A Difference We Can Call Our Own

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.

Keywords:

• Communication
• Message Content
• Message Effects
• Theory
• Method

Notes

1. This essay is part of a joint Communication Monographs and Journal of Applied Communication Research special project titled, “Has Communication Research Made a Difference?” The other responses to the joint forum can be found in Communication Monographs, Volume 77, Issue 4 and the Journal of Applied Communication Research, Volume 38, Issue 3.

Additional information

Notes on contributors

Jake Harwood

Jake Harwood is a Professor in the Department of Communication at the University of Arizona