| Abstract: | SUMMARY This article sets out to show that and how the researcher's theoretical approach, that is, the view of communication that derives from his/her ontological, anthropological and epistemological assumptions, determines decisions concerning research design and the application of the findings. Two contrasting theoretical approaches, viz. functionalism and phenomenology, are discussed and the consequences of their assumptions for the execution of research illustrated with reference to two empirical studies. The most important issue arising from their contrary positions concerns the truthfulness of research findings. While phenomenologists maintain that findings must be validated by respondents' agreement that their experience of reality has been truthfully expressed, functionalists argue that research must produce general patterns that may be presented by means of predetermined categories. It is finally suggested that the ongoing debate concerning suitable theoretical approaches is of vital importance to researchers since it highlights their ethical responsibility. |
