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COMMUNICATION THEORY ● As a social activity, done within

WHAT IS THEORY communities of scholarship that


● system of ways of looking at things share a way of knowing
● a set of related propositions used to and a set of common practices.
classify and explain aspects of the BODIES OF THEORY
universe in which we live(Littlejohn, (Littlejohn, 1999, p. 30)
1999, p. 21) ● Theories Change due to Particular
HOW THEORY IS CREATED? Periods
● Consist of CONCEPTS, which ● Incremental growth - a process of
categories of things identified with a adding new theories
term ● Developmental Growth - a process of
● PROPOSITIONS are building blocks elaborating or improving existing
of theory, but no proposition by theories
itself makes a theory. ● Economical Development- standard
● An organized set of propositions that theories emerge as the 'canon' of the
together form a way of explaining or community
understanding something. ● Revolution (Kuhn, 1970)- critics
WHAT MAKES A GOOD THEORY? have shown the standard theories to
(Brinberg & McGrath, 1985) be lacking in some fundamental way,
● FIT -the degree to which the or it happens because society itself
categories and relations in a theory changes, new trends emerge , and
explain our experience of events. old ideas no longer look very
● Utility -the circular relation between appealing.
theory and practice, when it is FUNCTIONS OF THEORY
relatively predictable ,then the (Littlejohn, 1999, p. 30)
theory is showing sustained utility. ● help us organize and summarize
WHAT MAKES A GOOD THEORY? knowledge
The creation and development of theory is a ● help us focus on important things
human social activity (Krippendorf, 1993). ● help clarify what is observed
● As human activity, it is subjectively ● tell us how to look, how to observe
determined (create it, test it, and ● help us predict
evaluate it)
HOW TO EVALUATE THEORIES Parsimony-involves logical simplicity.
(Littlejohn, 1999, p. 30) ● If two theories are equally valid,the
● How far does the theory allow me to one with the simplest logical
generalize? explanation is better.
● In what realms of life is theory Openness-theories can be judged according
appropriate? to their openness. This criterion is
● Does the theory stimulate me to especially important in the practical
think of interesting questions? paradigm. It means that a theory is open to
● Does the theory seem to fit my other
experience? possibilities.
● Is the theory open to improvement ● tentative, contextual, and qualified.
and change? The theorist recognizes that his
● Does the theory say a lot in a simple construction is a way of looking
and logical way? rather than a reproduction of reality.
Theoretical Scope-A theory’s scope is its Communication Study: Fruit of Several
comprehensiveness or inclusiveness. Disciplines
● relies on the principle of generality Wilbur Schramm is considered the
or the idea that a theory’s founder of the field of Communication
explanation must be sufficiently Studies.
general to extend beyond a single ● the first individual to identify
observation. himself as a communication scholar
Appropriateness-theory’s epistemological, ● also emphasized the beginnings of
ontological, and axiological assumptions communication study from Europe
appropriate for the theoretical questions to America. Schools of Thought that
addressed and the research methods used? enrich the field were given emphasis
Heuristic Value-Will the theory generate 1. Communication as a field of study
new ideas for research and additional originated in Europe. During the rise
theory? Does it have heuristic value? of Hitler an intellectual migration
Theories within the nomothetic and was experienced that forced scholar
practical ideals differ significantly in this to move from Europe to America.
regard. 2. Existing histories and theories of
Validity-is the truth value of a theory. communication were focused on the
● Validity as a criterion of theory has history of North America and
at least three meanings. Europe.
3. There are limited studies to communication.
document the effects of media. Most What is Communication Theory?
of the studies are focused on refers to single theory, or it can be used to
propaganda, systems theory and designate the collective wisdom found in the
development communication. entire body of theories related to
4. There is a distinct history of communication
communication from journalism, BASIC MODEL OF INQUIRY
film studies, speech/rhetoric, and
cultural studies. On the other hand,
communication study through its
history is clearer now should be
taught to college students to have
deeper understanding of

COMMUNICATION THEORY AS A using a constitutive metamodel of


FIELD communication that opens up a conceptual
ROBERT CRAIG-In 1995 Robert T. Craig space in diverse first-order models can
and Karen Tracy published interact.
