oa Communicare : Journal for Communication Sciences in Southern Africa - Science as effective social communication: subjectivity and a "possible world of common-sense reality"
Social scientists have by and large alienated the rest of society from science, and in this process have removed themselves from the daily mundane matters and demands of social life, through the theoretical objectification of society. People constituting society, on the other hand, are subjectively engaged in everyday social life. In its application of objective theory, science fails to share meaning with human beings who find meaning in terms of subjective experience. This article pursues the notion that perception plays a crucial part in communication; that perception is shaped by experience; and that experience is historically and situationally specific. Objective theory, being a deliberate attempt to transcend specific instances of subjective experiences both in time and place, is incompatible with the contingency inherent in subjective experience. In trying to say too much by encompassing too much of mankind, objective theory has very little to say to people in real situations.
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