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Indeed, the heavy reliance on research methods in the field of communication pays tribute to the legacy of cognitivism, because most methods used in cross-cultural and comparative studies tend to confine cultural phenomena to static predefined categories. It is argued that cognitivist communication models cannot ultimately be separated from an ideological view of human agency as prone to passive reception and susceptible to persuasion and manipulation. Understanding these ideological underpinnings implies being attentive to Foucault\u2019s interrogation of transcendental universalism through a Kantian-inspired exploration of the conditions for the possibility of experience and a Nietzschian-inspired genealogy that emphasises knowledge as produced and maintained by technologies of power. <\/jats:p>","DOI":"10.1177\/1748048516655720","type":"journal-article","created":{"date-parts":[[2016,6,29]],"date-time":"2016-06-29T04:05:10Z","timestamp":1467173110000},"page":"663-668","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":1,"title":["Whither culture? On the predominance of cognitivism in media and communication studies"],"prefix":"10.1177","volume":"78","author":[{"given":"Cl\u00e1udia","family":"\u00c1lvares","sequence":"first","affiliation":[{"name":"School of Communication, Arts, Arquitecture and Information Technologies (ECATI), Universidade Lus\u00f3fona, Portugal"}]}],"member":"179","published-online":{"date-parts":[[2016,7,27]]},"reference":[{"doi-asserted-by":"publisher","key":"bibr1-1748048516655720","DOI":"10.4135\/9781446221822.n1"},{"volume-title":"Social Foundations of Thought and Action: A Social Cognitive Theory","year":"1986","author":"Bandura A","key":"bibr2-1748048516655720"},{"key":"bibr3-1748048516655720","first-page":"11","volume-title":"In: Carey J (rev. ed.) 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