"Grounded Practical Theory: The case of
Intellectual Roots of Incoherence-explained by
Discussion" communication theories multidisciplinary
● Craig and Tracy argue that the origins and by the particular ways in which
communication discipline has been communication scholars have used and
dominated by scientific theory which too often mis-used the intellectual fruits
is concerned with what is, while that continue to pour from this
normative theories are centrally multidisciplinary horn of plenty.
concerned with what ought to be. Communication theory is not yet a coherent
This neglect of normative theories field but has the potential to become a
"limits the practical usefulness of dialogical-dialectical field based on two
communication studies. principles:
-Communication theory is enormously rich (a) a constitutive metamodel of
in the range of ideas that fall within its communication, and
nominal scope, and new theoretical work on (b) a conception of communication theory
communication that has recently been as meta discursive practice within a
flourishing. practical discipline. To see where this
-Communication theory is enormously rich approach might take us, I will sketch
in the range of ideas that fall within its seven reconstructed traditions of
nominal scope, and new theoretical work communication
on communication that has recently been theory, arrayed in a matrix that highlights
flourishing. practically
-not in a unified theory of communication relevant complementarities and tensions
but in a dialogical-dialectical disciplinary among them.
matrix, a commonly understood (though
always contestable) set of assumptions that 7 Traditions of communication
would enable productive argumentation
across the diverse traditions of
communication theory.
-A disciplinary matrix can be developed
presence of fire
Symbol-usually designates a complex sign
with many meanings.Including highly
personal ones.
7 Communications Tradition
RHETORICAL TRADITION Signs vs.Symbols
COMMUNICATIONS IS THEORIZE:as a Signs-have clear referent to something in
“Practical Art of Discourse” reality
-useful for explaining why our participation Symbols-symbols are arbitrary,philosopher
in discourse,especially public discourse, is Sussane Langer writes that a symbol is “an
important and how instrument of thought” in that it enables us
-it occurs,and holds forth the possibility that to think about something and to form a
the practice of communication can be concept in the absence of the object itself
cultivated and improved through critical
study and education. ● Most semiotic thinking involves the
Problems of Communication Theorized as: basic idea of “the triad of
Social exigency communication requiring meaning”,which asserts that
collective deliberation and judgment meaning arises from a relationship
Meta discursive Vocabulary such as: among three things:
Art 1. The object (referent)
Method 2. The person(or interpreter)
Communicator 3. The sign
Audience CHARLES SAUNDERS PIERCE(THE
Strategy
Commonplace FIRST MODERN THEORIST OF
Logic SEMIOTICS, MAY HAVE BEEN THE
Emotion ORIGINATOR OF THIS IDEA.)
Plausible when appeals to metadiscursive -Peirce defined semiosis as a relationship
common places such as: among a sign, an object, and a meaning.
Power of words; The sign represents the object, or
Value of informed judgment; referent, in the mind of an interpreter.
Improvability of Practice
Interesting when challenges
metadiscursive
commonplaces such as: addresses how signs relate to their referent
Mere words are not Actions; s, or what signs
Appearance not reality; stand for.
Style is not substance;
Opinion is not truth or the study of relationships among signs .
SEMIOTIC TRADITION OF looks at how signs make a difference in
COMMUNICATION people’s lives , or the
● Semiotics or the study of signs,an practical use and effect s of signs and their
important tradition of thought in impact on social
communication theory. life.
● It includes a host of theories about 1. SEMANTICS-addresses how signs
how signs comes to relate to their referent s, or what
represent,objects,ideas,states,situati signs stand for
ons,feeling and condition outside of 2. SYNTACTICS-or the s tudy of
themselves. relation ships among s igns .
Key Ideas of the Semiotic Tradition 3. PRAGMATICS-looks at how signs
Sign-The basic concept unifying this make a difference in people’s
tradition is the sign,defined as a stimulus lives ,or the practical use and effect s
designating or indicating some other of signs and their impact on social
condition(ex) as when smoke indicates the life.
PHENOMENOLOGICAL TRADITION attempted to develop a method for
● Theories in the phenomenological ascertaining truth through focused
tradition assume that people actively consciousness.
interpret what happens around them -attempted to develop a method for
and come to understand the world ascertaining truth through focused
by personal experience with it. This Consciousness.
tradition concentrates on the Phenomenology of Perception(Maurice
conscious experience of the person. Merleau-Ponty)-human being is a unified
● Experience of Information physical and mental
otherness; dialogue being who creates meaning in the world.
