What is the goal of an interpretive approach in communication studies?

The goal of an interpretive approach in communication studies is centered on gaining a deeper understanding of communication phenomena. This approach emphasizes the subjective and contextual aspects of communication, focusing on how individuals construct meaning through their interactions. Interpretive researchers aim to uncover the nuances of human experience and the complexities of meaning-making processes, often through qualitative methods such as interviews, focus groups, and ethnography.

Unlike approaches that seek to measure effectiveness or develop theories in a more empirical sense, the interpretive framework prioritizes context, culture, and individual perspectives. This depth of understanding is crucial for exploring how communication shapes and is shaped by social realities, thereby offering insights into the lived experiences of communicators.