Topic 2

THEORY
© 2019 MohdKhairie/SCCA1023/191/2-1
Topic Learning Outcomes

i. Describe theory characteristics.

ii. Explain the link between theory, model and
concept.
iii. Explain the functions of a theory.

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 What is Theory?

Any attempt to explain (or

represent) an experience... A
scholar’s work involves studying a
particular kind of experience with a
keen eye.
(Littlejohn, 2002)

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 What is Theory?

The formation of a theory is not just the

discovery of a hidden fact, the theory is a
way of looking at the facts of organising
and representing them.
(Kaplan, 1964 )

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 What is Theory?

A theory is a way of seeing and

thinking about the world.
(Deetz, 2009)

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 What is Theory?

“… a formalised extension of
everyday sense-making and
problem solving“
(Craig & Muller, 2007)

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 What is Theory?

A theory is a set of principles or

propositions (statement of facts) that
collectively serve to explain or make
sense of a phenomenon.

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 Level of Theory
• Theories that attempt to explain all
Grand of the communication
Theory phenomenon.

Mid- • A theory that attempts to explain a

Range specified aspects of a
communication phenomenon.
Theory
• A theory that attempts to explain a
Narrow very limited aspects of a
Theory communication phenomenon.

© 2019 MohdKhairie/SCCA1023/191/2-8
 The Functions of Theory
Organising
Focusing
Change

Clarity
Control

Observation
Heuristic

Predictive

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 Criteria of Good Theory
SCOPE: How much does the theory describe and explain.
APPROPRIATNESS: Logical consistency between theory
and assumption.
TESTABILITY: It is testable.
VALIDITY: There is truth value.
HEURISTIC VALUE: Ability to generate new ideas.
PARSIMONY: Logical simplicity.
OPENNESS: Open to other possibilities.

© 2019 MohdKhairie/SCCA1023/191/2-10
 Summary

What have you learned?

 Theory is a set of explanation of phenomena.

 Theory build based on empirical & systematic process.
 Three level of theory: grand, mid-range & narrow.
 Theory functions: create knowledge & practicality.
 Good theory provides understanding & applicable.

© 2019 MohdKhairie/SCCA1023/191/2-11