-the way in which human beings come to -We know things only through our own
understand the world through direct personal relationship to these things.
experience—the perception of Hermeneutic Phenomenology(Martin
a phenomenon, whether an object, event, or Heidegger)-is the natural experience that
condition. inevitably occurs
Problems of Social exigency by merely existing in the world.
communication theorized as: -For Heidegger, the reality of something is
Absence of, or failure to sustain, authentic not known by careful analysis or reduction
human relationship but by natural experience, which is created
Maurice Merleau-Ponty by the use of language in everyday life.
wrote that: “all my knowledge of the world, “Words and language are not wrappings in
even my scientific knowledge, is gained which things are packed for the commerce
from my own particular point of view, or of those who write and speak. It is in word
from some experience of the world". and language that things first come into
Stanley Deetz-Summarizes three basic being and are.”
principles of phenomenology.
-First, knowledge is found directly ADDITIONAL READING MATERIALS
in conscious experience—we COMMUNICATION THEORY
come to know the world as we
engage it
-Second, the meaning of a thing RHETORIC -Communication is theorized
consists of the potential of that as the practical art of discourse
thing in one’s life. In other words, (Maguire ,2006).
how you relate to an object Problems of communication in the
determines its mean rhetorical tradition are conceived as social
ing for you. exigencies
-Third assumption is that language that can be resolved through the artful use
is the vehicle of meaning. of discourse to persuade audiences (Bitzer,
hermeneutic circle-Interpretation 1968). If, however, the rhetorical tradition
involves going back and forth between seems plausible and useful because it
experiencing an event or situation and appeals to many commonplace beliefs about
assigning meaning to it, moving from the communication, it is also interesting
specific to the general and back to the because it challenges other commonplace
specific again, beliefs and reveals some of the deepest
VARIATIONS OF paradoxes of communication. It challenges
PHENOMENOLOGICAL the commonplaces that mere words are less
TRADITION important than
Classical Phenomenology(Edmund actions, that true knowledge is more than
Husserl)-is primarily associated with just a matter of opinion and that telling the
Edmund Husserl, plain truth is something other than the
-the founder of modern phenomenology. strategic adaptation of a message to an
audience(Craig, 1999). or by subtle aspects of behavior that may go
Sample Theories: unnoticed, and those certain ideas are easier
• Dramatism -developed by Kenneth burke to express in certain media (Craig, 1999).
in 1968. Premise: Life is a drama, and it can Sample Theories:
Be understood in dramatic terms; • General Semantics - Developed by I.A.
communicators involved in situations are Richards improving daily communication by
seen as actors discovering the ways words distort, obscure,
performing dramatic scenes on the and complicate understanding between
metaphorical stage of life, key concepts; people; special character of symbols
identification and guilt; dramatist pentad: (Symbols are arbitrary, symbols are
act, scene, agent, agency, purpose. abstract, symbols
• Rhetorical Sensitivity - Developed by are ambiguous, meanings are contextual.
Roderick Hart and Colleagues states that • Symbolic Interactionism – by George
effective communication arises from Herbert Mead. The way people relate to
sensitivity and care in adjusting what you things is determined by what meaning these
say to a listener or audience; 3 general types things have for them. These things come to
of communicators (noble selves, rhetorical have meant for the person through social
reflectors, and interaction.
rhetorically sensitive individuals). According to Macionis, symbolic
• Communicator Style -by Robert Norton interactionism is "a framework for building
and colleagues’ states that not only do we theory that
give information, but we also present that sees society as the product of everyday
information in a certain form that tells other interactions of individuals". In other words,
