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3 When Theory and Method Intertwine
Jill Yamasaki
Given the nature of interpretive/critical approaches to health communication research, it is not always possible, practical, or desirable to consider theory as distinct from methodology and representation. Theories exist in this context as explanatory concepts that are related but not unified and generated rather than extended, challenged, or confirmed. To that end, contemporary interpretive/critical scholarship often intertwines theory with method and combines findings with discussion in carefully crafted expressions (i.e. written, oral, and/or visual) that emphasize local knowledge, in‐depth understandings, and intersubjectivity. Despite these differences from theory‐driven (often post‐positivist) work, however, rigor, validity, and ethical considerations throughout the research process remain paramount.
In this chapter, I offer a brief introduction to four common theoretical frameworks that incorporate these tenets and help guide interpretive/critical health communication research. First, I present shared philosophical foundations underlying interpretive scholarship, followed by explanations of grounded theory, narrative theorizing, autoethnography, and rhetoric of health and medicine. None of these theoretical approaches or methods originated in health communication; however, they have been employed extensively in health contexts and by health communication scholars, many of whom have expanded, shaped, and/or strengthened them through health communication research.
Philosophical Foundations
Interpretive/critical scholars approach knowledge and the world in very different ways from post‐positivist theorists. Rather than engaging in a scientific search for universal explanations and causal relationships, interpretive/critical theorists instead seek in‐depth understandings of social life and lived experiences. For them, reality is subjective, multiple, and socially constructed, with participants creating, interpreting, and challenging shared meanings through communicative behavior. People build their own understandings from cultural norms, values, and beliefs, and these understandings then evolve and develop through interaction. Because we come to agreement about what is real intersubjectively, interpretive/critical scholarship does not measure the (in)accuracies of messages against an objective reality; instead, researchers embrace their own subjectivity and acknowledge that they are “interpreting others’ interpretations” (Zoller and Kline 2008, p. 93). In this double hermeneutic (Giddens 1984), interpretive/critical scholars seek to understand socially constructed realities and, in doing so, contribute to them, as well. While interpretive scholars strive for thick description of a particular context, critical scholars examine how communication in health contexts creates, reproduces, or challenges dominant power relations and ideologies (Zoller and Kline 2008).
Miller (2005) distinguished between theories that (i) examine general processes of meaning construction for consideration across situational boundaries and (ii) seek to understand local and emergent communication phenomena in specific situations and contexts (see also Dutta and Zoller 2008). Some of these theories are discussed elsewhere in this book (see, for example, Chapters 4, 5, 13, and 14). Regardless, interpretive/critical research is often viewed as “an ongoing process in which there is a continual intertwining – even a blurring – of data collection, analysis, and theorizing”
