GROUP 6

INTERPRETIVE APPROACH
Understand & Describe cultural behavior in one
community from within
C U LT U R E I S
C R E AT E D A N D
M A I N TA I N E D B Y
C O M M U N I C AT I O N
ETIC
• From “Phonetic”

• Study culture
objectively from the
OUTSIDER’S EMIC
perspective
• From “Phonemic”

• Understanding a
phenomena subjectively,
from WITHIN a particular
cultural context
INTERPRETIVE
RESEARCH
PROCEDURES
• Derived from:
Anthropology &
Linguistics

• Field Studies

• Participant Observation

• Rhetorical Approach
Examples/Application
R E S T O R AT I V E
RHETORIC
• Expression of Sorrow

• Assessment of Crisis

• Delegation of
Responsibility

• Declaration of healing
& forgiveness

• Rebuilding the Vision

AFROCENTRICITY

• Common Origin of Struggle

• Resistance to European
Practices

• Traditional Values of
Humaneness

• African way of Interpretation

• Orientation toward
Communalism
ASIACENTRIC

• Circularity

• Harmony

• Others First

• Reciprocity

• Relationality
A S I A N C O M M U N I C AT I O N P R O C E S S

• We remind ourselves of the interdependence and

interrelatedness of the universe

• We reduce our selfishness and egocentrism

• We feel the joy and suffering of all beings

• We moralize and harmonize the universe

 STRENGTH
• PROVIDES AN IN DEPTH
UNDERSTANDING OF
COMMUNICATION
PATTERNS IN COMMUNITIES

L I M I TAT I O N

• FEW INTERPRETIVIST
STUDIES OF INTERCULTURAL
COMMUNICATION
 INTERPRETIVE

• Emphasize using language

to describe human behavior

• Understanding interpretive
SOCIAL SCIENTIFIC approaches is important
understanding how news is
• Emphasizes Statistical
reported, how information
Measures is transferred, and how most
people make decisions
• Understanding
quantitative approaches is
critical to analyzing data
and statistics
FOUNDATION OF DISCIPLINE

ANTHROPOLOGY/SOCIOLINGUISTICS
RESEARCH GOAL

U N D E R S TA N D A N D D E S C R I B E H U M A N
B E H A V I O R , S U B J E C T I V E LY
ASSUMPTION OF REALITY

SUBJECTIVE
ASSUMPTION OF HUMAN BEHAVIOR
C R E AT I V E & V O L U N TA R Y
METHOD OF STUDY

PA R T I C I PA N T O B S E R V AT I O N , F I E L D S T U D Y
R E L A T I O N S H I P C U LT U R E O F C O M M U N I C A T I O N
C U LT U R E C R E AT E D A N D M A I N TA I N E D T H R O U G H C O M M U N I C AT I O N
CONTRIBUTION OF THE APPROACH
E M P H A S I Z E S T H AT C O M M U N I C AT I O N , C U LT U R E , A N D
C U LT U R A L D I F F E R E N C E S S H O U L D B E S T U D I E D I N C O N T E X T
tnx