how to understand and how to respond to a it is a frame of reference to better
message ‘characteristic repeatedly understand how individuals interact with
associated with your communication one another to create symbolic worlds, and
constitute your dominant style. in return, how these worlds shape individual
2. SEMIOTICS -Communication is behaviors.
theorized as intersubjective mediation by • Langer's Theory of Symbols-Susanne
signs and Langer - All animal life is dominated by
symbols. Because meanings are in people, feeling,but human feeling is affected by
gaps between subjective realities are conception and symbols-and language,
bridged through a shared language or sign meaning is the complex relation among the
system (Maguire ,2006). Communication symbol, the object, and the
theorized in this way explains and cultivates person;signification,connotation,denotation
the use of language and other sign systems .\
to mediate between different perspectives. • Birdwhistell on Kinesics Body language,
Problems of communication in the semiotic concerned with abstracting from the
tradition are primarily problems of continuous muscular shifts which are
(re)presentation and transmission of characteristics of living physiological
meaning, of gaps between subjectivities that systems those groupings of movement
can be bridged, if only imperfectly, using which are of significance to the
shared systems of signs communication process and
(Craig,1999).Semiotic communication thus to the interactional systems of
theory seems plausible and practical when it particular social groups.
appeals to the commonsense beliefs that • Ekman and Friesen on Kinesics- Analyzed
communication is easiest when we share a nonverbal activity in 3 ways: By origin,
common language, that words can mean coding, and usage; 5 types of nonverbal
different things to different people so behavior: Emblem, illustrator, adaptor,
miscommunication is a constant danger, regulator,
that meanings are often conveyed indirectly affect display.
3.PHENOMENOLOGICAL - the reality of something is not known by
Communication is theorized as dialogue. careful analysis or reduction but by natural
Authentic human experience, which is created by the use of
relationships are sustained, and common language in everyday life.
ground is established through the direct 4.CYBERNETICS -Communication is
experience of others (Craig, 1999; Griffin, theorized as information processing, with
2003; Maguire, 2006). Although the goal of
phenomenology is a very complex term to getting the most information across with the
define it is about analyzing everyday life least amount of interference. Feedback is
from the viewpoint of its participant. the key concept that makes effective
Therefore, the phenomenological tradition communication possible within a system
emphasizes the interpretation of one's own (Maguire,2006). This cybernetic tradition
subjective experiences. Individual extends to current theories in areas as
experiences, gain particular importance, diverse as systems and information science,
become more authoritative than research cognitive science, and artificial intelligence,
hypotheses or communication axioms. functionalist social theory, network analysis,
Psychologists Carl Rogers claims that and the Batesonian school of interpersonal
Neither the Bible nor the prophets, neither communication (e.g., Watzlawick, Beavin, &
Freud nor research nor the revelations of Jackson,1967).
God nor a man can take precedence over my Communication in the cybernetic tradition
9own direct experience (Podgorecki, 2004). is theorized as information processing and
Phenomenology, however, is not only explains how all kinds of complex systems,
plausible but also interesting from a whether living or nonliving, macro or micro,
practical standpoint because it both upholds are able to function, and why they often
dialogue as an ideal form of communication malfunction. Epitomizing the transmission
and also demonstrates the inherent model, cybernetics conceives of
difficulty of sustaining dialogue. It communication problems as breakdowns in
challenges our commonsense faith in the the flow of information resulting from noise,
reliability of techniques for achieving good information overload, or mismatch between
communication. It problematizes such structure and function and, as resources for
commonsense distinctions as those between solving communication problems offer
mind and body, facts and values, words, and various information-processing
things (Craig, 1999). technologies and related methods of
SAMPLE THEORIES: systems design and analysis, management,
• Classical Phenomenology -Edmund and, on the “softer” side, therapeutic
Husserl who founded modern intervention (Craig,1999). Cybernetics,
phenomenology maintained that truth could then, is also, interesting, and sometimes
only be obtained through direct experience. implausible from a commonsense view
Furthermore, it is only through conscious because it points out surprising analogies
attention that truth can be discovered but in between living and nonliving systems
order to achieve these biases must be set challenge commonplace beliefs about the
aside. significance of consciousness and emotion,
• Social Phenomenology -Developed by and questions our usual distinctions
Maurice Merlean-Ponty examines social between mind and matter, form and
relations, especially the use of language in content, the real and the artificial (Craig,
ordinary life, acknowledges that 1999). In general, then, cybernetics, in
