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Reflections on Paradigm Change in Communication Theory and Research. By Denis McQuail

Reflections on Paradigm Change in Communication Theory and Research
By
DENIS MCQUAIL
University of Amsterdam
Introduction
The notion of “paradigm change” is open to discussion, lacking a precise formal definition. We can make do with a provisional and somewhat elastic view, seeing it as a fundamental change in the way of thinking about a phenomenon, affecting a central core of the subject and with wide implications not only for theorizing and research but for application to empirical reality. In the case of a scientific field, even a ramifying and loosely defined one such as communication, the change should be both enduring and widely recognized. It should also, in principle, be irreversible, although not, of course, precluding further change.
Certain other features of the communication field are also relevant. It is relatively young,
spanning a period of little more than three generations, and it has a rather high dependence (contingency) on the actual practice of communication (especially in public), and thus on external events and circumstances. The reference here is primarily to the technical means of communication and also the predominant applied purposes
of communication (informing, persuading, selling, entertaining, etc.). In both areas, there has been continuous change, now with accelerated speed, outpacing the leisured process of scholarly reflection.
The aim in this article is to give a preliminary assessment of the change s that have already been freely dubbed “paradigmatic.” Do they fit the definition given above? At what level and with what scope do they apply? Are we speaking of change in the singular, or in multiple terms? The questions are raised because the field of study has become increasingly fragmented, and the term paradigm change typically involves the assumption of a broad reference across a whole field. The sum of several disparate changes of thinking across a larger field does not amount to what is generally understood by the term. But we can approach the question at issue more manageably by dealing separately with a few main clusters of issues. Those that have received the most attention fall under the….
For complete article, see;
International Journal of Communication 7 (2013)

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