从概念阐释到数据解读: 传播学实证研究方法科学性简介

本章以 “代表性” 这个核心概念为框架对传播学实证研究范式的科学性进行阐释。论述从三个主要环节展开：首先是概念化定义与操作性定义如何呼应，即概念效度、标准效度及内容效度等规范如何在概念测量中发挥作用。其次是样本和整体的关系，在分析概率抽样各种局限性的基础上，对抽样中存在的系统误差和随机误差的特征与影响进行了归纳梳理。针对数据解读，就如何根据科学标准、社会知识标准和学术立场标准来判定数据和现实的关系，提供了参考架构。最后，本章简要介绍传播学实证研究方法科学性的哲学基础，并讨论实证研究中出现的一些制约因素。

This chapter proposes an approach characterized by “representation” to understanding empirical thinking in communication research. It focuses on three issues of major concern and confusion: The issue of concept explication centers on varieties of validity and their theoretical roles; the issue of sample-population connection deals with problems arising from constraints imposed by systematic and random error; and the issue of data interpretation is examined through criteria of science, social implications, and researchers’ academic positions. In the concluding section, this chapter briefly describes the philosophical foundation of empirical research, while critically evaluating some typical constraints imposed on empirical research in mass communication.