Social Scientific and Interpretive Traditions in International Communication Research and Practice Kent Wilkinson Regents Professor in Hispanic and International Communication – Texas Tech University Universidad de Navarra Lecture – Day One, April 12, 2010
A different development paradigm emerged from the NWICO conflicts--neither recreating or excluding the West is possible. Societies must implement changes on their own terms, at their own pace, using as many local resources as possible, and involving their own people.
Paolo Freire’s Pedagogy of the Oppressed argues that education must accommodate objects, concepts, values etc. that are familiar to learners. Freire challenges the “banking metaphor” suggesting that knowledge can be deposited in people.
First asks how meaning is created rather than what the meaning is .
Instead of asking what meaning is conveyed by a word, image, etc. semiotics examines the mechanics of how they communicate—an effort to develop a more scientific, methodological approach to the analysis of “texts.”
A word’s meaning derives from its difference from other words in the sign system of language.