experience is inherently social and that contrast to other traditions of
consciousness cannot be divorced from communication theory cultivates a practical
language. attitude that appreciates the complexity of
• Hermeneutic Phenomenology- Developed communication problems and questions
by Martin Heidegger examines that many of our usual
assumptions about the differences between Communication is theorized as expression,
human and nonhuman information- interaction, and influence. Cause-and effect
processing systems (Craig, 1999). relationships can be discovered through
Sample Theories: careful, systematic observation
• Problematic Integration Theory – was (Maguire,2006). Communication problems
developed by Austin Babrow in 1992. Is a in the socio psychological tradition are thus
theory of communication that addresses the thought of as situations that call for the
processes and dynamics of how people effective manipulation of the causes of
receive, evaluate, and respond to behavior to produce objectively defined and
information and experiences. The premises measured outcomes (Craig, 1999). Socio-
of PI are Psychological tradition seems plausible and
based on the view that message processing, practically useful because of it appeals to
specifically the development of probabilistic our commonsense beliefs and our everyday
and evaluative orientations (our perceptions practical concerns about the causes and
of something's likelihood of occurring and effects of communication. We readily
its believe that our ways of communicating and
value, respectively), is a social and cultural our reactions to the communications of
construction. others vary according to our individual
• Basic System Theory – Maintains that personalities Human nature being what it is,
systems are structures that one can study we are not surprised to learn that our
and judgments can be influenced by the
see how the parts of the system interact. It is immediate social context and are often
also possible to improve the system by biased in predictable ways by our strong
manipulating its inputs. beliefs, attitudes, and emotional states
• Information Theory – Originated with (Craig, 1999).
Claude Shannon and focuses on the Sample Theories:
transmission of • The Hypodermic needle model -(known as
signals through networks and seeks to the hypodermic-syringe model,
improve that process. It tries to counteract transmission-belt model, or magic bullet
noise theory) is a model of communication
and facilitate the accurate flow of messages suggesting that an intended message is
by quantifying the uncertainty in the directly received and wholly accepted by the
messages and calculating the amount of receiver. The model was originally rooted in
redundancy. 1930s behaviorism and largely considered
• Network theory - is the study of graphs as obsolete for a long time, but big data
a representation of either symmetric analytics based customization has led to a
relations modern revival of the basic idea.
or asymmetric relations between discrete • Social exchange theory- Developed by
objects. In computer science and network Homans, Blau, Thibaut, Kelley, Roloff,
science, network theory is a part of graph Rusbult, and Bunk. is a sociological and
theory: a network can be defined as a graph psychological theory that studies the social
in behavior in the interaction of two parties
which nodes and/or edges have attributes that implement a cost-benefit analysis to
(e.g. names). determine risks and benefits. Social
• General System Theory – Developed by exchange theory says that if the costs of the
biologist Ludwig von Bertalanffy this branch relationship are higher than the rewards,
of system theory highlights the such as if a lot of effort or money were put
commonalities within systems. It seeks to into a relationship and not reciprocated,
show us that different fields can be linked if then the relationship may be terminated or
they share the same system principles. abandoned.
5.SOCIO-PSYCHOLOGICAL - • Cognitive Dissonance Theory- refers to a
situation involving conflicting attitudes, reproduces shared sociocultural patterns
beliefs, or behaviors that cause arousal (Craig, 1999). Communication problems in
within the individual. The arousal often the sociocultural tradition are thought of as
produces a feeling of mental or even gaps across space (sociocultural diversity
physical discomfort either leading the and relativity) and across time(sociocultural
individual change) that disable interaction by
to alter their own attitudes, beliefs, or depleting the stock of shared pattinson
behaviors, or attributions of the situation. which interaction depends (Craig, 1999).
• Expectancy–value theory - has been Sociocultural theory cultivates
developed by John William Atkinson in the communicative
1950s in many different fields including practices that acknowledge cultural diversity
education, health, communications, and relativity, value tolerance, and
marketing, and economics. Although the understanding, and emphasize collective
model differs in its meaning and more than individual responsibility. The
implications everyday practical discourse of blame and
for each field, the general idea is that there responsibility, for example, has clearly been
are expectations as well as values or influenced by theoretical discourses on
beliefs that affect subsequent behavior. “society” in the sociocultural tradition
• Communication accommodation theory (Bowers & Iwi, 1993).
