| A scholar who applies the scientific method to describe, predict and explain recurring forms of human behavior |
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| 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. |
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| The assumption that truth is singular and is accessible through unbiased sensory observation, committed to uncovering cause-and-effect relationships |
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| Perceived competence and trustworthiness of a speaker or writer that affects how the message is received. |
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| A perceived role relationship that affects self-image and attitudes, based on attractiveness of the role model and sustained if the relationship remains. |
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| The linguistic work of assigning meaning or value to communicative texts; assumes that multiple meanings or truths are possible. |
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