So this is something that has been bugging me for awhile. I had a conversation with a POI where I was asked if I see myself as a qualitative researcher or a critical one - he said his work focused on empirical methods so he was wondering how that would suit me.
I was confused. As an undergrad, most of the communications research I was aware of was quantitative methods - content analysis where researchers would "count" something in a broadcast, surveys of viewership and opinions, and so on. I knew about the early comm theory work of Paul Lazersfeld and others like Lippman and Lasswell. Then I went to an MA program at The New School and I learned about critical theory, and qualitative methodologies like ethnography and participant observation. The interdisciplinary nature of a media studies program brings in perspectives from sociology, literary criticism, art theory and anthropology (mostly because it is relatively new and doesn't have a lot of core work of its own). So I got to learn about the Frankfurt School and critical theorists like Theodore Adorno, Max Horkhiemer, Benjamin, Marcuse and of course Habermas.
Back to the conversation, my answer was some sort of compromise - I explained my experience and said I thought that qualitative, emperical methods could compliment critical theory and normative perspectives in research. After the conversation though I looked for a way to answer that question and so I found these two sources which I think will help out anyone who is looking for the right "fit" and unsure of the flavor of a department and it's faculty.
The Origins of Empirical Versus Critical Epistemology in American Communication by Dustin W. Supa
- this is a short overview of the relationship that Lazersfeld had with Adorno and the rift that's developed in communication research between the two approaches.
The Empirical Stance vs. The Critical Attitude by Darrell Patrick Rowbottom
this is more a supplementary piece about the philosophy behind those two perspectives and how dogmatic each are
so, keep in mind: as an undergrad you may be aware of the difference between quantitative and qualitative methods. BUT there are also epistemological differences ("how true is something we think is true and how do we know it") and very different attitudes between a normative or critical approach, and an empirical approach. If you want to go into Communications to do market research for advertising or political communication (along the lines of polisci stuff), it's likely that you will be using quantitative methods with a post-positivist epistemology. However if you want to work with communities to understand their communication and agenda, for instance, activists and social movement studies, then you may wind up doing qualitative work with a social constructivist mindset. And the critical approach is highly normative and very theory based so you will be using a lot of analyses based on things like class, gender and race.
If there's anything wrong with the above feel free to call me out!