(CAT)- is a theory of communication Sample Theories:
developed by Howard Giles. This theory • Face -Negotiation Theory - is a theory
concerns "(1) the behavioral changes that conceived by Stella Ting -Toomey in 1985,
people make to attune their communication to understand how people from different
to their partner, (2) the extent to which cultures manage rapport and
people perceive their partner as disagreements.
appropriately attuning to them. • Cultural Interpretation Theory -by Clifford
• Relational dialectic theory- is an Geertz - Involves trying to understand
interpersonal communication theory about the actions of a group or culture, observing
close personal ties and relationships that and describing.
highlights the tensions, struggles and • Social constructionism - is a theory in
interplay between contrary tendencies. The sociology, social ontology, and
theory, proposed respectively by Leslie communication theory that proposes that
Baxter and Barbara Montgomery in 1988, there are certain kinds of facts which, rather
defines communication patterns between than depending on reality itself, instead of
relationship partners as the result of depending on the shared ways of thinking
endemic dialectical tensions. about and representing the world that
6. SOCIO-CULTURAL- Communication is groups of people develop collaboratively.
theorized as the (re)production of social The theory centers on the notion that
order. meanings are developed in coordination
Reality is socially constructed through with others rather than separately by
micro -level interaction processes everyone.
(Maguire ,2006). • Cultural identity Theory - refers to a
Sociocultural communication theory person's sense of belonging to a particular
represents the “discovery” of culture or group. This process involves
communication, largely learning about and accepting traditions,
since the 19th century and partly under the heritage, language, religion, ancestry, a
influence of semiotic thought, within the esthetics, thinking patterns, and social
intellectual traditions of sociology and structures of a culture.
anthropology. Communication in these 7. CRITICAL -Communication is theorized
traditions is typically theorized as a as discursive reflection. Social justice can be
symbolic process that produces and restored when ideological distortions are
recognized through communication liberal, radical, Marxist, psychoanalytic,
practices that enable critical reflection socialist,existentialist, and postmodern.
(Maguire,2006). For the critical theorist, an Below, we consider two prominent feminist
activity that theories of communication.
merely reproduces existing social order, or • The Patriarchal Universe of Discourse-
even one that produces new social order is Julia Penelope (1990) has developed a
not yet authentic communication. For social critical theory of the patriarchal universe of
order to be based on genuine mutual discourse. For this linguist, language is
understanding (as distinct from strategic central to all human experience. A universe
manipulation, oppressive conformity, or of discourse is a set of linguistic conventions
empty ritual), it recurrently becomes that reflect a particular definition of reality.
necessary for communicators to articulate, The people who accept the language accept
question, and openly discuss their differing its categories of truth. Most language users
assumptions about the objective world, do so without question.
moral norms, and inner experience • Muted Group Theory- Was developed by
(Habermas, 1984, pp. 75- 101; also see Cheris Kramarae in 1981 it states that
Deetz, 1992,1994). For critical muteness is due to the lack of power which
communication theory, the basic “problem besets any group that occupies the low end
of communication” in society arises from of the totem pole; claims that the masculine
material and ideological forces that preclude bias of western society has silenced and
or distort discursive reflection. marginalized women's experiences.
Communication conceived in this way • Standpoint Theory- Developed by Harding
explains how social injustice is perpetuated and Wood in 1980 suggests that research
by ideological distortions and how justice starting from the lives of women, gays, and
can potentially be restored through lesbians, racial minorities, and the poor
communicative practices that enable critical provides a less false view of the world than
reflection or consciousness-raising in order does typical academic research that comes
to unmask those distortions and thereby from an advantaged perspective.
enable political action to liberate the
participants from them (Craig, 1999).
Sample Theories:
• Feminist theory - (Kramarae, 1989, pp. 157
-60) is a generic label for a perspective or
group of theories that explores the meaning
of gender concepts. Feminist theorists argue
that almost all aspects of life can be
understood in terms of gender qualities. The
feminist critique aims to expose the powers
as well as the limits of the gendered division
of the
world.
• Dual Systems Theory -According to Sylvia
Walby (1990), dual systems theory
represents the coming together of Marxist
and radical feminism--in the belief that the
oppression of women results from a
complex articulation of patriarchy and
capitalism.
Other feminist perspectives have been
formulated. For example, Rosemary Tong
(1992) outlines seven feminist perspectives:

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