Theory & Hypotheses (commres-theory-building)

At CR a result is not a contribution until it is attached to a testable communication mechanism. This skill turns an idea into theory: precise constructs, an explicit process, and numbered hypotheses that the design will test. CR is a hypothetico-deductive journal — a paper that documents an effect without a tested mechanism rarely clears the bar.

When to trigger

• The empirics are strong but the "so what / why" is thin
• A reviewer said the paper is "atheoretical," "ad hoc," or "just a main effect"
• You need to state constructs, mechanisms, and predictions explicitly before collecting data
• Connecting your work to (or extending) an established communication theory

Build the argument (theory → mechanism → hypotheses)

1. Concept. Define the key constructs precisely (e.g., exposure, framing, presence, perceived norms); distinguish each from its near neighbors so measurement is unambiguous.
2. Mechanism. State the communication process: who sends/receives what, through which channel, with what cognitive/affective/social step that produces the outcome. This is the mediator.
3. Boundary conditions. Name the moderators — which audiences, messages, and contexts strengthen or reverse the effect. CR rewards "for whom / when," not just "whether."
4. Hypotheses. Translate the mechanism into explicit, numbered hypotheses (and research questions where theory is thin): H1 (effect), H2 (mediation path), H3 (moderation). These become the tests in commres-research-design and commres-data-analysis.

The mediation/moderation core (CR-specific)

CR is the home of process models — message → mediator → outcome, conditioned by moderators. State the causal ordering the model assumes and how the design licenses it: a mediator measured on the same cross-sectional wave as the outcome cannot carry a causal-process claim (defer the temporal warrant to design). Pre-specify the indirect-effect test; do not fit a PROCESS model post hoc and narrate it as theory.

The theory-contribution bar at CR (calibration anchor, hedged)

A common substantive rejection is "theory cited but not advanced." Citing a theory is not moving it. Calibrate where a paper sits:

Level	What the paper does to theory	CR verdict (typical)
Applies	uses an existing framing/priming/cultivation account as-is	rarely enough alone
Extends	adds a moderator/boundary condition to a known effect	competitive if consequential
Specifies	opens a mediating process a prior account left as a black box	strong fit
Adjudicates	pits two mechanisms and lets the data choose	high-end contribution

The bar is the tested theoretical move, not the method. A heuristic, not an editorial rule.

Reviewer-pushback patterns and the theory-level fix

Referee comment	Underlying gap	Fix at the argument stage
"Theory cited but not advanced"	applies, does not extend	name the boundary or black box the study opens
"Effect without a mechanism"	no mediator	state the cognitive/affective/social step and a mediation hypothesis
"Why doesn't this travel?"	boundary conditions absent	specify moderators where the effect holds and breaks
"Construct slippage"	measured thing isn't the construct	re-anchor the definition; split from neighbors; revisit the scale
"HARKing suspected"	hypotheses look post hoc	preregister; present theory before results, RQs where theory is thin

Worked micro-example: from effect to mechanism (illustrative)

A study finds gain-framed vaccine messages raise intention more than loss-framed ones — a bare effect. Lifted to a CR argument: framing shifts perceived response-efficacy (mediator, H2), which raises intention (H1); the path is stronger for low-prior-knowledge audiences (moderator, H3). The constructs are defined and distinguished from "perceived threat," the indirect effect is pre-specified with bootstrap CIs, and the moderator gives a "for whom" — a portable, tested mechanism rather than a re-documented framing effect.

Anti-patterns

• "Hypothesizing after results are known" (HARKing) — state hypotheses before tests; preregister
• A main effect with no mediator/moderator — CR wants the process and the boundary
• Mechanisms named but never made into a testable, numbered hypothesis
• Universal claims with no boundary conditions (which audiences? which messages? which contexts?)
• A PROCESS model whose causal ordering the design cannot support

Output format

【Core claim】one sentence
【Mechanism】the communication process (the mediator)
【Constructs】defined + distinguished from neighbors
【Hypotheses】H1 (effect) / H2 (mediation) / H3 (moderation) → research-design
【Boundary conditions】which audiences / messages / contexts
【Causal-ordering warrant】how the design licenses the process claim
【Next】commres-research-design

Supplementary resources

• ../../resources/external_tools.md — measurement, SEM, and mediation/PROCESS tooling
• ../../resources/official-source-map.md — CR scope and contribution expectations